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Facebook Campaign Structure

Campaigns vs Ad Sets vs Ads

Before you run your first Facebook campaign, it’s important to understand how Facebook campaigns are structured in order to take control of every aspect of your campaign. A well-structured campaign is much more likely to get the results you desire quicker and progress from the “learning phase” sooner. Ultimately, generating ROI on your campaigns in less time. 

In a nutshell, Facebook campaigns consist of three levels: a campaign, an ad set, and the ad.

Here’s what the campaign structure looks like: 

Facebook Campaign Structure
Facebook Campaign Structure Overview


Facebook Campaigns can contain a number of ad sets and ads but will have one single objective. If you want to achieve two separate things from your Facebook ads, it’s best to set up two separate campaigns with different objectives. 

If, for example, you want to generate website sales for a new product and also to grow your email list via Facebook ads, you might wish to run a lead generation ad and a separate conversions ad. 

What Are Facebook Ad Objectives? 

  • Awareness 
  • Reach
  • Engagement
  • Traffic 
  • App Installs
  • Video Views
  • Lead Generation 
  • Messages 
  • Conversions 
  • Catalogue Sales
  • Store Sales
Facebook Campaign Objectives

Ad Set

Ad sets can contain multiple ads and are made up of audiences, targeting, budget, bidding, ad schedule, ad placement, and ad schedule, although these options do differ between campaign types. 

Each campaign can contain multiple ad sets, so if you are trying to reach more than one audience with the same objective, it’s recommended you create separate ad sets containing different audiences in the same campaign.

Testing different audiences against each other is a great way to improve campaign success, especially if Facebook ads are a new channel for you. Facebook Ads’ native split testing feature allows you to test one variable such as an audience or ad placement and see which performs better comparatively in different ad sets. 


Your ad is the creative and copy that makes up your Facebook campaign. This is the bit your audience will see so it’s vitally important you spend some time choosing creative that reflects your brand and will be engaging to your audience.  You also want to make it clear what actions you want your audience to take with a clear CTA (call to action), for example, if you want customers to make a purchase, encourage them to ‘Buy Now’. 

Ads sit within an ad set and it’s recommended to create at least 2 variations of your ads within each ad set to test different variations of your ads. You may wish to test different variations of images, copy, headlines, and descriptions to test which ads your audience are most engaged by. 

Ads formats vary depending on which objectives you have chosen but typically allow you to make use of images and video mediums. If you are using images, ensure the image is made up of under 20% text, if it doesn’t, your ads delivery may be reduced or disapproved by Facebook and therefore may not be served to your audience at all. 

Important! Before you begin planning or setting up Facebook campaigns ensure your Facebook Pixel is installed correctly on your website. 

The Facebook Pixel Helper tool, will help ensure your Facebook pixel is recording events on your website correctly.

Read More: ‘What is a Facebook Pixel?’


Not quite sure where to start? We are experts in Facebook Advertsing, and paid marketing. Contact us today to find out what we can do for you.

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Rob Bluck

Rob is a growth marketing professional, with a BA Hons in Business Management & Marketing and a wealth of experience within B2B, eCommerce, SaaS and Technology sectors.