The standard ad account structure CMG runs for every paid-media client. Three ad sets per brand, each with a clear job. Variation by client is expected; variation by pod is a smell.
Every CMG client account on Meta runs on three foundational ad sets. They have different jobs, different KPIs, and different success criteria. Don’t blur them.
Default split for an account spending ~$30K/month. Adjust by season, runway, and what’s working.
| Ad set | % of spend | Monthly | Daily | Target KPI |
|---|---|---|---|---|
| 01 · Prospect | 55% | $16,500 | $550 | New-customer ROAS > 2.0 |
| 02 · Retarget | 20% | $6,000 | $200 | Blended ROAS > 4.0 |
| 03 · Scale & test | 25% | $7,500 | $250 | Hook-rate > 25% · new winner / month |
| Total | 100% | $30,000 | $1,000 | Blended ROAS > 2.5 |
Every test should answer one question. Don’t change two variables at once.
| Variable | Test cadence | How we test |
|---|---|---|
| Hook (first 3s) | Every cycle | 3–5 hook variants over same body. Kill at 1K imps if hook-rate < benchmark. |
| Format (static / UGC / motion) | Every 2 weeks | Same offer, three formats. Hold audience constant. |
| Offer / promotion | Quarterly | A vs B offer at parity creative. 7-day flight. |
| Audience | Monthly | One new audience at a time. Hold creative constant. |
| Landing page | Quarterly | Coordinate with AI Developer for split test infrastructure. |
Kill an ad if it spends 2× target CPA without a sale, or if hook-rate falls below 15% after 2K impressions. Discipline beats hope.
Naming is non-negotiable. Bad naming makes reporting impossible and audits painful.
[BRAND]_[SET]_[CONCEPT]_[FORMAT]_[HOOK]_[v##]
Example: VITACLAY_PROSPECT_PROBLEMSOLUTION_UGC_QUICKCOOK_v03
The ads plan feeds straight into the weekly report — see Reporting & Cadence. Pull these numbers every Friday.