If you have a small budget, keep it simple…

Look, I think that you should always strive for simplicity, regardless of your budget. But, this is especially the case for smaller budgets.

How it Looks

Let’s not get lost in how we define a small budget, but let’s say that you have a $50 daily budget, or maybe even less. Every time you create a new campaign or ad set, you are breaking up that budget.

You are hurting Meta’s ability to optimize by limiting the volume that can be generated by each individual ad set. You’re likely making your results worse.

In this case, you should probably run only one campaign at a time with a single ad set. This allows you to concentrate your budget on one action, and you should get better results. You may even exit the learning phase.

It doesn’t mean that you should always focus on the same objective. But, concentrate the budget you have on one goal at a time. When a campaign runs its course, feel free to switch to something else.

As far as ads go, expect that Meta won’t show more than two or three of your ads (don’t even think about approaching the recommended limit of six). It’s unlikely that you’ll benefit by running more than three at once.

Keep it simple and limit complications. By segmenting, you’ll struggle to get meaningful results.

Don’t Act Like a Big Budget Advertiser

While I do believe big budget advertisers should use a simplified approach, it’s not to this extreme. They can certainly split up budget between multiple goals, and they may require more complexity to their campaign structure. They are at an advantage.

The bottom line is this: If you don’t have the advantage of a big budget, don’t try to act like a big budget advertiser.