Meta Ad Account Restructure
Game plan for Winnie · June 2026
Overview
Consolidate the Meta ad account into a clear, scalable structure. Three campaigns total: BAU Purchase (always-on), Awareness (top-of-funnel), and the existing Seasonal/Promotional campaign (leave as-is).
| Campaign | Objective | Budget | Status |
|---|---|---|---|
| BAU — Purchase | Purchase (Advantage+) | $650/day | Build New |
| Awareness | Reach & Frequency | $50/day | Build New |
| Seasonal / Promotional | Purchase | $300/day | Leave As-Is |
Total Meta budget: ~$1,000/day. Seasonal is already live and managed by Winnie — no changes needed there.
Account Structure Diagram
EN | AU | PUR | BAU | ALL INSTRUMENTSCBO · $650/day · No floors
EN | AU | PUR | GUITARISTS | ADV+Advantage+ Audience
Signal: 30-day ATC (whole catalog)
Beginner Guitar CatalogAwaiting client input
Beginner AdsMigrate existing + new creative
Intermediate+ Guitar CatalogAwaiting client input
Upgrader / Collector AdsMigrate existing + new creative
EN | AU | PUR | DRUMMERS | ADV+Advantage+ Audience
Signal: 30-day ATC (whole catalog)
Broad Drumming CatalogAwaiting client input
Drumming AdsMigrate existing
EN | AU | PUR | CATCHALL | ADV+Advantage+ Audience
Signal: 30-day ATC (whole catalog)
Everything Else CatalogKeys, Piano, PA, DJ, Bass, etc.
Catchall AdsMigrate existing
EN | AU | AWR | ALL INSTRUMENTSReach & Frequency · ABO · $50/day
EN | AU | AWR | NET NEW | BROAD$30/day
Broad — exclude 180-day purchasers
4–5 Boosted Organic PostsRotate weekly
EN | AU | AWR | RETARGETING$20/day
180-day purchasers + 90-day ATC + 30-day website/IG visitors
4–5 Boosted Organic PostsRotate weekly · Can share post IDs
Campaign 1: BAU — Purchase
| Setting | Value |
|---|---|
| Campaign Name | EN | AU | PUR | BAU | ALL INSTRUMENTS |
| Objective | Sales — Purchase |
| Budget Type | Campaign Budget Optimisation (CBO) |
| Daily Budget | $650/day |
| Spend Floors | None — let Meta optimise freely |
| Geo | Australia-wide (confirm NZ with Mal + client) |
| Age / Gender | Fully open — no restrictions |
| Placements | Advantage+ Placements |
| Advantage+ Creative | OFF — all AI creative features disabled |
Ad Set 1: Guitarists
| Setting | Value |
|---|---|
| Ad Set Name | EN | AU | PUR | GUITARISTS | ADV+ |
| Audience | Advantage+ Audience — no interest stacking |
| Audience Signal | 30-day catalog add-to-cart (whole catalog) as a suggestion |
| Catalogs | Two product sets: 1. Beginner Guitars Awaiting Client 2. Intermediate+ Guitars Awaiting Client |
| Ad-Level Split | Separate ads for beginner creative vs upgrader/collector creative |
| Ads | Migrate/duplicate best-performing existing guitar ads. New creative to come via KK brief. |
Ad Set 2: Drummers
| Setting | Value |
|---|---|
| Ad Set Name | EN | AU | PUR | DRUMMERS | ADV+ |
| Audience | Advantage+ Audience — no interest stacking |
| Audience Signal | 30-day catalog add-to-cart (whole catalog) as a suggestion |
| Catalog | One broad drumming catalog Awaiting Client |
| Ads | Migrate/duplicate existing drumming ads |
Ad Set 3: Catchall
| Setting | Value |
|---|---|
| Ad Set Name | EN | AU | PUR | CATCHALL | ADV+ |
| Audience | Advantage+ Audience — no interest stacking |
| Audience Signal | 30-day catalog add-to-cart (whole catalog) as a suggestion |
| Catalog | Everything not in Guitarists or Drummers — Keys, Piano, PA, DJ, Bass, Producer, Band Awaiting Client |
| Ads | Migrate/duplicate existing remaining ads |
Campaign 2: Awareness
| Setting | Value |
|---|---|
| Campaign Name | EN | AU | AWR | ALL INSTRUMENTS |
| Objective | Reach & Frequency (max frequency) |
| Budget Type | Ad Set Budget (ABO) |
| Frequency Cap | Default settings |
| Geo | Australia-wide |
| Age / Gender | Fully open |
| Placements | Advantage+ Placements |
| Advantage+ Creative | OFF |
Ad Set 1: Net New
| Setting | Value |
|---|---|
| Ad Set Name | EN | AU | AWR | NET NEW | BROAD |
| Daily Budget | $30/day |
| Audience | Broad — exclude 180-day purchasers |
| Ads | 4–5 creatives: boosted organic posts + any promo content. Rotate weekly. |
Ad Set 2: Retargeting
| Setting | Value |
|---|---|
| Ad Set Name | EN | AU | AWR | RETARGETING |
| Daily Budget | $20/day |
| Audience | Combined audience: • Purchased in last 180 days • Added to cart via catalog in last 90 days • Visited website or Instagram page in last 30 days |
| Ads | 4–5 creatives: same pool as Net New (can share post IDs). Rotate weekly. |
Weekly refresh: Each week, pull the top 5 performing organic posts from the Musos pages + any active promotions or new content. Swap these into both awareness ad sets. Same post IDs can be used across both ad sets.
Catalog & Product Set Strategy
Blocked on client input: All catalog/product set definitions need to be confirmed with the client before they can be built. Build the campaign shells now and swap catalogs in as they're defined.
Global Catalog Rules
- Minimum price: All products must be over $100
- No accessories: Accessories excluded from all catalog feeds
- Use dynamic filters (not manual product sets) so they auto-update with new SKUs
Product Sets Required
| Product Set | Used In | Definition | Status |
|---|---|---|---|
| Beginner Guitars | Guitarists ad set | Beginner brands + price points — including starter kits (~$500). Client to define which brands and price thresholds qualify as "beginner". | Ask Client |
| Intermediate+ Guitars | Guitarists ad set | Everything in guitars that is NOT in the beginner set. Client to help define the boundary. | Ask Client |
| Broad Drumming | Drummers ad set | All drumming products: acoustic kits, e-drums, hardware, cymbals. Over $100, no accessories. | Ask Client |
| Everything Else | Catchall ad set | All remaining products not in Guitars or Drums: keys, piano, PA, DJ, bass, producer gear, band/orchestral. Over $100, no accessories. | Ask Client |
Migration approach: Build the campaign shell with current catalog assignments. As each product set is defined with the client, swap it into the appropriate ad set. No need to wait on catalog definitions to launch the structure.
Campaign 3: Seasonal / Promotional
No Changes — Winnie continues managing this campaign as-is at $300/day. No structural changes needed.
Creative & Content Pipeline
Creative is the main bottleneck on Meta. Aaron will create content pillars, then Winnie briefs KK based on those pillars.
Immediate: Migrate Existing
- Duplicate/migrate best-performing existing ads into the new structure
- Map guitar ads → Guitarists ad set, drum ads → Drummers, everything else → Catchall
- Mix of catalog (dynamic product) ads and static image/video ads
Next: New Creative via KK Brief
- Aaron to define content pillars first
- Winnie to brief KK based on content pillars
- Priority angles: beginner guitar demos, genre-specific hooks, drummer acoustic vs e-drums split
Global Settings & Rules
| Setting | Value |
|---|---|
| Advantage+ Creative | OFF everywhere — no text variations, no image enhancements, no music, no AI features |
| Placements | Advantage+ Placements on all campaigns |
| Geo Targeting | Australia-wide. Confirm NZ with Mal + client. |
| Age / Gender | Fully open across all ad sets |
| Conversion Event | Purchase |
| CAPI | Tested and working |
| Naming Convention | EN | AU | [OBJ] | [DETAIL]OBJ: PUR (purchase), AWR (awareness) |
Spend Philosophy
- ROAS target: 13.2% — currently tracking at ~22% (soft but acceptable while scaling)
- Do not pull back spend. The client has ambitious revenue targets. Spend to the allocated budget and optimise for more revenue from existing spend.
- If reallocation is needed, shift between Google and Meta based on performance
- Google was underspending due to feed issues — now correcting and spending at target levels
Key message for Caroline: We are spending to the target budget. ROAS is soft but expected while scaling. We should not pull back — we should optimise allocation within the existing budget.
Action Items
| Action | Owner | Status |
|---|---|---|
| Build BAU campaign shell (campaigns, ad sets, budgets, audiences) | Winnie | Ready to Build |
| Build Awareness campaign shell (2 ad sets, ABO budgets, audiences) | Winnie | Ready to Build |
| Migrate/duplicate existing ads into new structure | Winnie | Ready to Build |
| Populate awareness ad sets with top 5 organic posts | Winnie | Ready to Build |
| Confirm beginner guitar brands & price points with client | Aaron / Winnie | Pending |
| Define all four catalog product sets with client input | Aaron / Winnie | Pending |
| Swap catalogs into ad sets as they're defined | Winnie | Blocked — waiting on client |
| Create content pillars for KK brief | Aaron | Pending |
| Brief KK on creative based on content pillars | Winnie | Blocked — waiting on pillars |
| Communicate spend strategy to Caroline | Winnie / Mal | Pending |
| Confirm NZ targeting with Mal + client | Aaron | Pending |