Whether you’re just starting out or trying to scale from a 6-figure to a 7-figure business, every ad account should ideally have the same structure and testing practices.

Start with product and market research. The first thing you need to know is if your product is even worth selling. This is one step that 90% of brands don’t do when first starting their ads on Facebook and Instagram.

Create a campaign on Facebook with one ad set targeting ONLY age, gender, and location. No need for interests or lookalikes, especially after the iOS update.
Broad targeting is your best friend.

This is the fun part. Create a Dynamic Creative with ONE offer & angle with your URL going to your best product page. In this Dynamic setting you manually add 2 Headlines, 2 Primary Texts, and 3 Creatives. This will create 12 ads in total. We suggest starting with $50-100/day as your budget.

Publish and you’re ready to go! After waiting for about 3 days of spend (or 3X your CPA), use the breakdown tool to determine which headlines, texts, and creatives are your winners! Extract the Post IDs of those winners and place them in a new ad set in the SAME campaign. We call this the ‘control group’ – an ad set with ONLY your winners. Once this ad set starts moving with sales/leads then you can shut off the previous Dynamic Creative.

Here’s an example of a brand that was struggling to scale until we changed their strategy to start spending more while still reducing their acquisition.  

This simple yet effective strategy has helped us scale new and already successful brands to their ideal goal.