The Best Facebook Ads Strategy for 2025

in this video I'm going to show you the exact system strategy and structure that you need to scale your meta accounts all the way from literally $0 upwards of2 to $300,000 in spend per month and I'm going to break it down step by step with you in platforms with real examples and also show you flowcharts you could visualize everything really easy for you to see understand and apply into your ad accounts right now this is the exact same strategy that we're using across the board for all of our clients like GG pip two roads kenu

Forks Young Nails JC dosier and a whole lot more we are talking about a syst system that is scalable across every single category in all of e-commerce and the best part is that when we use this system across our clients for the very first time on average we see an increase in return on ad spend by 43% the great part about this is it doesn't matter what you sell what Niche you're in even what budget you have right now it just matters that you implement this system and let it grow with you over time and

by the end of this video you're going to completely understand the structure the graduation system and everything in between so that you can apply into your ad account right away now before I even dive into every single one of the levels here and how complic this could actually be I want to address three problems that we're seeing in the market right now first off advertising is about three times more expensive than it was just a few years ago so your cpms are higher than ever your cost per clicks are higher than ever and what that

means is you have to have a predictable scalable system if you ever want to get past $100 or $1,000 a day in ad spend just getting to five or six or $7,000 in ad spend which used to be an easy game if we go back five6 s years ago is so much harder to do now the reason for advertising being way more expensive is super complicated but just know that it is ever changing and it's just going to keep going up whether it's inflation the number of Brands coming into the market every day the big

players like Nike and Lululemon consistently increasing their spend or simply that you don't have the right system and structure in place which of course we're going to address in this video now the second thing that I see in the market that is acute right now is that gurus across the board whether you're watching hundreds of YouTube videos just like this one or you're following people on Twitter or wherever you're digesting your information you're probably recognizing that everyone is going broad everyone has super broad systems they onun one advantage plus campaign maybe one testing campaign they

waste 20 to 30% of their budget in a prospecting testing campaign where they're testing new creatives only and they're resetting those creatives every time they want to push them into any sort of scaling campaign this mechanism as you may call it is completely broken because while everyone's afraid of that learning phase they're actually feeding it into the learning phase they are forcing their campaigns to learn and learn and learn and learn over again ultimately keeping you at the point where you're likely spending $100 200 300 and then you hit your wall spend up to a

certain amount and then all of a sudden any dollar over that seems to be completely worthless so you spend up to $500 a day and then your return on ad spend when you go to 600 just starts to tank and the third thing that I'm seeing happen in the market more than ever right now is that there has been a massive misunderstanding on how to actually spend your money and where to spend that money people have this misconception right now that you should spend the same amount of money every single day no matter what I'm

here to tell you that in our entire portfolio there's not one single brand that we work with that spends the exact same amount amount of money Monday through Sunday let's actually open up our Myro board this system right here is what we're going to be breaking down now if you look at this all right now if you look at every single dimension of this right now and you just try to copy and paste this into your ad account 100% going to fail this is not going to work for you so we're going to start if

you just starting off for the first time in Facebook guys if you are literally spending $ Z or maybe you're spending 100 bucks a day we're going to start there I'm going to show you exactly what to do and we're going to work our way all the way up so if you're spending over $30,000 a day the really really good part is that anywhere over $10,000 a day plus has the exact same system even $5,000 a day plus has the exact same system the complexities that happen within the system and the need to build out

more within the system actually occurs more and more as you scale of course so just keep in mind we're starting slow we're going to work our way up if you're just spending $11,000 a day you need to be really hyperfocused on spending the right money on the right products so look at your product set understand what are your best sellers if you don't even know what your best sellers are take a good guess based on product demand use Google search Trends potentially and understand what is is going to sell the best on your site if

you really have no clue at all then just run them all but very quickly you need to understand the top 20% of products that are going to drive 80% of the results I talk about the parto rule all the time on this channel that is 100% going to apply right here so what I want you to start with if you haven't scaled yet is a scale campaign it sounds kind of funny but this is eventually going to become the scaling mechanism of your account all you need to do here is create one advantage plus campaign

that Advantage Plus campaign is going to be 100% Broad and let me let me show you the exact settings of that campaign so the example that we have on screen right now is a smaller brand it's only spent $3,000 over the last 30 days it's done so at a 6.75 return on ad spend very solid and it's using our exact same system that I'm going to break down for you the Advantage Plus campaign is what we want to care about I'm going to show you the exact settings that you should be using so click the

create button click sales objective always you're going to select Advantage Plus shopping campaign click continue and then once you're in here first we have to name our campaigns properly so make sure you give your campaign a name based on what appropriate for you for this I'm calling this prospecting scale as we scroll down we have no special categories we are not using Advantage Plus catalog ads and we are selecting website and Shop make sure you have your Instagram Facebook shop set up it's going to help you about 10 to 20% in terms of incremental sales

now scrolling down just a little bit further we are going to optimize for the number of conversions especially when you're starting we don't want to worry about value of conversions we just want to worry about number of conversions we're going to select our data set so your data set is your pixel make sure you are selecting your correct pixel with the conversions API as you can see right right here on the right hand side once you're doing that we are skipping cost per result goal you could scroll down a little bit more and make sure

your attribution settings are set to 7-Day click one day view the more data that we have in the platform the more signals Facebook actually has to understand who's going to convert on your product down just a little bit further the audience locations set your location based on where you're able to sell your products don't stress too much about including every little state or making tiny little adjustments here the goal is just hit the entire United States or hit the entire region that you're available to sell so in this case all us next pie P for

reporting we have engaged audiences and existing audiences we've hit this a 100 times on this channel it's so important it's so easy to set up and you have to do it what you're going to want to do is go into your manage your Advertiser settings and there you're going to be able to Define engaged audiences and existing customers so while these are blurred right now because they're client information they're confidential what I do want you to recognize is there are multiple data sources there are multiple customer lists here what I have here is site visitors

over the last 30 days add to carts over the last 90 days and then I also have a clavo list of anyone who's never purchased so we just have a nice big group of engaged audiences all in one place and then we have existing customers this is literally anyone who's purchase over all time we're using the pixel and we're using our clavo information to inform this section right here scrolling down a bit further budget set your budget at least to your average order value once so if you have an estimated average order value or if

you know your average order value is $100 set your budget at bare minimum to 100 bucks if you can't afford your average order value do not run ads yet work on your business organically and I say this with Grace because if you are thinking that you can get away with spending $5 or $9 or $22 and your average order value is1 or $150 you might have to wait 2 weeks to make a single change in the Facebook ads platform generally speaking that's not going to work for you so what I would recommend is that if

you can't afford your aov in budget simply work organically on the business next section here is existing customer budget cap we are not selecting this right now there is going to be an option for this in the future but we are not selecting this right now scrolling down a bit more everything else here can be left now we have to move forward to the actual ads now this ad section here is going to change drastically based on what you're doing what I want you to focus on is the core here first off name your ads

properly if you don't name your ads properly you are going to be really confused when you try to measure all this a year from now or even a month from now name your ads properly keep your naming conventions tidy and up to date make sure your Facebook page and your Instagram accounts are set moving forward down into the ad setup the Creative Source this is going to depend on what you're doing if you want to run catalog ads run Advantage Plus catalog ads if you want to run native creative meaning static or videos that you've

created Run manual upload for your format I would generally recommend running single image or video for the most part you can run some carousels and do not select multi- Advertiser ads so unselect that right there when you're actually setting up your creative there's going to be a lot of options here ignore this for the moment you're going to obviously set up your primary texture headline in your description that's a given and then when you go to select your actual ad creative so we're just going to choose one Rand ad creative here make sure you unselect

enable flexible media this is sneaky they want you to select this unselect it and then crop your images accordingly you can do it as simple as dragging this down click the crop button crop your image accordingly same thing with the vertical crop accordingly and if you need to have a horizontal image in here I would just recommend replacing it replacing it with something that is in fact horizontal if you can't find something then sure just leave it get the most of what you can in the crop it's not a big deal it's going to show

up 2% of the time for enhancements this is where I want everyone to pay attention in the enhancement section they select everything for you nowadays make sure you're only selecting the ones that you think are actually going to move the needle forward for you what this means for the most part is enhanced CTA and text improvements everything else could be left there's going to be more options and different options depending on your category so there could be everything from AI generated ads there's going to be AI generated backgrounds 3D animation just select enhance CTA and

text improvements these are the two that I've seen Surefire work the best everything else we're still in beta and we're not getting pigs over here we're not going to take risks we want to actually drive what we know for certain is going to drive the best performance for the businesses that we operate and then once you actually create your creative you have to go down to this Advantage Plus creative section and see the enhancements one more time you can see here we have five out of nine enhancements created even though we only selected two in

the previous section so they really want these enhancements to be set up because they're all in beta they're all testing now I don't want any of these actually I don't want ad overlays I don't want visual touchups I do want text improvements I do want enhanced ctas as we just Ted talked about and then you have to click down here in the bottom left corner really sneaky at Facebook show more enhancements and then we are going to keep relevant comments on we are going to remove adjust brightness and contrast we don't need that for placements

everything's going to be on and then we're going to click save from here so what you should see in your Advantage Plus section when you're done with this editing is turned on text improvements relevant comments and enhanced CTA everything else should be off you should see three out of nine depending on your category moving to our destination send this to the most relevant page on your site generally that's the homepage The Collection page or the product page that you are working on and then if you're following my recommendation and you're running website and Shop as

long as you are eligible to then select your shop destination most appropriate to the collection that you are showing if you're in the e-commerce field and you have hundreds of products just show a collection page if you have one single product hit the product page right just make it the most relevant destination possible right here you can keep languages completely off this is fine and then for website events just make sure your pixel and data set are accurate as long as that's good you're good to go so you might be asking why just one campaign

why are we just running an Advantage Plus campaign and it's because we need the algorithm to actually do some of the heavy lifting in the early stages we need to inform the algorithm tell it who our customer is really allow it to work for us instead of us trying to pull too many triggers as human beings who are faulty right we make mistakes all the time the algorithm especially the Facebook algorithm is right so often now it doesn't mean it's perfect because if it was perfect then we wouldn't have to do anything but it is

right so much more than it is wrong so in the very early stages of a business when you're trying to find your audience if you're only spending $100 a day $200 a day $300 a day just run Advantage Plus now what actually happens when we start to get beyond that $300 a day this is where things start to get fun when we get 300 plus when we start to spend $9,000 $10,000 a month or 20 $30,000 a month now we have to have a actual system to make things better I'm going to show you exactly

what that looks like so we're going to literally just zoom out here now you'll notice over here there's a big thing that says winners and I'm going to break that down for you too the key here is that we have two section of this ad account now a very typical media buyer would throw in things like retargeting retention a whole lot of awareness campaigns upper funnel mid funnel lower funnel it's going to get super complicated you're going to have no idea where your conversions are coming from and things are going to be broken up so

much you're going to have a $100 spend here 20 spend here 50 spend here we want this to be Consolidated and uniform so let's break down exactly what I like to do at this stage you're spending around $10,000 in total per month you have your scale Advantage Plus Campaign which is 100% broad we just broke that down the next campaign that you're creating is a prospecting CBO campaign the core of this campaign is that it is in a CBO setup the reason this works so well is because you were able to launch new creatives as

new broad packs this means that every time you have a new group of creatives you just worked on New creatives you have them ready to go you want to get them into the ad account you launch them as a brand new pack you can see this every single time we have multiple broad packs and you can see I like to date them here so if you look here I say 1 20255 2025 21225 I like to break these out into different date ranges so I could always see when did I launch this pack and how's

it going the reason that this is so important for me is that I can see the longevity of every single ad every single adite in the account what you'll also notice here is that we have batches of different creative here on the right side they're not necessarily uniform it doesn't mean that we always launch four new ads or five new ads or one new ad or two new ads we just launch what we have available cuz it truly doesn't matter if you want this entire file you could download it in the description below it's also

going to be pinned in the very first comment now that you're at this stage you now have a scale Advantage Plus campaign at the top and you have a testing prospecting CBO campaign let's actually show you the exact setup to create that prospecting CBO campaign cuz at this stage you're spending a lot in ads I just want to show you a few settings that you need to select so we are again going to click create we're going to click a sales campaign and we're going to click continue we are not selecting Advantage Plus shopping we

are clicking manual sales campaign once we click the manual sales campaign we are scrolling down to Advantage campaign budget this is CBO they just renamed it so we're going to click the on button here this allows us to set the budget at the campaign level our campaign bid strategy is going to be highest volume or value and make sure everything is set up with engaged audiences and existing customers at the campaign level when you go to your adset level these are going to be 100% broad so we are going to name this for example broadcore

pack one this allows our UTM to stay when we use underscores and allows us to be really organized pack one pack two pack three pack four pack 555 I don't care the key is that we have an easy name and Convention to follow now for our settings everything's going to apply the same website and Shop maximize number of conversions selecting our data set properly not selecting Dynamic creative or flexible ads scrolling down to audience controls we want to select our included locations properly and a minimum age generally speaking we are not selecting Advantage Plus audience

we are switching to original audience using original audience this is going to reset this entire section and it's going to allow you to select genders your ages and your locations more accurately if you don't do this Facebook is technically allowed to go outside a minimum age or a maximum age that you have set they're all allowed to Target different genders that you may have set they are allowed to Target different interests that you may not have set so it's very important here that we are using the original audience outcome and then scrolling down everything else

remains exactly the same we are in fact using Advantage Plus placements now the introduction to the graduation system this is the system that absolutely allows your ads to scale predictably and safely the discipline to actually follow this is what's going to do well for you or not well for you the hard part is knowing exactly when to do it and having the field based on not just conversion metric but all of your secondary metrics to actually know when and what to graduate so let's talk about that graduation system again we're looking at budgets right now

around $10,000 per month maybe even upwards of $155,000 per month this is the basic version of the graduation system in the next section we're going to the advanced version but you can't look at the advanced version until you know how the basic version works so how this works is every time you launch a broad pack of new creatives there are going to be standout creatives so on a 14-day window and if you're spending less even a 30-day window is fine here but roughly speaking every 2 weeks you're going to identify of your creatives in this

prospecting testing campaign what are your top 10% the top 10% of ads they get graduated into the scaling mechanism of the account so if we look here you can see that we have four six 11 different creatives in the account that doesn't mean we're going to graduate half of the best creatives what it does mean is we're only going to graduate the creatives that are truly at the top of the account so in this example I have three creatives here you can see see the red lines that are driving to the winners module here from

here these winners then get Scaled into the ASC campaign the reason that we do it like this and the reason we graduate up is because we are not resetting any of the prospecting CBO campaigns in fact we are not even pausing down these winning creatives when I say graduate we're actually duplicating we never want to reset or shut off anything that's working you're proving that these ads are working they're going to hog your spend they're going to drive just above your kpi whatever that is whether it's return on ad spend out of Target or cost

per acquisition at a Target they are above that kpi they then get pushed into this winter section which then get graduated into the ASC scale campaign just to be clear this winter section is literally just me writing on a Myro board this has nothing to do with actual campaign setup just want to visualize it for you so you can clearly see that these creatives flow to Winners and to Advantage Plus scaling campaigns now you're probably thinking at this point what defines top 10% because a lot of people like to cherry pick a lot of people

like to take their ads the ones that drive the highest return on ad span or the lowest cost per acquisition here's what we don't care about we don't care about the ad that spent $90 and drove a 28 return on ad spend this is great right this is an awesome ad we can just keep it running it's really not a big deal what we do actually care about is the ad that spent $99,000 at a 4.84 return on ad spend the difference there is astronomical Facebook has seen something in this ad that it thinks it

could scale you want to only push the top 10 to 15% of ads that have the most amount of spend and are above your target return on ad spend or Target cost per acquisition into the scaling mechanism of the account now what's going on if you're spending $5,000 a day $3,000 a day $2,000 you are spending right you're spending upwards or close to $100,000 plus per month maybe even2 $300,000 plus per month this is the full system this is everything that we do at those stages so I'm going to try to be as simple as

possible but there are individual complexities to this setup that you need to understand when we look into this account at this stage we're going to notice that there's a lot more going on so first off starting at the very top again ASC scale campaign that is still our scaling mechanism what you're going to notice here in the prospecting campaign is we now have two additional interest groups and then we have a retargeting and a retention setup also these are for hitting customers who've been to your site and these are for hitting customers who've already purchased

from you already so let's finish the scaling mechanism because this is going to be very important at this point in this scaling mechanism that we have here we still do everything exactly the same that graduation system is running exactly the same that I just broke it down in the previous section the only difference here is once we find those creatives they go into the winner section they now go into two different places they still go into the scaling mechanism up here that doesn't change exactly the same they also go into interest based audiences they go

into interest based audiences because this is the only point where we going to introduce interests into the entire ad account interest audiences have generally been phased out by meta they have pushed more broad broad broad however we have seen across the board interest based audience still drive the best efficiency they don't drive the best scale anymore which is why they are not the scaling mechanism but they improve return on ads spend slightly we need to take advantage of that until interests are completely gone we are going to be running interest you are setting single interest

audiences this is so key I showed you before how we're setting up our broad packs but I'm going to just show you if we were to add an interest to this what we would do is we would name this interest underscore whatever it doesn't matter what you call it and if we scroll down to the bottom where we go to set our audience controls everyone is going to do this now audience suggestion we don't want to be suggestions we want to actually Target an audience if you do this per Facebook's literal exact verbiage we will

prioritize audience matching this profile before searching more widely AKA it's a broad audience that starts as a small audience not what we're interested in switch to original audiences use original audience and then go down to Advantage Plus detailed targeting and then type in the individual audience that you want here so if we have Nike as the audience that we want we're going to find the interest of Nike and then that's it we are not setting groups or stacks of audiences that's so important for this stage we are just setting one individual interest here and letting

it go the reason for this is we'll know for sure if this works or not it is not going to scale as much as a broad audience as you can see on the right side here it only has 32 million people in the audience I mean that's quite big but that's not comparable to 200 300 million that are available in completely broad audiences if it doesn't work no problem kill it add another interest if it does work keep it going what we've seen work tremendously well are different business businesses just like Nike for interest and

magazines and Publications that's what's working the best right now and it's acutely for the top of this year so by this point you probably know the entire scaling mechanism you know that everything should be duplicated not paused you know that for the most part you're only graduating the top 10% of ads maybe 15% of ads if you want to get a little wild you're graduating Those ads into the scaling mechanism and you're graduating them into the interest the one question I always get is when do I pause ads you only pause ads that have been

scaled when they are for sure not working we're talking at least 14 to 30 days of activity and not working they're under your kpi significantly and you never ever ever pause an ad that is a top spender top spending ads are supporting the entire account they might not drive the perfect return on ad spend for you but I can nearly guarantee that they are helping other ads boost up and usually if you pause that top spending ad down the rest of the account Falls and then to address the final piece here what happens if you

run this system and only a few creatives are getting all the spend and new things that you're testing are Never Getting spend generally speaking that is an indication that your new creatives are not as good as your old creatives that's first so keep that in mind this system is meant to limit wasted spend we do not want to just throw out 10 or 20% of our budgets cuz compounding over long periods of time that adds up so drastically what this system does specifically for us is it makes sure that we maximize our return on ad

SP maximize our dollars on the best performing ads period and a story if you find that you've worked really really hard on an ad maybe you had high production value on an ad and it's just spending $20 in total keep it active in this exact account in this exact setup and just break it out into one individual audience in its own campaign and just see what it does don't try to create secondary systems that test every single ad just do this in special cases and the last thing to add to this is if you are

running a sale if you're running a sale you need to break this out so that the sale assets get creative immediately the way that you want to do this is to duplicate your ASC campaign up top here create it for the specific timeline of the sale set your start and end dates for the sale and launch all your sale creative right in there and dedicate a large portion as a percentage of your total budget to the sale so that you can guarantee it gets spend right away we are completely comfortable lowering and increasing budgets outside

of the Facebook's arbitrary 10 or 20% rule we're comfortable going beyond that 20 30 40 50 100% changes in budget are okay because it's way more important to get stuck in the learning phase for a day or two than it is to overspend your budget what about retargeting and retention retargeting and retention are much more simple these work independent of the scaling mechanism for our retargeting campaign we are running one CBO campaign here it is a CBO retargeting campaign we are allowing Facebook to figure out where it's going to find the best purchases for us

in this retargeting campaign we are starting with a 14-day Facebook and Instagram engagers setup now look if you have a really really small account you could run a 30 45 60-day engagers the engager setup just allows us to make sure that we're hitting people who have engaged on our Instagram profile in a short period of time very very simple we then have a 30-day visitors ad set to anyone who's been to our site over the last 30 days and we have a 90day ad to cart SL initiate checkout one big key here is that in

all cases we are excluding existing customers you have to exclude existing customers on every single ad set in terms of our ads here this is the one place where we get a little different you can continue to run your Evergreen ads here but you want to also run and be a little bit more prescriptive about different ads that you're running in this section objections any kind of objections that you get for your Prim primary products this is a great place to address them people been to your site they've added to cart there was something that

was missing that made them afraid to buy so think about different objections that are most common maybe it's reviews maybe it's safety maybe it's product compliance who knows right maybe it's just quality so sharing their objections are clear here sales any time you have an offer put it in your retargeting campaign it's going to get people over the hump it's going to get people over the line very very important intros and offers 10% off 15% off your first purchase anything along those lines really great to have here upsell down sell really strong here if someone

viewed a collection or reviewed a product that is out of a premium price point show them the lower price point product there are really easy ways to break this out in Facebook ads show the right products to the right people the right time is Key and then finally this is meant to be one line here product retargeting just making sure that you have the right products showing to the right people showing the same products to the people who were about to purchase it last time and didn't actually get over that Hub to make that purchase

and then finally moving on to our retention strategy for retention we are breaking this out into two easy cohorts an alltime purchasers and a 180 day purchas purchasers all of these are going to have your Evergreen creative your sale creative your new products and your upsell slown sales any opportunity to show these people new products new arrivals new collections hot sales flash sales anything like that we include here we want to make sure that we're treating our customers with the utmost respect we're not spamming them we're only showing them things that are relevant to them

and we're not hitting them at a crazy high 789 frequency not to mention we could also interact with these people on email on SMS keep in mind your retention strategy should not be overwhelming so little Golden Nugget for at the end here before we log out what you want to do is create a retargeting catalog campaign so the way this is set up is a normal sales campaign with turning on Advantage Plus catalog ads and now if we go into one of the adsets the key thing that I want you to see here is if

we scroll down to First promoted products hit your top percentage of products this is generally going to look like the top 20% of products that drive 80% of the results that's going to go right here you could either do this on the collection level you could do this manually but literally just all products here is going to drive incor mental growth for you moving down we are moving to a small budget here as you can see this is a $30 budget this is really really small it's an account that spends over $2,000 a day $30

budget really really small you can go 20 you can go 50 you have to see look at it based on the frequency and when we go to the audience we are selecting retarget ads to people who have interacted with your products on and off Facebook in this section we are very simply selecting view or added to cart but not purchase in the last 14 days this is literally the default setting but it works and I'm going to tell you why because if you scroll down here you also have to put an exclusion in for purchasers

over the last 14 days there's a Nuance here that if I view 50 products on your website and I only purchase one of those products I'm still going to be retargeted with 49 other products that's what makes this setup fail we have confirmation that this is how this works from Facebook and that's what makes this exact setup these normal retargeting ads fail all the time because you're still spending when someone just made a purchase so this butt not purchase section doesn't work as it sounds what you need to do is go down here put the

exclusion in place and then from here run Advantage Plus placements and then select publish this is our exact system strategy and structure that we roll out for Facebook ad for all sizes of clients that we work with if you are a business right now in the 1 to10 million Revenue range or you are scaling up to that $1 to10 million Revenue range or even if you have just marked $10,000 for your first month in Facebook ads you can apply to work with us today because implementing this is one thing but keeping on top of it

is hard I get asked why do you give all of this away the reason is very simple doing it one time setting it up one time knowing how to do it one time is easy but doing it every single day across all verticals and dozens and dozens and dozens of clients at this point it's hard work so if you want someone to take care of your ads like we take care of ads hit the link down in the description it is the second link and you can go to the moonlighters decom to apply to work

with us today I will see you all in the next one we have absolute bangers coming out really soon