Trackwat
BANNED
- Jan 29, 2023
- 605
- 97
Let me share what's working for most of the accounts I manage. The prospecting vs support ad framework is good but what most people miss is the attribution complexity that happens when you're running this many concurrent creatives... you need much more sophisticated tracking setups to understand which prospecting ads are actually feeding your support ads effectively.
Frequency targeting approach works well but I've found you also need to layer in engagement-based exclusions between your prospecting and support campaigns... otherwise you get auction overlap where Facebook is deciding which of your own ads should win against each other.
For accounts spending $200k-$500k+ monthly, this internal competition can inflate CPMs by 20-30% if not managed properly.
One thing I'd add is the importance of creative refresh cycles at this scale... those 400+ day ad runs are impressive but you need systematic testing pipelines to replace them before they fatigue.
I typically see performance start declining around the 6-month mark even for winning creatives, so having 15-20 new prospects in testing weekly becomes essential for maintaining spend levels.
CPA variance between prospecting and support is exactly right but the real optimization happens when you sync this with your email and SMS attribution... your prospecting ads should be feeding customer data back to retention channels through enhanced conversions, and those channels should be informing your LAL creation for new prospecting campaigns.
Most agencies treat Facebook in isolation but the brands scaling past ≈$10k-20k daily have integrated attribution across all touchpoints.
Also worth mentioning that the 30/60/10 split changes pretty dramatically based on customer LTV and purchase cycles... subscription businesses can run higher prospecting percentages because the payback period is longer, while one-time purchase brands need more support ad density to hit profitability targets.
The campaign structure is clean though... I've seen too many accounts try to over-segment at this scale and end up hurting the algorithm's learning efficiency.
Keeping everything in one CBO with proper audience exclusions usually outperforms complex multi-campaign setups for most verticals.
Frequency targeting approach works well but I've found you also need to layer in engagement-based exclusions between your prospecting and support campaigns... otherwise you get auction overlap where Facebook is deciding which of your own ads should win against each other.
For accounts spending $200k-$500k+ monthly, this internal competition can inflate CPMs by 20-30% if not managed properly.
One thing I'd add is the importance of creative refresh cycles at this scale... those 400+ day ad runs are impressive but you need systematic testing pipelines to replace them before they fatigue.
I typically see performance start declining around the 6-month mark even for winning creatives, so having 15-20 new prospects in testing weekly becomes essential for maintaining spend levels.
CPA variance between prospecting and support is exactly right but the real optimization happens when you sync this with your email and SMS attribution... your prospecting ads should be feeding customer data back to retention channels through enhanced conversions, and those channels should be informing your LAL creation for new prospecting campaigns.
Most agencies treat Facebook in isolation but the brands scaling past ≈$10k-20k daily have integrated attribution across all touchpoints.
Also worth mentioning that the 30/60/10 split changes pretty dramatically based on customer LTV and purchase cycles... subscription businesses can run higher prospecting percentages because the payback period is longer, while one-time purchase brands need more support ad density to hit profitability targets.
The campaign structure is clean though... I've seen too many accounts try to over-segment at this scale and end up hurting the algorithm's learning efficiency.
Keeping everything in one CBO with proper audience exclusions usually outperforms complex multi-campaign setups for most verticals.
