If your products target the same audience segment and fall under a similar category, you should keep everything in a single Prospecting CBO campaign and a single Scaling (ASC) campaign.
Meta’s current system is designed to find the best-performing creatives across ad sets, so grouping them together lets the algorithm optimize more efficiently.
Here’s how to do it right:
1) Group creatives into separate packs per product (e.g., Pack A = Product 1, Pack B = Product 2)
2) Let Meta push budget toward the winning ads automatically
3) Monitor which creatives rise to the top, then graduate those to your ASC campaign
However, if your products serve distinct audiences or solve completely different problems, it’s smarter to build dedicated campaigns per product. This gives you cleaner data and tighter control over budget distribution.
The best practice is to start with a unified structure. If performance starts leaning heavily toward one product or your results get muddy, split campaigns based on data, not assumptions.
