Launching paid campaigns at scale on Meta Ads is a logistical nightmare. Especially when you’re dealing with multiple ad accounts, fan pages, and audience targeting variations. Doing it manually through Facebook Ads Manager is not just inefficient, it’s guaranteed to burn hours on tedious, repetitive work while increasing the risk of human error.
But what if you could launch hundreds of campaigns with hundreds or thousands of ads across multiple ad accounts and fan pages in a matter of minutes?
That’s exactly what I did! 👊
Instead of spending 8+ hours manually setting up campaigns, targeting, and uploading ads one by one, I used a simple, well-structured workflow that eliminated launch friction and bottlenecks. In addition to that, what makes this workflow even more efficient is the ability to add dynamic automatic optimization rules.
The result? A streamlined mass launch process that not only saved time but also ensured budget-efficient adjustments without constant manual oversight.
This guide will walk you through every step of the workflow, from setup to scaling, so you can replicate the process and maximize efficiency in your own campaigns.
Pre-launch Preparation
Define Campaign Structures and Templates
The first step I went through was to define the campaign structure and settings I wanted to use. This way, I could set up campaign targeting templates and get them ready for my launches.
Below are the following structures I wanted to test:
| Campaign Structure 1 | |
| Campaign Objective | Sales |
| Budget Allocation | Campaign Level (CBO) |
| Campaign Optimization Event | Purchase |
| Placements Exclusion | Audience network, Messenger, Ads Over Reels |
| Number of Ads per Ad Set | 1 Ad per Ad Set |
| Number of Ad Sets per Campaign | Variable (depending on the quantity of the ads) |
The goal of this campaign structure was to put Meta’s algorithm to work and find me the best creative for each campaign.
| Campaign Structure 2 | |
| Campaign Objective | Sales |
| Budget Allocation | Campaign Level (CBO) |
| Campaign Optimization Event | Purchase |
| Placements Exclusion | Audience network, Messenger, Ads Over Reels |
| Number of Ads per Ad Set | 3 Ads per Ad Set |
| Number of Ad Sets per Campaign | 2–3 Ad Sets per Campaign |
The goal of this campaign structure is to test which of the previously tested creatives is going to win over the others, as well as see if it gets more results in a shorter period of time.
Now that my structures have been defined, all I had to do was create my campaign templates.
To save my campaign targeting settings as templates I used TheOptimizer’s Facebook Launcher.
Here’s the step-by-step process of what I did.
Step 1: Logged in to my Optimizer account and went to Campaign Creator
Step 2: Specified the campaign settings like ad account, running status, special categories (if any), campaign objective, bid strategy and budget.
Step 3: Specified Ad Set naming structure, performance goal, pixel, optimization event, country targeting, beneficiary (if needed), and placement exclusions (where I generally either spend a ton of money or time setting it up).
Step 4: Saved the campaign settings as a template for later use. This is what actually helped speed up the process by a lot, saving me the trouble of going through the above steps for each and every campaign.
I repeated the above steps a couple more times to define a template for the Finance product special category and the employment special categories resulting in three main campaign templates:
- CBO Purchase $100 US – Excl. AN-MSG
- CBO Purchase $100 US Fin – Excl. AN-MSG
- CBO Purchase $100 US Hous – Excl. AN-MSG
Organizing Campaign Names and Creative Tags
Since I was going to launch a lot of campaigns in bulk, having a clear campaign naming structure and organization of the creatives using tags was crucial for me to avoid potential bottlenecks.
In fact, I wanted to test such a flow to make it easily replicable later on and document it in my launching SOPs.
Two were the main things I wanted to be well-organized besides the campaign templates.
- The campaign names
- The creative tags
Regarding the campaign names, I wanted to be able to easily tell which client/supplier I was promoting on the campaign, the buyer name, which vertical/offer I was promoting on the campaign, as well as the launch date.
To make things easier with campaign names, as well as the creative tagging, I created a Google sheet where I could easily generate the names and tags based on my input.
Below is a sneak peek of how the sheet looked ⤵️
How this sheet worked was pretty simple.
Any campaign marked as “Pending” in the sheet is considered a task for the creative team to generate ad creatives for.
Each campaign required 6-12 creatives, testing at least 2-3 different angles and 3-4 distinct designs for testing. With these guidelines in mind, the creative team could easily review campaign links, analyze offers, and create the necessary assets.
Once the creatives were ready, all they had to do was go to.
Creative Library > Media > Upload New Media.
To upload the creatives, they simply had to drag and drop the creatives from the local folder, then tag them during the upload process.
Meta Ads Automation for Stop Loss and Scaling
Although this step may seem unrelated to mass launching, those familiar with the process know how crucial it is to stop underperforming ad sets and campaigns before they waste too much budget.
With nearly 100 campaigns ready to be launched, I needed automation to quickly cut losing campaigns and scale winners—all while continuing to launch new ones in bulk. This ensured minimal wasted ad spend and consistent scaling of profitable campaigns.
Here are some of the automatic rules I used in this launch.
Stop Loss Automatic Rules
Rule 1: Pause Ad Sets at $10 without conversions.
Although based on a simple logic, this rule struck a good balance between creative testing and minimizing ad spend waste.
Rule 2: Pause Non-Converting Meta Campaigns After a Full Daily Budget of Ad Spend
I was looking for campaigns that could generate at least 1 conversion within the first day, or when they’ve spent 100% of their daily budget. The campaign’s budget was already set to 5 to 10 times the average payout or CPA goal for the campaigns.
Rule 3: Pause negative ROI campaigns after three full days of running.
The goal of this rule was to practically turn off any campaigns that by day three couldn’t reach an ROI higher than -30%.
If you look carefully at the rule conditions, you will notice that the rule mimics the behavior of the media buyer. That of checking the campaign performance, each and every single day, and making decisions upon the progress of the campaign. If the campaign didn’t improve and pass the required threshold, then the campaign would get turned off.
Automatic Scaling Rules
Rule 4: Increase the daily budget by 30% twice a week if ROI is stable.
Just like the stop-loss rule that kills the campaign after the third day of running if the ROI isn’t getting better than -30%, this rule does the opposite. If over the last three days, the campaign performance is stable according to the ROI threshold set in the rule, then the rules will increase the daily budget of the campaign by 30% two times a week.
It is worth mentioning that when this rule changes the budget. It doesn’t do it at a random hour, instead does the change at the beginning of the day according to the other account time zone so that Meta ads starts the new day with a new budget, knowing well what the budget will be for the rest of the day.
Rule 5: Duplicate Winning Campaigns 1x Week by Resetting Their Daily Budget
This rule is part of my strategy to scale winning campaigns, not only vertically but horizontally too. While one rule increases the budget consistently up to a specific limit another rule once a week creates identical clones of the winning campaigns. When it clones the campaigns, it also resets their daily budget making sure the new clones do not start with a wildly high budget. In other words, even though the new clones are winning campaigns, their budget gets reset to the starting budget and they undergo the same testing process as if they were newly launched campaigns.
The Campaign Mass Launching Process
Once I had everything ready for the campaign launching process. All I had to do was simply go to the campaign pipeline in Google Sheets and start launching each of the campaigns super quickly.
All I had to do was to follow these 5 simple steps:
- Open the Facebook campaign launcher inside of the Optimizer.
- Apply the campaign targeting template.
- Select the Facebook page I want to use for the ads.
- Add creatives by simply pulling them with their campaign-specific tag.
- Add to primary text versions, headlines and descriptions, and destination URL
Here’s a quick video of me going through the whole process above and launching the campaigns:
Stop Guessing. Start Scaling.
Stop relying on guesswork. Start using proven rules that drive real results.
Start running NewsBreak campaigns like a pro!
