Module 1: Campaign Setup
Before you touch anything, understand what's already running in your account.
Campaign Structure
Your account has been set up with multiple campaigns running simultaneously. Each campaign contains:
- Two ad sets: one with interest-based targeting and one with broad (no interest) targeting
- All available creatives loaded into each ad set — approximately 31-32 ads per ad set, including avatar videos, feed objection videos, and images
- CBO (Campaign Budget Optimization) — the budget is set at the campaign level and Facebook decides how to distribute spend across the ad sets
Why Multiple Campaigns
Your budget is split across multiple campaigns rather than concentrated in one. This is intentional:
- If one campaign stalls, the others keep producing leads
- You avoid days with zero leads
- Each campaign enters Facebook's auction independently, giving you more chances to find good audience segments
- If one fails, you've only lost a small portion of your budget
Think of it like fishing with multiple rods in different parts of the lake. Some spots have fish, some don't. Multiple rods increase your odds.
Budget Distribution
Your campaigns run at varied budget levels (typically $15-$35/day each). Different budget levels enter Facebook's auction differently and can reach different audience segments.
Lead Forms vs. Landing Pages
Your account likely has both:
- Lead form campaigns — use Facebook's native form. Lower cost per lead, easier to get leads flowing.
- Landing page campaigns — send traffic to your website. Can produce higher-quality leads but at higher cost.
Lead forms are currently outperforming landing pages for most clients.
What Not to Touch
Do not edit any campaign that is currently producing leads. Even minor changes (targeting, creatives, budget) can reset the algorithm and kill performance. The only safe edit on a running campaign is renaming it.