The Meta Ads Structure for Ecom Brands Spending £100k+/Month

CBO – Scale
ABO – Test
ASC – Recover

ABO for all new creatives
→ One angle per ad set
→ Budget high enough to get clean data

Each month, launch a new CBO
→ Add winning ABO ads
→ Use min spend limits to avoid one ad set dominating

Use ASC for failed tests
→ Duplicate underperforming ABO ads here
→ Apply cost caps to stay efficient

A solid system like this keeps testing focused, scaling clean, and results consistent. Don’t overcomplicate it – let structure do the heavy lifting.

Post inspired by: Ben Radack

Written by

Christian Horne

Founder of HOC. Almost a decade in paid media, managing multi-million-pound budgets across B2C and B2B. Lives in Lancashire, hates fluff.

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