How to structure Meta ad campaigns for ecommerce
Most small ecommerce brands do best with a simple Meta structure: one sales campaign for new customers with broad targeting and several creatives, and a smaller campaign for retargeting and past customers. Simple structures give Meta's algorithm enough data to optimise.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Keep it simple while you learn.
- Broad targeting with strong creative.
- Separate retargeting with a smaller budget.
Prospecting
One sales campaign optimised for purchases, broad UK targeting, and three to six creatives.
Retargeting
A separate campaign for recent visitors and basket abandoners, with dynamic product ads.
Testing
Test creatives in a dedicated ad set or campaign, then move winners into your main campaign.
Advantage+ options
Meta's automated campaigns can work well with good tracking. See when to use them.
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