How to create a Facebook Ads strategy in 2024?

“By 2024, Facebook ads is dead”. If you’re in the ad buying business, you’ve probably already seen this kind of statement. They often appear on Linkedin and ad buying groups over the past few months. Data loss following the IOS 14 update, targeting possibilities removed by the platform, increasing importance placed by users on protecting their data and the gradual disappearance of cookies… It’s true that the Facebook environment has changed a great deal in recent years. It increasingly limits the elements on which the media buyer can act to optimize performance. But a good Facebook Ads strategy can still work very well in 2024.

In an increasingly restrictive context, achieving results with targeted advertising can therefore seem complicated, if not impossible. Fortunately, good media buyers (of which you are obviously one!) have adapted to these changes. They have simply shifted their efforts to the new optimization elements relevant to making a Facebook ads strategy work. In this article, we’re going to give you all the tips you need to follow in 2024 to make your facebook ads strategy a success. Happy reading! 🙂

How to create a Facebook Ads strategy in 2024 :

First step of a Facebook Ads strategy : Simplify your campaign structure

In 2024, the first thing to remember is that being too granular in the structure of your campaigns will have one result. It will slow down the algorithm’s learnings, and therefore complicating your analyses and optimizations.

Group targeting elements into a campaign or an audience

A few years ago, it was recommended to separate each angle, each target, each message into distinct campaigns or audiences. Today, it’s advised to simplify your campaign structure as much as possible. It’s possible by grouping targeting elements into a single campaign or ad group whenever possible.

For example, you have several lookalikes running in parallel (e.g. a buyers’ lookalike and an engagers’ lookalike). In this case, you can stack them together to obtain a larger audience. This action will then give more signals to the algorithm, enabling it to optimize faster. Similarly, instead of separating fans of “dresses” from fans of “skirts” from fans of “zara” or “sandro”, you’ll do me the pleasure of concentrating these interests within the same audience. The algorithm (and your customer) will thank you 😉

Target wide for your Facebook Ads strategy!

Simplifying your campaign structure also means capitalizing less on the targeting available in Meta for acquisition (interests and LAL). For all the reasons mentioned above, these methods are becoming less and less effective. Today, we recommend leaving more room for the algorithm. We suggest to target “large” or “broad”, i.e. without providing it with specific targeting indications (with the exception of demographic information such as age or gender). You’ll see that your CPMs will often be lower on this type of targeting. You’ll probably also have some pleasant surprises on your CPAs.

Focus on your lowest funnel conversion target

In traditional campaign structures, it’s often advisable to address each stage of the funnel with appropriate objectives, audiences and messages. At Impulse Analytics, we recommend focusing on campaigns with conversion objectives only. Top-of-funnel campaigns, such as traffic or video views, have, according to our experience, little incremental effectiveness. They increase your overall costs, because they bring to your website individuals who are ultimately unqualified. If you don’t believe me, you can look at your analytics bounce rates for your traffic or video view campaigns. They’re bound to be higher than for your conversion campaigns.

If you’re an e-commerce business and you want sales, run conversion campaigns optimized for purchases; if you offer a service and you want leads, the best facebook ads strategy is to optimize your campaigns for prospects; it’s as simple as that. So, in 2024, we’re focusing 100% of our budget on conversion. And, of course, keep a small budget pocket for retargeting; even today, nothing is more effective than retargeting your hottest prospects.

Finally, one last point we’ll come back to in this article is that it’s vital to establish a strict and effective methodology for testing your creatives. To achieve the best possible facebook ads strategy, we recommend setting up a campaign specifically dedicated to testing (and we’ll explain how to structure it in the rest of this article).

Facebook Ads campaign structure for 2024

To sum up, here’s an example of a Facebook Ads campaign structure that we think (and depending on the data, of course) is relevant in 2024:

  • A LAL and interest stack campaign, with a maximum of 3 stacked audiences
  • A broad campaign, with 2 or 3 audiences depending on the demographic information and/or creative messages you want to convey
  • A retargeting campaign (with a maximum of 25% of your budget)
  • A creative testing campaign (methodology to follow)
  • As a bonus if you’re a retailer, an Advantage+ campaign (to be continued)

Second step of a Facebook Ads strategy : Adopt an effective creative testing method

With the increasing automation of targeting options and campaign settings, the media buyer has, on the face of it, less work to do to find the most qualified individuals. That’s quite true, but it doesn’t mean he has less work to do: today, his optimizations simply have to focus on another key element for generating performance on Facebook Ads: creative.

Without good advertising, even potentially interested prospects won’t convert. Conversely, good advertising can significantly reduce your CPA. In 2024, creative must be at the heart of your Facebook strategy. As a paid media agency, we’ve managed to scale a lot of accounts, simply by identifying and focusing our investments on high-performance advertising.

And to find that creative, there’s no secret: you have to test. Each media buyer will have its own testing methodology. At Impulse, we isolate our new ads in a specific campaign, which we structure as follows:

Adset Budget Optimization

Set in ABO, and conversion target, with optimization for your lowest funnel event (example: if you’re an e-commerce, then you’ll optimize for purchase)

Broad targeting

Launch a broad targeting audience for each new creative, or each new creative angle to be tested. For example, if you have 3 new creatives to launch, and all 3 are testimonials with the same graphic charter, then you can launch them to the same audience. Of these 3 ads, the algorithm will spend on the one(s) with the best potential. If the creatives are very different, both in design and message, we advise you to isolate them in a specific audience, in order to ensure a minimum spend in each of them.

Make sure you’ve spent enough

Spend at least 3 times your target CPA before making a decision. For example, if your target CPA is €60, make sure you’ve spent at least €180 before deciding what to do with that creative.

Increase investment in winning creatives

Scale your winning creatives by passing them on to your lead campaigns. Once you’ve identified a creative that works, you can duplicate it in your other conversion campaigns. At the same time, we advise you to keep the test audience pushing the successful creative active. The magic of Meta means that sometimes a creative will work very well in one audience, but not at all in another. Make sure you have a back-up against unpleasant surprises, by never cutting a creative that generates performance.

Third step of a Facebook Ads strategy : Capitalize on the algorithmic tools at your disposal

As you can see, the algorithm is better at finding the most qualified prospects than we are. So, if it’s going to work so efficiently, we might as well give it even more to do! At Impulse Analytics, as a facebook ads agency, there are two automation features we can’t live without on Meta:

Advantage + campaigns

If you’re an e-merchant (or your main conversion event is the purchase), then you’d be well advised to try out Advantage + Meta campaigns. This type of campaign, which appeared just a few months ago, is already the talk of the town, and for good reason: the results are very impressive. According to Meta’s initial figures, advertisers achieve 32% higher Facebook ROAS with these campaigns, compared with conventional conversion campaigns. Having tested them at Impulse, we can confirm their effectiveness: we see a significant drop in CPA for the majority of our e-commerce customers with this campaign format.

The special feature of Advantage+ campaigns is that they are based on almost total automation of parameters. It means that you can’t define targeting elements (except for country selection and exclusions). You also can’t control the optimization event (default purchase). And you can’t choose placements (the ultimate sacrilege being that you can’t uncheck the Audience Network placement).

On the other hand, you can act on the creatives you wish to push in the campaign. Advantage+ is an excellent way of scaling your winner creatives, i.e. those that have emerged from the test campaign and on which you wish to push spending. We therefore recommend that you launch your 5 to 6 best-performing creatives in your Advantage+ campaign, including acquisition and retargeting. If the results are there and you have scaling objectives, you can increase your campaign budget by around 20% per day. In our experience, Advantage+ campaigns respond very well to scaling. That’s why you can gradually increase your investment without “breaking” your performance.

The cost-per-result bidding strategy

If you’re doing Google Ads, then you’re probably familiar with the target CPA bidding strategy. Well, on Meta it’s also possible to set up a cost-per-result target. Theoretically, with this option, Facebook will only spend your budget if conversion opportunities arise, at the target cost you’ve set. However, the algorithm isn’t exactly up to speed on this part. It will sometimes spend nothing (even if you gradually increase your caps). Or on the contrary, ignore your target CPA and spend your entire budget. Implementing this type of bidding strategy remains an effective solution. However, if you have angles you want to push with result constraints.


Simplifying your campaign structure, rigorously testing your creatives and relying on automation are all best practices that will enable you to succeed with your Facebook Ads strategy over 2024.

To say that Facebook advertising no longer works is therefore false, and I hope that the application of the advice given in this article will have provided you with the proof you need. If not, you can read the many testimonials from satisfied customers we’ve helped at Impulse Analytics with this methodology, right here 😉

Daniéla Uzan
After more than 5 years of experience in brand & digital marketing, Daniéla started her career at Impulse Analytics in acquisition. The results speak for themselves, 3 years at Impulse Analytics: 327% increase in investments entrusted, 30% increase in the conversion rate and a 15% reduction in the CPA of accounts under management.

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