What Are the Tiers in the Facebook Ads Campaign Structure? — AgencyHub

What Are the Tiers in the Facebook Ads Campaign Structure?

Are you looking to supercharge your online advertising game and reach your target audience with sharp precision? Look no further than Facebook ad campaigns. With over millions of active users and powerful targeting tools, Facebook is a goldmine of opportunities for businesses of all sizes. But with great power comes great responsibility, and if you’re not careful, you can end up squandering your ad budget on poorly performing campaigns that fail to resonate with your audience. That’s where it pays to really know the Facebook ads campaign structure.

Facebook Ads Campaign Structure: Tiers and More

facebook ads tiers

At its core, Facebook’s ad structure is divided into three tiers: the campaign level, the ad set level, and the ad level. Each tier has its specific role and settings, and mastering them is crucial to achieving your marketing goals and optimizing your ROI.

Campaign Level

At the campaign level, you define your primary objective, such as increasing brand awareness, generating leads, or driving sales. This sets the tone and scope for your entire ad campaign and determines which types of ads and targeting options are available to you.

Ad Set Level

At the ad set level, you specify your audience targeting, budget, ad placement, and scheduling options. This is where you define the who, what, where, and when of your ad campaign and make critical decisions that can impact its effectiveness and cost.

Ad Level

Finally, at the ad level, you create and customize the actual ads that will appear on users’ Facebook feeds, including images, videos, copy, and calls to action. This is where you can get creative and test different variations to see what works best for your audience.

The first step is setting up your Facebook Business Manager Account.

Set Up Your Facebook Business Manager Account

Facebook Business Manager Account

Don’t worry; creating a Business Manager account is quick and easy, and best of all, it’s free. Here’s how you can get started:

  1. Go to business.facebook.com and click on “Create Account.”
  2. Enter your business name and choose the primary Facebook Page for the account.
  3. Enter your name and work email address.

Once you’ve created your Business Manager account, you can add ad accounts. Once you do, you’ll need to set their objects and levels.

Setting Your Objectives

Now that you’ve created your Facebook Business Manager account and set up your ad accounts, it’s time to dive into the nitty-gritty of creating your ad campaigns. And that starts with setting a clear and actionable campaign objective that aligns with your business goals. Here’s how to do it:

  1. Log in to Facebook Ad Manager and select your Ad Account.
  2. Click on the “Create Ad” button.
  3. Choose an objective for your Facebook ad campaign from the list of options.

These objectives are organized into three categories that correspond to the different stages of the buyer’s journey:


If you’re looking to get your name out there and reach a wide audience, this is the objective you want.


If you’re looking to engage and educate an audience who already basically knows your name and encourage them to explore your products or services, this is the way to go.


If you’re looking to get a highly targeted audience to do specific actions or conversions, such as leads, sales, or app purchases, this is the right choice for you.

Choosing the right objective is critical because it will determine which ad formats, placements, and targeting options are available to you and how Facebook will optimize your ads for maximum impact. Once you’ve selected your objective, you can start creating your ads and customizing them to fit your audience, budget, and creative preferences. And if you need help, AgencyHub is here with the services you need for every step of the way, from crafting compelling ad copy to monitoring your campaigns and optimizing your ROI.

Choosing Your Audience

By now, you should have a clear understanding of the type of people you want to reach with your ads and what you hope to achieve with your campaign. At the campaign level, you’ll see an option to define your target audience. Here, you can customize your audience based on several factors, including:

  1. Location: target people by country, county, state, city, or postcode.
  2. Demographics: choose to target people based on age, gender, education, and other demographic characteristics.
  3. Interests: target people based on their hobbies, favorite activities, the Pages they like, and other interests.
  4. Behavior: target people based on prior purchases, device usage, and other behaviors.
  5. Connection: include or exclude people who are already familiar with your brand, such as those who have liked your page or attended one of your events.

You can also use advanced targeting techniques, such as Custom Audiences, to retarget people who have already shown an interest in your products and services.

Craft Your Ad

Facebook ad creation

Here’s where things can get tricky. At this point, you need to decide what your audience will see and interact with when they see your ads. First, choose an ad format that aligns with your campaign objective. Facebook offers a range of ad formats to choose from, including Carousel, Single Image, Single Video, Collection Ads, Slideshow, Canvas, and Instant Experience. The format options available to you depend on the objective you set for the particular ad.

Once you’ve chosen your ad format, it’s time to create your ad. This means adding copy, images, video, and other media to your ad. Remember, the goal is to grab your audience’s attention and make your offering relevant to their needs. You’ll need benefit-driven headlines that speak to pain points, eye-catching images or video, copy that gets to the point and offers a compelling case, and a relevant call to action that impels readers to take action.

Need Help With Your Facebook Ads Campaign Structure?

It’s a lot to take in, and what we’ve presented here are really just the basics. At AgencyHub, we understand that creating effective Facebook ads can be a time-consuming and complex process. That’s why we offer the services you need to create high-converting ads that drive results. Take the next step now and contact us at AgencyHub. You can get started with 20% off your first order!