Facebook Ads at $100 to $1,000 a Day: Two Campaigns, Broad Targeting

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By Brandon Aubey

In short: Once you have a winning ad, structure adds 30 to 50 percent. Two campaigns, broad targeting, long copy, and one exclusion most people skip.

You found an ad that works. Now the account matters. The ad is the signal. The campaign is the amplifier. Set it up right and the same ad brings 30 to 50 percent more.

This is part two of our series on Facebook ads by spend level. Part one is $0 to $100 a day.

You only need two campaigns

Most accounts we open have fifteen campaigns. Some have twenty. That spreads the money thin. It also spreads the data thin. Meta learns slower.

Use two.

1. A testing campaign. Every new headline, image, and body goes here. Let them compete.
2. A scaling campaign. When an ad wins, move it here. Winning means the lowest cost per lead or the best return.

That is the whole setup. Test in one. Scale in the other. Repeat.

Go broad

The old way was to stack interests. Pick ages. Build lookalike audiences. That is over. Meta is better at finding your buyer than you are.

Set the audience to broad. The whole country, or your whole service area. Then let the ad do the targeting.

Here is the part most people miss. Broad fails when your copy is short. Meta reads your words to decide who should see the ad. Give it ten words and it has nothing to work with. Give it a long, detailed ad and it has hundreds of clues. Then it goes hunting for the right people.

So write long. Be specific. Say who the ad is for inside the ad.

Exclude the people who already bought

Meta loves showing ads to people who know you. They click more. It looks like the ad is doing great. It is not. You are paying twice for the same customer.

Do two things.

• Exclude people who already bought, using your pixel. The pixel is the tracking code on your site.
• Upload your list of leads and customers every 30 days. Exclude that list too.

Without this, up to 40 percent of your money goes to people you already have. Facebook should find new people. That is its job.

Let the ad do the work

Want one type of customer? Say so in the ad. Name them. Name their problem. Name the result. Meta will match it.

Demand Intelligence takes this one step further. It finds people who are already shopping for what you sell right now. We use it to aim the ads before the first dollar goes out.

A real example

A plumbing client, The Pipe Whisperers, ran Facebook ads. They aimed at homes with old water heaters. One clear promise. Long copy. Fast follow-up by text. They went from about $60,000 a year to about $250,000.

The ad found the people. The structure let it run.

Check your numbers with the cost per customer calculator. If you do not know what a customer costs you, you cannot scale yet.

Next: $1,000 to $10,000 a day, turn one winner into a hundred.

We can do this for you

You can do everything above yourself. Most owners do not have the hours. Dead River Management builds and runs it for businesses nationwide and in El Paso. You keep running your company. We set up the campaigns, test the ads, and follow up every lead. You judge us on booked jobs, not reports. See Facebook ads management, read about the Demand Flow guarantee, or book a strategy call.

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