I Help Coaches Increase Revenue By Setting Up Appointments With Clients

Senior Meta Ads Specialist focused on hands-on delivery for agencies.

I work as a plug-and-play partner, taking over Meta Ads accounts and keeping campaigns profitable without adding management overhead. A small support team helps with creatives and production when needed.

Experience across e-commerce and lead generation, including US and European markets, with responsibility for budgets up to $100k/month.

Available for long-term agency partnerships, white-label, and subcontracting work.

For some time now, I’ve been thinking about a clean framework for Meta account structures.

Some things worked consistently, some stopped after the Andromeda update, so it felt like the right moment to bring more clarity into how I structure accounts.

I did a brainstorming session with ChatGPT, combined what already worked for me with what’s changed, and turned it into a system.

This is the structure I’m going to run with.


Meta Ads Account Structure 2026


A system-level framework aligned with how the algorithm works


1. First principles

Meta is no longer an “ads platform”.
It’s a real-time attention market with a monetization engine.

The algorithm doesn’t optimize single ads.
It optimizes probabilistic customer journeys.

It evaluates:

sequences, not impressions
downstream probability, not last-click ROAS
system-level contribution, not visible metrics

Ads Manager shows outcomes.
The algorithm operates on prediction and causality.


2. Why old structures break

What used to work:

funnel separation (TOF / MOF / BOF)
heavy exclusions
ROAS-driven pruning
audience control over creatives

What works now:

micro-cohorts
sequential learning
algorithm-led distribution
creative supply > structure

The system decides who sees what, in what order, how often, and with which creative.

Your role shifted.


3. The core rule

Meta learns best at the level where it allocates budget.

This explains:

why CBO scales better than ABO
why over-segmentation kills performance
why “bad ROAS ads” can still matter

Structure exists to:

remove artificial constraints
maximize creative competition
give the system room to sequence


4. Creative variety > creative volume

Volume = how many ads you launch
Variety = how many functions the system can choose from

Each creative can act as:

entry point
objection handler
trust builder
conversion accelerator

No variety = Meta still spends, just less efficiently.


5. Base account structure

Campaign 1: Core scaling (CBO, auto-bid)
Budget: ~50–60%

3–4 prospecting ad sets
1 combined remarketing ad set
mixed TOF / MOF / BOF creatives

No funnel separation.
No ROAS-based pruning.

This is where Meta builds journeys.

Campaign 2: Creative testing (CBO, auto-bid)
Budget: ~20%

Same structure. Same audiences.
Only new creatives.

Rule:

Does Meta allocate spend when real alternatives exist?

Spend = usefulness signal.

Campaign 3: DPA (separate system)
Budget: ~20%

DPA harvests intent and distorts learning if mixed with brand creatives.

Its role:

close loops
monetize demand


6. Target ROAS

Target ROAS is a constraint, not a scaling tool.

Use it only for:

mature accounts
stable LTV
cash-flow control

Never replace auto-bid with it.
Clone the system, reduce budget, add constraint.


Final mental model

You are not managing ads.
You are managing a creative-powered learning system.

Filip Grabowski

With 4 years of experience in performance marketing, my goal is always to maximize my clients' profitability, helping them succeed in their industries. I'm passionate about the opportunities that digital marketing offers business owners to scale their businesses.

Outside work, you'll find me in the gym, practicing kickboxing and karate, or planning my next adventure in Latin America. I'm passionate about exploring new cultures and languages, especially spanish and portuguese.

Senior Meta Ads Specialist | Agency Delivery Partner

I think ads just got… easier.

Not because Meta did some “secret algorithm update”.

But because the system is finally doing the hard part for us.

Here’s what I’m seeing in real life:

I’m running a tiny test right now for martial arts school owners (BJJ / karate / taekwondo).

Budget?

About $6/day.

Yes. Six dollars. Across the entire US.

That’s literally a drop in the ocean.

And still — the last few leads coming in are real owners.
Not students. Not random fitness people. Actual dojo owners with concrete problems.

Which tells me something important.

The algorithm today doesn’t need me to:

stack interests
build complex audiences
guess demographics
burn money “finding” people

If the creative is specific enough, Meta figures out the rest.

Before, we had to do the algorithm’s job:

We mapped audiences manually.
Tested interests.
Built lookalikes.
Burned budget just to locate the right people.

Now?

Creative is the targeting.

If your video says:

“Martial arts school owners struggling to fill kids classes in Q1”

Meta already knows who that is.

It knows:

who runs a dojo
who watches similar content
who’s researching enrollment systems
who’s scrolling competitors
who’s in owner groups

You don’t see this data.

But the model does.

So instead of shotgun marketing, it’s more like a laser pointer.

And that’s why even microscopic budgets can work — if your messaging is sharp.

I keep hearing the same advice in e-commerce circles:

“Don’t mix catalog with static or video — Meta will push all the budget into catalog because CPC is lower.”
“Disable catalog enhancement under static ads — AI will steal spend.”

These are good insights.

But almost nobody asks the real question:

Why does Meta want to push budget there in the first place?

Not because it’s evil.
Not because it wants to mess with your structure.

It’s because catalogs operate on a completely different logic.

Static and video ads work like this:
you have ONE message, ONE creative, ONE product — and the system has to find the right person.

Catalogs work in reverse.

You give the platform hundreds of products, and for every single user it selects the best possible match.

Static ads hunt for people.
Catalogs match products to people.

That’s a massive difference.

It’s like throwing one fishing rod into the ocean vs releasing a whole school of fish and letting nature do its thing.

Statistically, catalogs just win.

That’s also why loading catalogs with products that never sell makes no sense.
More SKU isn’t better — more sellable SKU is.

I still love statics.

They’re great when you want to communicate one sharp idea and force a decision now.

And video is powerful too — a 20-second clip can educate, present a solution, and drive action at the same time.

Different tools. Different jobs.

But as algorithms get better at aggregating massive amounts of data in real time, catalogs increasingly dominate in pure performance scenarios.

Not because they’re magical.

Because they let the system do what it’s best at: pattern matching at scale.

My current takeaway from all this:

Before launching any ads, you should sit down with the client and go through the product feed first — and make sure it’s absolutely dialed in.

On many of my accounts, catalogs already generate 50–60% of total sales.
Meta keeps pushing budget there over and over again.

That’s a signal.

If the platform consistently favors catalogs, then the feed has to be spotless.

In practice, the ROI from optimizing a feed once is often much higher than shipping new static ads or videos every week.

Creatives matter.
But the feed is the foundation.

And foundations compound.

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