Nicolas KorvessisChief Executive Officer, Scale Lab · CEO Of Scale Lab 🧪 Scale Your Business With The 'Pyramid Of Growth' See how it works below! 👇

ABO vs CBO The Best Way to Scale Facebook Ads

2 Aug 2026 · 1 min

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1:19

In this presentation, the speaker argues that a one‑size‑fits‑all approach to Facebook ad budgeting—typically using a single CBO campaign with multiple ads per ad set—fails because each ad account behaves differently. To address this, they recommend restructuring accounts and running asset‑testing campaigns that allocate an ABO budget to each ad set, placing only one creative per ad set so each receives an isolated budget. This prevents the algorithm from starving some ads while favoring others. The speaker stresses the importance of testing various configurations (CBO vs ABO, multiple ads per ad set vs single ad per ad set) within each account to see which yields better performance. Applying this method allowed their team to spend budget more quickly and reduce CPMs, but they caution that there is no universally correct setup; results depend on the specific account.

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The problem with that is every ad account is totally different. Now, the next thing that actually helped us out a lot is restructuring the ad account. So everyone will say that you have to do one campaign with a CBO, or at least it's a very big, like something that's talked about a lot, is you do one campaign with a CBO, multiple ads in one ad set, and you just have 2 or 3 ad sets, but you'll have, you know, 4 or 5 ads in one ad set, doing it all through a CBO. And you're kind of letting Facebook pick and choose. The problem with that is every ad account is totally different. I have accounts where that crushes, and I have accounts where that totally just bombs, and it does not work at all. All you've been doing is CBOs, multiple ads per ad set, try setting up an asset testing campaign where you do everything with an ABO budget, one ad per ad set. Every creative gets its own budget, it's all clean and isolated, and then the algorithm can't starve 9 ads just to feed one. If you're launching those 10 creatives. Super important that you test this in your account and you see, how does my account react to a CBO versus an ABO, multiple ads per ad set versus one ad per ad set, and all the other combinations in between. This actually allowed us to spend more faster and drop our CPMs in combination with those new creatives. There's no like one right way.