₹1 Lakh Store
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GETTING STARTED
FIND — Get an Idea
VALIDATE — Hit PMF (Phase 3)
UNIT ECONOMICS — First (Phase 4)
SCALE — Build to ₹1L/mo
    • Meta Ads Architecture
    • Campaign Structure (CBO/ABO)
    • Creative Testing Framework
    • UGC Ad Script Templates
    • Audience Targeting Playbook
    • Retargeting Funnel SOP
    • Google Ads for D2C
    • YouTube Performance Ads
    • WhatsApp Marketing Flows
    • Email Marketing Sequences
    • Push Notification Strategy
    • Influencer ROI Calculator
    • Micro-Influencer Playbook
    • Content Calendar Template
    • SEO for D2C Brands
    • Budget Scaling Rules
AI & AUTOMATION
ANALYTICS & DATA
FINANCE
TOOLS & CALCULATORS
RESOURCES
  1. SCALE — Build to ₹1L/mo
  3. Campaign Structure (CBO/ABO)

10 — Marketing

Campaign Structure: CBO vs ABO

Choosing the right campaign budget strategy determines whether you scale profitably or burn cash. Start with ABO for testing, then move to CBO for scaling.
ABO StartCBO Scale3-5 Ad Sets3-5 Ads/Set

ABO

Start With

Ad Set Budget Optimization for testing

CBO

Scale With

Campaign Budget Optimization for winners

3-5

Ad Sets per Campaign

Enough to test, not too many to dilute

3-5

Ads per Ad Set

Test multiple creatives per audience

CBO vs ABO Comparison

AspectABO (Ad Set Budget)CBO (Campaign Budget)
Budget ControlYou set spend per ad setMeta distributes across ad sets
Best ForTestingScaling
Data QualityEqual spend = clean comparisonMeta favors winners, less data on losers
Risk LevelLow risk, controlled spendHigher risk, but faster scaling
Min Budget₹200-300 per ad set/day₹500-1000 per campaign/day
When to SwitchFirst 7-14 days of testingAfter you find winning ad sets

ABO Testing Framework

ABO: Testing Phase (Days 1-14)

Step 1: Create a campaign with 3-5 ad sets, each targeting a different interest

Step 2: Set ₹300-500 per ad set per day (equal budgets)

Step 3: Run 3-5 different creatives in each ad set

Step 4: Let each ad set run for at least 3 days before making changes

Step 5: After 7 days, kill ad sets with CTR <1.5% or CPC >₹200

Step 6: Identify top 2 performing ad sets for scaling

CBO Scaling Framework

CBO: Scaling Phase (Day 15+)

Step 1: Create a new CBO campaign with winning ad sets from ABO

Step 2: Set campaign budget at 1.5x your best ABO daily spend

Step 3: Only use your top 2-3 creatives from testing

Step 4: Increase budget by 20% every 3 days if ROAS stays above 2.5x

Step 5: If ROAS drops below 1.5x, reduce budget by 30%

Step 6: Always keep a testing campaign running alongside scaling

Campaign Setup Checklist