SUMMARY

Spencer Pawliw, founder of Easy A Media, shares a comprehensive guide to structuring Facebook ad campaigns for e-commerce brands, based on $2.2M monthly spend, covering setup, testing, scaling, and attribution to achieve high profitability.

STATEMENTS

The agency spends over $2.2 million monthly on Facebook ads, testing various strategies to maximize brand revenue.
Few buttons in Facebook Ads Manager drive significant profits in 2025, requiring proper structure for effective scaling.
No ad account structure can salvage poor offers, ads, or landing pages; focus on these fundamentals first.
Implement changes gradually without turning off working campaigns to avoid performance drops.
Custom columns like CVR (purchases divided by landing page views), hook rate (3-second video plays divided by impressions), and hold rate (15-second video plays divided by impressions) are essential for data analysis.
Proper columns reveal targeting errors, such as mismatched gender or age ranges in ad sets.
Naming conventions for campaigns, ad sets, and ads enable efficient filtering and reporting in tools like Triple Whale.
Common naming mistakes include vague labels like "new sales ad," leading to disorganized accounts.
The 3-2-2-2 structure expands the classic 3-2-2 by adding landing page testing for comprehensive optimization.
Brands spending under $1,000 daily should limit to one or two campaigns to consolidate budget for Meta's algorithm.
Use Campaign Budget Optimization (CBO) to let Meta's AI allocate spend to top-performing ads dynamically.
Meta's algorithm mirrors organic platforms like TikTok, pushing high-potential ads without forced spending.
Forcing spend on underperforming ads rarely scales accounts, similar to non-viral organic posts.
Set daily budgets, but note Meta's weekly pacing may cause up to 25% overspend on high-performance days.
Opt for highest volume or value bid strategy over cost caps or bid caps, which don't fix weak creatives.
Upload buyer lists and create 180-day purchaser audiences for better prospecting optimization.
Run three ad set types: champions (top ads), creative testing (new batches), and page testing (landing page variants).
Champion ad sets use post IDs of 3-5 winning ads, optimized for maximum conversions with standard attribution.
Standard 7-day click attribution is recommended; avoid 1-day click unless spending over $20,000 daily.
Engaged view attribution improves view-through tracking but test carefully; remove for high-scale brands with repeat purchases.
Broad targeting acts as unrestricted, letting Meta optimize without interest restrictions.
Advantage+ audience may lower costs by 7%, but split tests show minimal impact; use at discretion.
Auto placements perform best; manual adjustments are unnecessary.
In creative testing ad sets, maintain identical variables to champions for accurate comparisons.
Test three creatives per batch with two primary texts (best + new) and two headlines, forming the 3-2-2 core.
Duplicate ads within the set to test two landing pages, enabling simultaneous creative and LP evaluation.
Avoid flexible ads; they obscure data on which elements perform best.
Use manual uploads in 9:16 video format (content fitting 4:5) and 9:6 images (fitting 1:1) for cross-placement compatibility.
Turn off most Meta enhancements like music, overlays, and AI-generated elements to control creative integrity.
Implement UTMs for tracking: utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}&fbadid={{ad.id}}&tw_source={{site_source_name}}&tw_adid={{ad.id}}.
Page testing ad sets duplicate top ads to new landing pages or offers, prioritizing congruence over engagement loss.
Run all testing and scaling in one CBO campaign; Meta allocates to winners automatically.
Use minimum budgets on ad sets only if forcing spend feels necessary, but avoid maximums to prevent restrictions.
Advantage+ Shopping Campaigns (ASC) scale top ads only; avoid testing due to limited control.
Calculate test capacity: daily budget divided by target CPA equals maximum tests (e.g., $100/$20 = 5 tests weekly).
Kill ad sets after 7 days if no spend; extend to 14 if promising but monitor closely.

IDEAS

Facebook's ad algorithm functions like a personalized feed, virally promoting strong creatives without manual intervention.
Custom metrics like hook and hold rates quantify ad engagement beyond basic views, revealing retention flaws early.
Naming schemes transform chaotic ad accounts into searchable databases, akin to organized code repositories.
The 3-2-2-2 structure integrates landing page testing directly into creative batches, uncovering hidden synergies.
CBO with minimum budgets bridges forced-spend preferences and AI optimization, preventing underutilization.
Excluding only past purchasers in broad targeting preserves unrestricted reach while focusing on new buyers.
Manual ad duplication for LP tests lets Meta predict and favor congruent journeys algorithmically.
Whitelisting UGC from creators' profiles blends ads into organic feeds, boosting authenticity at scale.
Raw content campaigns act as high-volume "spam tests" for unrefined assets, filtering winners efficiently.
Worldwide campaigns require country breakdowns to excise low-performers, avoiding hidden waste.
Performance drops often stem from retargeting frequency spikes, not ad fatigue, signaling optimization shifts.
Offer testing within page ad sets evolves static pages into dynamic funnels, sustaining growth beyond $100K monthly.
Images can outperform videos at scale if compelling, challenging the video-dominance myth.
Scheduling launches for midnight avoids rushed spending, preserving data integrity in early hours.
Attribution models influence both reporting and targeting, turning 7-day clicks into a prospecting superpower.
Engaged view fixes view-through inflation, but clicks remain the true incremental driver for high-repeat brands.
Advantage+ audience expansions subtly refine broad targeting, potentially trimming costs without overcomplication.
Duplicate top ads for LP tests sacrifices engagement but gains conversion lifts from better alignment.
Meta crawls landing pages to inform spend allocation, automating what once required months of A/B tests.
Single-campaign testing/scaling leverages CBO to self-regulate, eliminating the need for separate funnels.
Creative batches of 3-5 visuals per week maximize learning under $1K budgets, balancing volume and focus.
Buyer list uploads educate Meta on existing customers, sharpening prospecting without manual segmentation.
Bid strategies like highest volume prioritize scale over caps, freeing time for creative excellence.
International structures mirror US setups per market, preventing cultural mismatches in creative performance.
Ego often drives forced spending, but yielding to the algorithm unlocks viral-like ad scaling.

INSIGHTS

Ad structures support but cannot create performance; true scaling demands iterative refinement of offers, creatives, and pages in tandem.
Meta's AI mirrors organic discovery engines, rewarding quality through allocation rather than equal distribution, much like content virality.
Broad targeting thrives as "unrestricted" optimization, where exclusions only for purchasers enable algorithmic precision over manual guesses.
Integrating LP testing into creative batches reveals customer journey synergies, compressing optimization timelines from months to days.
Custom metrics and naming conventions turn raw data into actionable intelligence, preventing blind spots in high-spend environments.
CBO's dynamic allocation humbles marketers, proving algorithm-driven spend outperforms ego-fueled forcing for sustainable growth.
Attribution choices shape both learning and reporting; favoring clicks over views ensures incremental value in repeat-purchase ecosystems.
Whitelisting and raw campaigns diversify testing pipelines, blending authenticity with volume to sustain creative momentum at scale.
Performance diagnostics via frequency and spend redistribution prioritize holistic account health over isolated ad tweaks.
Single-campaign universality simplifies scaling, letting Meta self-select winners while avoiding fragmentation's dilution effects.
Country-specific mirroring of structures accounts for cultural variances, turning global expansion into localized successes.
Minimum budgets reconcile control desires with AI benefits, but over-reliance risks wasting resources on unproven assets.
Video formats optimized for multi-placement ratios enhance cross-feed performance without redundant uploads.
Scheduling and UTM practices build data hygiene, enabling seamless integration with analytics tools for long-term insights.
Offer evolution within page tests sustains ROAS plateaus, recognizing that funnels must adapt as audiences mature.

QUOTES

"There is no ad account structure that will save your bad ads."
"If something is working, just leave it on."
"Your data is your truth."
"Meta’s Algorithm = Your Best Friend."
"Stop Forcing Spend on Bad Ads."
"Great Ads Beat Optimization Tricks."
"Broad Targeting = Unrestricted Targeting."
"Avoid Flexible Ads – Here's Why."
"Testing Multiple Landing Pages."
"Meta actually crawls your landing pages and it can actually analyze to figure out what is going to be the better page."
"A better offer and a better landing page is going to have a higher impact than an actual engagement or comments on your ad."
"Use One Campaign for Scaling + Testing."
"If your new ads suck... It's just not going to get spent."
"Remove your ego when you're doing this stuff because Meta is going to humble you often."
"The structure that you use does not save your ad performance."
"You have to become a marketer now."
"The days of just launching on Facebook and scaling are long gone."

HABITS

Pause videos to screenshot and replicate exact column setups for custom metrics like CVR and hook rate.
Maintain a consistent naming scheme across all campaigns, ad sets, and ads to enable quick filtering.
Review ad account daily using custom columns to catch targeting errors like age or gender mismatches.
Upload and update buyer lists weekly from Shopify or Klaviyo to inform Meta's prospecting.
Launch new campaigns scheduled for midnight to prevent overspending in partial days.
Test 3-5 creative batches per week, duplicating for LP variants, under $1K daily budgets.
Monitor ad sets for 7 days minimum; turn off if no spend to conserve budget.
Analyze frequency breakdowns before killing underperformers to assess retargeting effects.
Duplicate top 3-5 ads into page testing sets for new LPs without recreating from scratch.
Turn off Meta enhancements like music and AI overlays on every new ad upload.
Use standardized UTMs on all ads from launch to prepare for analytics integration.
Scale budgets by 20-50% only after 48-72 hours of KPI-beating performance.
Exclude only 180-day purchasers in ad sets, avoiding other restrictions like website visitors.
Batch raw content tests in separate campaigns for high-volume, low-intent creatives.
Whitelist winning UGC creators promptly to migrate ads to authentic profiles.
Break down campaigns by country quarterly to exclude low-ROAS regions.
Prioritize primary text and headline testing with best + new variants per creative.
Schedule weekly audits of attribution settings, adjusting views for scale thresholds.

FACTS

Agencies like Easy A Media spend over $2.2 million monthly across Facebook ad accounts for client brands.
Meta's 2025 platform limits profitable "magic buttons" compared to earlier years.
Custom metric CVR calculates as purchases divided by landing page views, typically shown as percentage.
Hook rate measures 3-second video plays over impressions, indicating initial engagement.
Hold rate tracks 15-second video plays over impressions for retention analysis.
Brands under $1K daily spend see optimal performance with 1-2 campaigns maximum.
CBO allows minimum budgets per ad set, blending control with AI allocation.
Meta's weekly budget pacing can overspend daily limits by up to 25% on strong days.
Highest volume bid strategy merges prior highest volume and value options.
180-day purchaser audiences improve Meta's distinction between prospects and existings.
Standard attribution uses 7-day click; 1-day suitable only above $20K daily spend.
Engaged views count for videos at 10 seconds or 97% length if shorter.
Advantage+ audience promises 7.2% lower costs but shows minimal split-test differences.
9:16 videos with 4:5 safe areas fit stories and feeds without recropping.
9:6 images ensure 1:1 core visibility across placements.
Meta's AI ad enhancements lifted CTR by 11% and conversions by 8% in experiments.
Single campaigns scale to over $30K daily in tested agency accounts.
Top international markets: US, Canada, UK, Australia, New Zealand.
Creative test calculator: budget / target CPA = max weekly tests (e.g., 5 at $100/$20).
Images often top-spend videos at scale if high-quality.

REFERENCES

Evolve community on Skool for eCom scaling.
Evolve Origins early access for 0-$50K/month revenue brands.
Easy A Media agency partnership application (min $250K/month revenue).
Triple Whale Analytics (15% off with EASYA15).
Insense UGC platform ($100 off with EASYA100).
Fastest landing page builder (15% off with EASYA15).
Opensend for reducing abandoned carts.
Creative reporting and ad spying tool.
Naming scheme Google Doc.
UTM parameters for tracking.
Spencer Pawliw's Twitter, Instagram, TikTok profiles.
Charlie Titenor's 3-2-2 structure inspiration.
Nick Theo's "unrestricted targeting" framing.
Shopify for customer list exports.
Klaviyo for purchaser lists.
Triple Whale for advanced reporting.
Evolve program modules on whitelisting.
Profit calculator landing page example.
Case study vs. homepage LP tests.
Listicle vs. offer LP comparisons.
Advertorial landing page variants.
Evolve free training for 0-100K/month scaling.

HOW TO APPLY

Screenshot agency columns including campaign name, ad set name, attribution, budget, CVR, hook rate, hold rate, and save as custom preset.
Create CVR metric: purchases divided by landing page views, format as percentage, name "Purchase CVR."
Set up hook rate: 3-second video plays divided by impressions; hold rate: through plays (15s) divided by impressions.
Add audience indicators (gender, age, audience) in columns to verify targeting accuracy at ad set level.
Develop naming scheme: include variables like [creative type]-[iteration]-[editor]-[product], e.g., "video-iter1-UGC-backpain."
Launch blank ad account: select sales objective, manual sales campaign, name "Acquisition US CBO."
Enable CBO with no campaign spending limit, auction buying type, highest volume bid strategy.
Upload 180-day purchasers via website audience and customer list from Shopify/Klaviyo for segment reporting.
Create champion ad set: add post IDs of top 3-5 ads, optimize for purchases, standard 7-day click attribution.
Set broad targeting: US location, 18-65+ age, exclude 180-day purchasers, no detailed targeting.
Build creative testing ad set: name "Creative Batch 1," duplicate champion settings exactly.
Upload first creative manually: single video/image, enter URL, skip branding/AI, turn off enhancements except overlays.
Add two primary texts: best performing copy + new test copy; two headlines similarly.
Set CTA to "Shop Now," no description, confirm UTMs, publish ad.
Duplicate ad twice for second and third creatives, keeping copy/headlines identical.
Duplicate all three ads again, change URLs to second LP (e.g., homepage vs. product page), rename accordingly.
Create page testing ad set: duplicate top 3-5 ads, update to new LP (e.g., advertorial), test congruence.
For ASC: select Advantage+ Shopping, add top post IDs, broad US, remove view-through if over $5K daily.
Scale: after 48-72 hours above KPI (e.g., 2x ROAS), increase budget 20-50% via calculator (current * 1.2).

ONE-SENTENCE TAKEAWAY

Master Facebook ad structures like 3-2-2-2 with CBO to let AI scale winning creatives for e-commerce profitability.

RECOMMENDATIONS

Prioritize offer, ad, and landing page quality before structural tweaks to avoid false scaling hopes.
Gradually add new campaigns alongside existing winners to maintain momentum without disruption.
Customize columns immediately for CVR, hook, and hold to unlock hidden performance insights.
Adopt a granular naming scheme from day one to streamline reporting and audits.
Limit under-$1K daily spends to 1-2 campaigns for concentrated algorithmic learning.
Embrace CBO fully, using minimum budgets only if psychological comfort demands it.
Upload buyer lists weekly to refine Meta's prospecting versus retargeting balance.
Stick to 7-day click attribution for most; test engaged view only at higher scales.
Use broad targeting exclusively, excluding just purchasers to maximize unrestricted reach.
Test Advantage+ audience toggles in splits but default to off if no clear gains.
Launch auto-placements always, avoiding manual tweaks that limit optimization.
Batch 3 creatives with 2 texts, 2 headlines, and 2 LPs per test for multidimensional learning.
Shun flexible ads; manual uploads ensure granular data on winners.
Format visuals in 9:16/9:6 ratios fitting safe areas to excel across feeds and stories.
Disable unnecessary enhancements to preserve creative control and authenticity.
Embed standard UTMs from launch to future-proof analytics integration.
Duplicate winners into page sets for LP tests, ignoring engagement loss for conversion gains.
Consolidate testing, scaling, and offers in one CBO campaign for self-regulating efficiency.
Cap weekly tests at budget/target CPA to prevent dilution at low spends.
Diagnose drops via frequency first, redistributing spend only if confident in alternatives.
Isolate raw content in dedicated campaigns for volume testing without main interference.
Whitelist UGC post-win to enhance organic feel in high-engagement feeds.
Mirror structures per country, testing creatives locally to capture variances.
Scale aggressively (50-100%) only on proven uplifts from new assets, not market fluctuations.
Audit countries quarterly via breakdowns, excluding underperformers in worldwide setups.

MEMO

In the high-stakes world of e-commerce advertising, where $2.2 million monthly spends define success, Spencer Pawliw of Easy A Media demystifies Facebook's evolving landscape. No longer the wild west of simple button-clicks, 2025's platform demands precision. Pawliw warns that even the most sophisticated structures can't rescue flawed offers, mediocre creatives, or clunky landing pages—fundamentals must lead. His agency's approach, honed across client brands hitting six figures, emphasizes gradual evolution: never kill what's working, but layer in optimizations like custom metrics for conversion rates and engagement hooks to reveal truths hidden in data.

At the core is the 3-2-2-2 framework, an enhancement of industry pioneer Charlie Titenor's 3-2-2, incorporating landing page variants for holistic testing. For bootstrapped brands under $1,000 daily, consolidate into one or two campaigns using Campaign Budget Optimization (CBO), letting Meta's AI—likened to TikTok's feed—allocate to winners dynamically. Avoid forcing spend on duds; the algorithm knows virality when it sees it. Broad targeting, reframed as "unrestricted," excludes only recent purchasers, empowering the system without micromanaged interests. Placements run automatic, attributions default to 7-day clicks, and bids chase highest volume, sidelining caps that distract from creative craft.

Creative testing thrives in dedicated ad sets: batch three visuals, pair with proven and novel texts/headlines, then duplicate for dual landing pages—home versus product, listicle versus offer. This uncovers synergies Meta itself analyzes via page crawls, slashing A/B timelines from months to days. Page-testing sets repurpose top ads for new funnels, proving better alignment trumps lost engagement. Whitelisting user-generated content from creators' profiles camouflages ads organically, while raw campaigns spam-test volume without intent. Internationally, mirror U.S. setups for top markets like Canada and the UK, using breakdowns to prune waste.

Scaling follows restraint: bump budgets 20-50% after 48-72 hours of KPI surplus, more aggressively on asset-driven lifts. Pawliw's FAQs address pitfalls—images rival videos if sharp; minimum budgets soothe control freaks but rarely necessary. Ultimately, structure supports marketing evolution; Pawliw urges becoming a true marketer, blending AI with human ingenuity to transcend the $100K daily plateau.

This strategy, battle-tested to $30,000 daily per campaign, underscores a philosophical shift: yield to the machine, refine relentlessly, and watch e-commerce flourish amid algorithmic tides.

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