With all the doom and gloom in this subreddit about Meta's performance lately, I wanted to share a testing approach that's consistently delivering results for our e-commerce clients in our agency right now.

The Single CBO Method

While we've tested numerous structures, the single consolidated CBO approach is outperforming everything else in Q2 2025. Here's how we implement it:

Structure:

• One main CBO campaign that holds 80-90% of your total account budget
• All ad sets (both proven winners and new tests) live within this campaign
• Each new ad set contains 3 creatives (All the creatives are Visually same just one variation in each like headline or subtext etc.)

Process:

1. Start with your existing best performers in the CBO campaign
2. Weekly, add new ad sets with fresh creative concepts (number of ad sets depends on your KPI and budget)
3. Let Facebook's algorithm allocate budget naturally
4. Only turn off ad sets that show consistently poor CPA or CAC over a 7-day window

"But some of my ad sets get no impressions!"

Yes, that happens. In our testing, when we've broken those ignored ad sets out into separate campaigns, they've consistently underperformed. The algorithm is actually saving you money by not spending on what likely wouldn't work anyway.

"I need more control over which ads get tested"

If you absolutely must test specific creatives (which i think you don't need to do) , you can still use this method but implement a rotation schedule where you turn off older ad sets to ensure new ones get impression share.

"My account is too small for this approach"

We've successfully used this with accounts spending as little as $50/day. The key is proportional scaling - if you're spending less, add fewer new ad sets per week. BUT number of creatives Should be same within Ad sets for us its 3 and believe me 3 variations is enough to test.

"Why no DCT (Dynamic Creative Testing)?"

Most ad accounts we manage have lost access to DCT - it’s no longer available in many of the interfaces we’re working with. That’s the main reason we’ve shifted to manual creative variations.
That said, if DCT is available in your account, you can absolutely still use it - it just works best with strong foundational creatives.

"Retargeting campaigns?"

Nope. Not anymore.
The only way we "retarget" now is through our creatives.
That means making ads that speak to warmer audiences - product aware, comparison-style, testimonial based, or urgency/offer driven. The algorithm knows who your engagers and visitors are our job is to speak to them with intent in the creative.

"Prospecting + scaling campaign approach?"

Yes and no - it really depends on budget and KPIs. If your daily budget is low (by low I mean if you can only afford 1x CPA budget daily), you should only do 1 campaign and keep everything there and scale vertically.

Scaling process:
We Increase budget by 30% after 3-4 days based on the "high spend high result" method, not by only looking at ROAS.
If it stops performing, we de-scale it to the previous daily budget.
If it starts performing again then scaling it again
and we Keep adding new ad sets (by ad set I mean concept - can be new idea or iteration of winning ads) and let Meta optimize. You will find new winners using this method.

Current Testing Parameters:

For those wondering about specifics, here are the targeting and optimization parameters we're currently using with this method:

• Broad targeting (no interest targeting)
• 7-day click, 1-day view attribution
• Purchase optimization
• Dynamic creative: OFF
• CBO

Would be interested to hear if others are having success with similar approaches right now or if you've found modifications that work even better.