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

Lower CPMs and cost per results with this setup

18 Jun 2025 · 1 min

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In this instructional segment, the speaker advises advertisers to structure Facebook campaigns with a single ad per ad set and a single creative within each ad set. By doing so, the platform’s budget‑allocation algorithm cannot arbitrarily distribute spend across multiple creatives, which would mask which creative is truly driving results. This clear one‑to‑one mapping lets marketers accurately identify the effective ad and creative, leading to lower CPMs and more reliable cost‑per‑result metrics.

I'd recommend locking one ad per ad set and one creative within each one of those ad sets. The reason why is because if you had this one ad set and 3 creatives in there and say your budget was $25 a day, well, Facebook's gonna decide where that budget goes. And what's annoying about that is you won't actually know what creative or what test you're doing is actually driving most of the results inside of your ads. So it's really important to have one ad per ad set so you can actually figure out what the heck is working and what isn't.