A founder recently told me they were testing more than 50 ad variations every month.

My first question wasn't about the ads.

It was about the strategy behind them.

That same principle applies to Meta account structure.

In today's newsletter, we'll cover both: how we structure Meta ad accounts today, and why better results often come from better business decisions, not more creative tests.

Topics we'll cover today:
💠 The Simpler Way To Structure Your Meta Ad Account
💠 Before You Test Another Ad, Read This
💠 Latest news in the DTC space

I've been discussing this a lot lately with prospects, clients, and podcast guests.

As brands prepare for June and Q3, I keep hearing the same questions:

Let's answer them once and for all.

After managing more than $100M in ad spend over the last 12 years, we've found that simpler account structures tend to outperform complex ones.

Before we talk about campaigns, ad sets, and ads, it's important to understand one thing:

Your account structure should exist to help Meta spend money efficiently while helping your business communicate what matters most.

Most brands optimize for account organization.

We optimize for business priorities.

Long gone are the days when most accounts needed separate TOF (Top of the funnel), MOF, and BOF campaigns.

What has worked best for us is creating campaigns that support specific business goals.

Think products and offers.

For example, if your budget is relatively small, you can start with a single campaign promoting your hero products and offers, supported by a variety of creative angles.

As your budget grows, a first iteration could look like this:

Campaign 1: Product/Offer A
Campaign 2: Product/Offer B
Campaign 3: Catch-All

The first two campaigns are product/offer-specific.

The third promotes everything else you'd like to communicate.

One.
Broad.
No need to complicate it.

There's no magic number.

What matters is having enough creative variety to give Meta different ways to reach different customer motivations.

Different hooks.
Different angles.
Different formats.
Different creators.

The goal isn't to hit a specific number of ads.

The goal is to create enough variation to allow Meta to find the right message for the right person.

Remember: what triggers you into action won't trigger everyone else.

As budgets increase, we often separate campaigns by a product/offer-angle combination, because each angle is effectively a different sales argument.

At that point, the account could look something like this:

Campaign 1: Product/Offer A - Gifting Angle
Campaign 2: Product/Offer A - Problem/Solution Angle
Campaign 3: Product/Offer A - Partnership Ads

And so on.

You can also create campaigns for:

The structure should evolve as the business evolves.

The easiest way to answer this question is to ask yourself:

"Is there something important we want to communicate that Meta isn't spending money on?"

If the answer is yes, you may need another campaign.

For example, let's say you've launched Product E.

Meta keeps allocating budget to Products A, B, and C because they're performing well.

That's not necessarily a problem.

But if Product E is strategically important and isn't receiving enough spend, creating a dedicated campaign may make sense.

Not because Meta is wrong.

Because the business has priorities beyond short-term performance.

In most cases, no.

If you've configured your Audience Segments properly, go to:

Breakdowns → Audience Segments

There you'll see how Meta is distributing spend across:

In many cases, Meta is already doing the job for you.

Before creating a dedicated remarketing campaign, check where your budget is already going.

You may discover that Meta is allocating spend to those audiences without needing a separate structure.

If there's one thing I'd like you to remember, it's this:

The goal isn't to build the most sophisticated Meta account.

The goal is to build the simplest structure possible while giving Meta enough budget, enough creative variety, and enough clarity around your business priorities.

--
Follow me on LinkedIn for more growth marketing content in the e-commerce space.

Over the past few months, we've audited more than 50 7- and 8-figure brands.

Most weren't struggling to grow.
They were struggling to grow efficiently.

Revenue was there.
Profit wasn't.

And the same patterns kept showing up:

The problem?

Many brands enter Q3 thinking they need more traffic, more campaigns, or more creative.

What they actually need is a stronger foundation.

Because once Q4 arrives, there's very little time to fix what's broken.

The brands that perform best during the second half of the year typically start preparing months before BFCM.

They identify the bottlenecks.

They fix the leaks.

And they build a clear plan for growth.

At BSR, we help brands uncover where revenue and profit are leaking across ads, email, offers, and the customer journey, then build a practical roadmap for the next 90 days.

If you're planning to make a strong push in Q3 and Q4, now is the time to get the foundation right.

Last week, a founder told me: "Brian, we're testing 50+ ad variations every month." 

I asked: "Great...variations based on what?"

Silence.

And honestly, I see this all the time.

Brands spend hours debating:

Should this hook be shorter?
Should we use a UGC video?
Should the CTA be stronger? 

Meanwhile, nobody is asking the bigger question:

What does the business need right now???

Which products should we be promoting?
How do we improve our margins?
Is this the right offer for our customers?
Should we create different offers for different customer types? 

Because here's the thing.

A lot of brands are treating growth like a creative problem. 

It's not.
It's a BUSINESS problem. 

I've seen brands spend months testing hooks, angles, thumbnails, creators, headlines, landing page layouts...

Without ever questioning: 

The offer
The positioning
The value ladder
The retention experience 

And what makes it worse is that they're usually guessing.

Your customers already told you what they want.

You just didn't listen.

It's sitting right there in:

Post-purchase surveys.
Reviews.
CX tickets.
Refund requests.
Live chat conversations.
The founder inbox.

Yet most brands ignore all of that and launch another creative test.

That's why I don't think growth starts in Ads Manager.

It starts with understanding customers.
Then improving the business.
Then improving the message.
And only then worrying about the ad. 

Because sometimes the problem isn't your creative.

Sometimes you're trying to optimize a mediocre offer.

And no amount of A/B testing is going to fix that.

--
Follow me on LinkedIn for more growth marketing content in the e-commerce space.

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Brian Roisentul is the founder & CEO of BSR, a growth marketing agency he started in 2013 to help e-commerce brands unlock hidden revenue by identifying misalignments between their marketing and customer behavior. He is also the host of The DTC Insider podcast, where he interviews thought leaders, founders, and directors in the e-commerce space.

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