Matias Gañan
Founder, Makian Agency
Structure Is the Foundation of Scalable Meta Ads Performance
Most brands approach Meta Ads like a single experiment. High-performing brands treat it like a system. The difference is structure — a clear hierarchy that separates testing from scaling, isolates variables, and gives the algorithm the right signals to optimize efficiently.
The Three-Campaign Structure We Trust
Instead of running everything in one campaign, we split by funnel stage:
- Campaign 1 — Prospecting: Broad or Advantage+ audiences, optimizing for purchases or leads.
- Campaign 2 — Retargeting: Website visitors, video viewers, and engaged audiences.
- Campaign 3 — Retention: Existing customers. Upsell, cross-sell, or loyalty offers.
Ad Set Structure: Avoid Audience Cannibalization
Our approach:
- Consolidate ad sets — fewer, broader ad sets outperform fragmented ones
- Use CBO to let Meta allocate spend efficiently
- Avoid overlapping interest stacks across ad sets
- Test one variable per ad set: audience, placement, or creative
Creative Rotation and Fatigue Management
The system we follow:
- Launch 3-5 creatives per ad set minimum
- Monitor hook rate and hold rate weekly, not just CPA
- Pause underperformers when CTR drops below threshold
- Introduce fresh creatives before fatigue hits, not after
Tracking Setup: Clean Data Is Everything
The minimum viable tracking setup:
- Meta Pixel properly configured and verified in Events Manager
- Conversions API (CAPI) implemented server-side to recover iOS data loss
- All key events mapped: Purchase, Lead, Add to Cart, Initiate Checkout
- UTM parameters on every ad for cross-platform attribution
At Makian, tracking is the first thing we audit before touching campaign structure. Bad data is worse than no data.
