The BEST Facebook Ads Account Structure For Ecommerce

To run effective Facebook and Instagram ads for e-commerce stores, the most crucial element to understand is the ad account structure. Over the past year, Meta’s advertising ecosystem has undergone significant changes, which have had a profound impact on e-commerce brands. Therefore, updating and applying the right strategy is a must. The structural models that BHW is about to share have been practically implemented for over 100 brands of various sizes, from businesses just spending their first marketing dollars to brands that have invested 250, 300, 400, or even 500 thousand dollars per month. Let’s dive in and explore them right now!

BHW Agency is currently a leading provider in the field of Facebook ad account rental, especially strong in many industries, including sensitive ones. As an official Facebook partner, we possess a diverse repository of high-quality accounts, and thanks to our extensive experience and deep expertise, BHW has accompanied and supported many businesses in successfully implementing a series of advertising campaigns.

BHW commits that 100% of its accounts are clean, with no history of violations, ensuring that campaigns will be quickly approved and run stably and effectively.

Is running e-commerce ads on Facebook really effective?

Running e-commerce ads on Facebook brings clear effectiveness when implemented correctly. With the advantages of huge reach, detailed targeting capabilities, and powerful optimization tools, Facebook becomes a leading platform that helps advertisers grow revenue, especially in the online retail industry.

Access a large number of potential customers

Facebook currently has over 3 billion monthly active users (according to Meta’s Q2 2024 report). This makes it easy for e-commerce businesses to access a large number of potential customers with just one optimized advertising campaign.

On average, an online fashion store in Vietnam spends 50 million VND on a 30-day Facebook advertising campaign. As a result, they can reach over 2 million impressions and bring in 15,000 website visits, including 3,200 successful orders.

Detailed targeting capability

Unlike traditional advertising, Facebook ads allow for precise targeting based on age, gender, geographic location, interests, and even users’ shopping behaviors. This is why advertisers in the e-commerce field love this platform. Suppose cosmetics brands run ads for a new lipstick line. They choose to target females, aged 18-30, interested in beauty and makeup. After 10 days, the campaign can attract 20,000 clicks with a conversion rate of 5.2%, resulting in a significant increase in revenue.

Diverse ad formats.

We and advertisers appreciate the diversity of ad formats that Facebook offers: image, video, carousel, collection, dynamic ads, etc. These formats allow businesses to creatively tell their brand story while capturing customer attention at various touchpoints.

The BEST Facebook Ads Account Structure For Ecommerce 2025

When entering the e-commerce industry, many advertisers ask: Do running ads on Facebook really bring significant revenue and profit? With our experience in implementation for many businesses, we realize that Facebook Ads is still an extremely potent channel if set up correctly with a methodical test–scale strategy.

Campaign setup

To get started, you need to build campaigns with clear goals. Instead of using the advantage+ shopping campaign (ASC) right away, we recommend starting with a manual sales campaign. This allows you to control more elements and optimize step by step. Typically, each e-commerce ad account will have about 4–5 best-selling products. For each product, we usually deploy two separate campaigns: test and scale.

Example of how to name a campaign: BWM – company A – product 1 – test campaign

In a test campaign, different elements are isolated for effectiveness comparison:

• Creative test: Keep the copy, and change multiple versions of images/videos.
• Copy test: Keep the images/videos, and change multiple versions of the ad content.

In this phase, you should have at least 5 ads running in parallel for easy comparison.

For example: In a recent campaign, we ran 5 creative samples for the same product. After 3 days, the best-performing ad brought a ROAS of 3.8, while the worst-performing one only achieved a ROAS of 1.2. Thanks to this, we can easily decide which creative should be scaled.

How to target the audience for the e-commerce industry

Meta currently prioritizes broad targeting (an audience of over 2 million people). However, from practical experience, interest and lookalike audiences still deliver high efficiency if you know how to leverage them.

• Broad targeting helps expand reach, which is especially suitable when the product has a common demand.
• Interest targeting helps narrow down customers based on specific interests, for example, “people who like online shopping” or “love men’s and women’s fashion.”
• Lookalike audiences are particularly useful when you already have a customer base that has made previous purchases.

For example: when running ads for a cosmetics shop, we used a 1% lookalike audience from 500 customers who made purchases within 30 days, resulting in a 27% CPA reduction compared to broad targeting.

Therefore, our advice is: do not rely entirely on broad targeting, but combine multiple methods to control the audience more effectively.

Campaign testing process

To optimize ads, the testing process must have a clear strategy:

• Creative test → Find the most engaging image/video.
• Copy test → Use the best creative, test 5 content versions to choose the most effective copy.
• Scale campaign (CBO) → Combine the best creative + best copy, then scale with Post ID.

An important tip is to use a Post ID when scaling to retain all engagement, purchase history, comments, and shares. If a new ad is created, all old data will be lost, forcing Facebook to learn from scratch. In a travel backpack sales campaign, by scaling with a Post ID, we retained 2,500 interactions and 180 old orders. Thanks to this, the CPA remained stable at 95,000 VND/order, instead of increasing to 120,000 VND/order as when creating a new ad.

Advertising system structure

To ensure a sustainable advertising system, we always build it with the following structure:

• Each best-selling product = 1 test campaign + 1 scale campaign
• Always maintain at least 5 test ads to continuously find new creatives and copy.
• When an ad wins, we duplicate and scale it using CBO.
• Continuously testing, turn on, and turn off ads according to specific rules to ensure the budget is optimally allocated.

For example: In one month, with 4 key products, we ran 8 campaigns (4 test + 4 scale). The result was 1.2 billion VND in revenue with a total ad cost of 350 million, meaning a ROAS of 3.4. This is clear proof that with a systematic test-and-scale strategy, Facebook Ads remains the most effective channel for e-commerce.

Building a logical Facebook ad account structure for e-commerce is the foundation for us to optimize costs, increase conversion rates, and scale our business. By knowing how to clearly allocate test-scale campaigns and maintain a flexible and continuously optimized ad system, you and other advertisers will be able to create a sustainable competitive advantage in this volatile market.

Frequently asked questions

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