Facebook Ad Account Structure Templates (Ecom, SaaS, Lead Gen)

Quick Answer

A clean account structure makes scaling 10x easier. Bad structure = confused algorithm, wasted spend, no clarity on what's working. Use one of the three templates below depending on your business model.

Template 1: Ecommerce Account Structure

ACCOUNT
├── 01_Prospecting_AdvantageShopping
│   └── Ad Set: AS+ Broad
│       ├── Ad: Video_Hero
│       ├── Ad: Carousel_Bestsellers
│       ├── Ad: Image_UGC1
│       └── Ad: Image_UGC2
│
├── 02_Prospecting_LLA_Stack
│   ├── Ad Set: LLA_1pct_Purchasers
│   ├── Ad Set: LLA_3pct_Purchasers
│   └── Ad Set: LLA_1pct_LTV
│
├── 03_Retargeting_HotCart
│   ├── Ad Set: ATC_NoPurchase_30d
│   └── Ad Set: IC_NoPurchase_14d
│
├── 04_Retargeting_Warm
│   ├── Ad Set: Site_180d
│   ├── Ad Set: VideoViewers_75pct
│   └── Ad Set: IG_Engagers_365d
│
├── 05_Reactivation
│   └── Ad Set: PastCustomers_60d+
│
└── 06_BrandVideo_TopOfFunnel
    └── Ad Set: Broad Video Views

Template 2: SaaS Account Structure

ACCOUNT
├── 01_Trial_Signup_Prospecting
│   ├── Ad Set: Broad_AS+
│   └── Ad Set: LLA_TrialToPaid_1pct
│
├── 02_Demo_Booked_Prospecting
│   ├── Ad Set: LLA_DemoBookers_1pct
│   └── Ad Set: Job_Title_ICP
│
├── 03_Retargeting_PricingPage
│   └── Ad Set: VisitedPricing_NoSignup_30d
│
├── 04_Retargeting_TrialNoActivate
│   └── Ad Set: Trial_Signed_NoActivate_14d
│
├── 05_Win_Back_Churned
│   └── Ad Set: ChurnedSubs_60d+
│
└── 06_Content_TOFU
    └── Ad Set: Blog Readers + LLA

Template 3: Lead Gen Account Structure

ACCOUNT
├── 01_LeadForm_Prospecting
│   ├── Ad Set: Broad_AS+
│   ├── Ad Set: LLA_1pct_LeadSubmits
│   └── Ad Set: Detailed_Targeting_ICP
│
├── 02_Conversion_Prospecting (LP traffic)
│   └── Ad Set: Broad
│
├── 03_Retargeting_FormOpened_NoSubmit
│   └── Ad Set: LeadForm_OpenedNoSubmit_90d
│
├── 04_Retargeting_LP_Visitors
│   └── Ad Set: LP_Visited_NoSubmit_30d
│
├── 05_Lead_Nurture_VideoViews
│   └── Ad Set: Educational Video for past leads
│
└── 06_Reactivation_OldLeads
    └── Ad Set: CRM_OldLeads_180d+

Universal Rules

Every campaign:

Single objective (don't mix sales + traffic)

CBO above $200/day, ABO below

Naming convention enforced

Every ad set:

One audience type (broad, LLA, retargeting — never combined)

Min $10/day budget

Advantage+ Placements

Every ad:

4-6 ads per ad set max

1 hero creative + 3 variations + 1 wildcard test

Refresh 1-2 ads per week

Naming Convention (Use Across All Three)

Campaign: [Number]_[Stage]_[Strategy] → 01_Prospecting_AS+

Ad Set: [Audience]_[Window] → LLA_1pct_Purchasers_US

Ad: [Format]_[Angle]_[Date] → Video_PainPoint_Apr05

Build Your Structure In 2 Minutes

Pix-Vu spins up the entire account structure (campaigns, ad sets, ads, naming, budgets) for ecom, SaaS, or lead gen automatically. You answer 4 questions, it builds 30+ ads.

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