Reading time: 4 minutes

Meta setup on the new ad account

Hello ECOM growth folks,

JK here, and weeks have been flying by for me lately as I am hands-on on two projects, auditing Meta accounts and doing consulting.


Some businesses need help to maintain profitability, while others are thriving and scaling super high.

🚀 One of the projects I work on just hit the 100K € revenue mark within the first 2,5 months on the market, making a profitable acquisition.

🚀 The second one is a great way to triple revenue from last year and hit eight figures this year.


BTW, if you are interested in a Meta account audit from my side that includes the overview of the setup, testing, scaling, creatives, reporting, and getting 10+ actionable tips on how to improve your results in 60 days or less – Make sure to reach out via this form or LinkedIn 🙂 


Recently, I have received a lot of questions regarding how to structure a new ad account for a new startup, such as how to leverage Meta ads or if you are starting in a new market.

That’s why I decided to write this blog post about:



I always run 4 types of campaigns:

#1 Testing

#2 Retargeting 

#3 Scaling

#4 Audience Testing


I am going to break down each one so you can better understand how and why I use them.

Ready? Let’s start! 🔥


#1 Testing 🕵️‍♀️

This is the first campaign I set up on day 0, and its purpose is to find new scalable ads to promote further.

First, I start with testing different creatives and funnels to find the winning combination.

Learn more about my creative testing framework here.


I prefer to start with the ABO campaign and target broad to find scalable winners to the masses.

I usually start testing ad sets with an ABO’s daily budget of 2-3x your target CPO.


I segment ad sets based on the following:

> Format 

> Angle

> Creator

> Creative style


Later, I will identify the best-performing audience for the top-of-the-funnel audience and leverage it for testing – In 80% of the cases, it stays broad.

I exclude only buyers here: Pixel data 180 days + email list of buyers.


I aim to test 15-20 creatives weekly to find winners quickly.

I use videos first here to get traction faster, understand what works, and build re-engagement audiences. But images and GIFs are also leveraged.


#2 Retargeting 🎯

The second campaign I set up is the retargeting campaign.

“What, JK? Are you still running retargeting campaigns in 2024?”

“Yes, I do because they still work. Let me explain.”


On day 2, I set up a retargeting campaign.

Targeting seven-day stack:

  • Engaged audience on Facebook
  • Engaged audience on Instagram
  • Video viewers +10sec or +75%

*If higher AOV product = more extended periods, more segmented.


For me, what works best here is to have 6-8 ads in the ad set that combines:

> Social proof


> Objection-killers

> Safety

> Best-performing ad(s) from TOF audience

*For more ideas, read this blog


The budget here is 20-30% of the daily budget.

The goal is to catch the doubters still thinking about the purchase and move them lower down the funnel.


#3 Scaling 💸

Now, we come to the exciting part of the media buying, the scaling part.

It’s been 5-10 days since we started testing our ads, and we have likely found some that stand out from a performance perspective.

For me, I normally identify winners when they generate 15-20 purchases within the target performance metrics, normally CPA or ROAS.


Scaling for me is done within the Advantage+ 🤑

WHY? Most scalable and stable when increasing budgets.

*Read my tips on Advantage+


The rule of scaling is to use Post IDs to keep engagement. I collect the 6-10 ads that work best and stack them in the scaling campaign.

This first daily budget setup is 10-15x your target CPO.


#4 Audience Testing 📊

After 14 days, I start testing winning ads on different audiences.

I stack 3-5 winning ads within one ad set and target different audiences between ad sets.


My preferred choice to separate the ad sets is to target:

> Intrest stack on the niche

> Interest stack of shopping interests

> Interest stack of relevant magazines and communities

> Narrow audience

> Lookalike stack of re-engaged audiences, check out events and email list

> Advantage+ audience


I prefer CBO for audience testing; I usually start with a 7-10x target CPO daily budget and set 3-5 ad sets.

Based on the performance, I optimize ads, add new ones, pump up a budget, and create new ad sets.

*For me, the rule is to have at least 3-4 ads running per ad set in this campaign.


📍 That’s my setup for the first 2-4 weeks of running the new ad account.

If you want a further breakdown, let me know 😉 


Recommended read from my blog 🧠

  1. The Ultimate Guide to Creative Testing
  2. How to use different creative styles across the funnel?
  3. How to scale higher With Advantage+ (Practical tips only)


And that’s a wrap for today’s ECOM growth community! 


If you have any questions or you want to break some of this further, DM me on LinkedIn

If you are interested in working together, submit this form.

If this email was forwarded to you and you aren’t subscribed yet to my newsletter, make sure to subscribe.


Talk soon and as always …

Happy scaling! 🚀


Jure (JK) Knehtl

Founder @ JK GROWTH