Unnamed company
Split ads into groups by format and message, each with its own budget
Unknownpaid-social
What they did
One campaign (app promotion or web); ad sets per bucket: media type (static vs video), style (text walls, memes, UGC video) and message/pain point (overthinking, anxious attachment...). Budgets set at ad-set level, not campaign level, so Meta can't pour 90% into one bucket. Each bucket gets its own cost-per-target goal, e.g. memes bring engaging but lower-quality traffic so they must hit about half the target cost.
Related topics
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