Meta account structure for scale: the full walkthrough

Fewer, bigger ad sets

Every ad set needs enough conversions per week to stabilise. Splitting budget across many narrow audiences keeps them all in learning and raises cost.

Let creative be the targeting

Broad targeting plus varied creative angles lets the algorithm find the right people cheaply. The creative, not the audience setting, is the real lever now.

Separate testing from scaling

Run a disciplined test campaign to find winners, then graduate them into a stable scaling campaign so you never disturb what is working.