How 8-figure brands are structuring Meta ads in 2025

Here’s what we’re seeing across accounts that are scaling smart right now.

Most of the Meta playbooks from even a year ago are feeling stale. The new structure that’s working in 2025 is cleaner, faster, and easier to read, both for humans and algorithms.

No wild targeting hacks. No gimmicks. Just tight execution and clarity.

Here’s what’s working now:

Attribution Window: 7-day click (no views). Especially important for brands with higher AOV — you want more time for decision-making, but still want clean attribution.

Event Setup: CAPI is non-negotiable. You want a Purchase event score of 8 or 9. That’s your baseline for scaling. If you’re not there, fix your pixel first.

Targeting: Broad still works. Age, gender, country. Keep exclusions tight (e.g. past 180-day customers if needed), but don’t oversegment. Meta will figure it out.

Campaign Structure:

Split things into two core lanes:

1. Testing (ABO)

• Asset Budget Optimization is still the best way to test new creative

• For utility brands: organize by benefit (energy, clarity, relief)

• For aesthetic brands: organize by collection or variant (spring line, bold styles, limited edition)

• Group campaigns by product category for easier analysis

1. Scaling & Conversion (ASC)

• Use Advantage+ Shopping for your top performers

• Bring over your top 10–20% revenue-driving ads

• Or, anything 1+ standard deviation above the mean

• Copy Post IDs directly from ABO to ASC

• Don’t worry about overlap. Meta’s smart enough to sort it out

(Optional) Retargeting Campaign: If you’ve got a large customer base or sell higher-ticket items, this is where you bring them back. Use catalog ads and clear returning customer messaging. Run it in ABO with a customer list.

Creative Format: Upload both 4×5 and 9×16. Headlines matter. So do naming conventions. Clean accounts scale faster. You don’t want to be the one manually digging through “Campaign 7 FINAL_FINAL_v3.”

This is what we’re using inside Aimerce-managed accounts right now. It’s simple but built for consistency, not chaos.

You don’t need complexity. You need consistency + signal quality.

Here to help you win ✌️

– Yiqi