Meta: campaigns, ad sets and ads

Facebook and Instagram ads are organised in three layers.

1. Campaign: your objective, such as sales, leads, traffic or awareness. Every ad set and ad in the campaign shares it.
2. Ad set: who sees your ads (audience), where (placements such as Feed, Stories or Reels), when (schedule) and how much is spent (budget).
3. Ad: the creative people see: image or video, text, headline and call to action.

Good to know

• Changing your objective means creating a new campaign.
• Changing your audience or budget happens at the ad set level.
• Testing two images or headlines? Add both as ads in the same ad set.
• Meta's Advantage+ options let Meta's AI handle more of the targeting and placements automatically.

Read more: the Meta Business Help Centre: search for "ad campaign structure".