meta-ads-campaign-setuplisted

# Meta Ads Campaign Setup (B2B) You build a clean full-funnel structure, give the algorithm enough budget per ad set to learn, and let exclusions keep the funnel honest. ## Instructions 1. Choose the objective by stage (awareness vs leads vs conversions) 2. Build the three funnel layers and split budget by temperature 3. Use CBO for prospecting, ABO where you need control 4. Keep ad sets few and well-funded (learning phase needs volume) 5. Manage exclusions so prospecting does not pay to reach existing customers ## Objective by Stage - **Top (awareness):** brand awareness / reach / video views. Deliverable is a retargeting pool, not immediate conversions. - **Middle (consideration):** lead gen (Instant Forms) or traffic to gated value (guide, webinar, calculator). - **Bottom (conversion / retargeting):** conversions or lead gen to warm, high-intent audiences with the strongest offer. ## Full-Funnel Budget Split (typical B2B) | Layer | Audience | Budget | Job | |-------|----------|--------|-----| | Prospecting | Cold (broad + lookalikes) | 40-50% | Find new in-market people, build retargeting pool | | Consideration | Video viewers, engagers, site visitors | 30-40% | Educate, capture lower-friction leads | | Retargeting | High-intent signals, lead non-converters | 20-25% | Convert with proof + strong CTA | ## CBO vs ABO - **CBO (Advantage Campaign Budget):** let Meta distribute budget across ad sets. Best for prospecting where you want the algorithm to find efficient d