To scale an e-commerce store with Facebook Ads, you don't need a hundred different campaign types. The most successful strategy revolves around a single, powerful campaign structure that mirrors the customer journey: a tiered approach that moves customers from awareness to purchase. This structure is often referred to as the "Full Funnel" or "Triple-A" (Acquisition, Activation, and Ascension) campaign.

The one campaign you need to scale your e-commerce store is a Conversions campaign built with a clear, logical funnel. This campaign is a series of ad sets designed to target your audience at different stages of their buying journey.

The Campaign Structure: One Campaign, Three Ad Sets
Instead of creating separate campaigns for different objectives, you house all your ad sets under a single Conversions campaign. This allows you to leverage Campaign Budget Optimization (CBO), letting Facebook's powerful algorithm automatically allocate your budget to the ad sets that are performing best.

Ad Set 1: Acquisition (Top of Funnel)
This ad set is all about reaching new, cold audiences who have never heard of your brand.

Objective: Conversions (Purchase).

Audience:

Broad Targeting: This is the modern, highly effective approach. Instead of using narrow interest groups, you use minimal targeting (age, gender, location) and let Facebook's AI find your ideal customers.

Lookalike Audiences: Create a lookalike audience (starting with 1-3%) based on your best customers (those who have purchased or added to cart). This leverages your existing customer data to find new, similar prospects.

Ad Creative: Focus on "hooking" the audience. Use short-form video ads or high-quality images that showcase your product solving a problem or providing a benefit. Authenticity and user-generated content (UGC) often perform best. The ad should be visually engaging and introduce your brand without a hard sell.

Ad Set 2: Activation (Middle of Funnel)
This ad set targets a warm audience who has already shown some interest but hasn't yet purchased.

Objective: Conversions (Purchase or Add to Cart).

Audience:

Website Visitors: Create a custom audience of all users who have visited your website in the last 30-60 days.

Video Viewers: Target people who have watched a significant portion (e.g., 75%+) of your top-performing video ads.

Engagers: Target people who have engaged with your Facebook or Instagram pages (likes, comments, shares) in the last 30-90 days.

Ad Creative: The message here should be about building trust and overcoming objections. Use testimonials, customer reviews, or a carousel of products to highlight your best sellers. Provide more detail about the product and what makes it unique.

Ad Set 3: Ascension (Bottom of Funnel)
This is your most powerful ad set for driving immediate sales and recovering lost revenue.

Objective: Conversions (Purchase).

Audience:

Abandoned Cart: This is your highest-intent audience. Target users who have added an item to their cart but did not complete the purchase in the last 3-14 days.

Product Viewers: Target people who have viewed a specific product page but didn't add it to their cart.

Ad Creative: Use a sense of urgency and direct calls to action. A Dynamic Product Ad (DPA) is ideal here, as it automatically shows users the exact product they viewed on your site. You can also offer a small discount or free shipping to close the sale.

Why This is the "Only" Campaign You Need
This single campaign structure works because it's built to leverage Facebook's machine learning and AI at every stage.

Efficiency: Instead of manually shifting budgets, CBO ensures that your money is spent on the ad sets that are generating the most profitable results in real time.

Algorithm-Friendly: The consolidated structure provides the algorithm with more data to learn from, allowing it to optimize your campaigns faster and more effectively.

Comprehensive Funnel Coverage: It addresses every part of the customer journey, from awareness to conversion, ensuring you're always filling your sales pipeline.