Best Facebook Ad Campaign Structure for 2025 (Expert-backed)

If your ad campaigns aren’t quite hitting the mark, 2025 is your turning point.

When Sam Piliero introduced his Facebook campaign structure, we knew this could be the game-changer many eCommerce merchants have been searching for.

Let’s dive in and explore the framework that’s delivering an impressive 43% ROAS increase across different eCommerce brands.

1st Camp: Advantage+ Campaign

This is meant to be your primary scaling campaign.

Campaign objective

Sales

Choose a campaign setup

Advantage+ shopping campaign

Campaign name

Suggestion: ASC_Scale

Conversion

- Attribution setting: 7-day click & 1-day view (Reason: Opting for this setting gives Facebook’s algorithms plenty of data to work with, but make sure you focus on clicks when deciding which ads to keep or cut since they show strong customer intent.)

Audience location

Make sure your audience location is set properly based on your goals.

Reporting

Make sure you have set your Engaged Audience & your Existing customers to tweak all of these in your Manage in Advertising settings. Here’s how:

- Engaged Audience: 30-day site visitors + Facebook & Instagram engagers (It’s okay if it’s not the exact setup).

- Existing Customers: 180-day purchasers using your Pixel. Make sure to connect your CRM (e.g. Klaviyo or Flowio) to your ad account so your email list updates automatically.

Budget & Schedule

- Budget: Your daily budget should start at around 20% of your total budget. For example, if your budget is $1000, start with a $200 daily budget.

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