Campaign types and settings
Campaign structure
How an ad account is organized into campaigns, ad groups or ad sets, and ads.
What it is
Budgets and goals usually sit at campaign level, targeting at ad group or ad set level, and creative at ad level.
Why it matters
For lead generation and e-commerceStructure decides what can be measured and controlled separately. Automated bidding also works better with enough data in each part.
In practice
Split where budgets, goals or audiences differ; merge where parts are too small to learn.
A common mistake
Splitting into many tiny campaigns that each have too little data for the platform to learn from.
All terms