Creating a Simple Campaign

Documentation Index

Fetch the complete documentation index at: https://theoptimizer.io/docs/llms.txt

Use this file to discover all available pages before exploring further.

This section walks through creating a campaign with one ad set and multiple ads — no variations, no restructuring. This is the foundation. All advanced features (groups, restructuring, multi-account launch) build on top of this base.

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Campaign Level

Click on the campaign in the left panel tree and configure the following:

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Campaign Budget

The Budget section at the campaign level has two modes: Budget Strategy — choose one:

• Campaign budget (Advantage+ Campaign Budget) — Facebook automatically distributes the total budget across your ad sets, allocating more to the best-performing ones. This is the recommended option for most use cases.
• Ad set budget — each ad set gets its own independent budget, which you configure individually at the ad set level. Use this when you need strict budget control per ad set.

Budget Variants — if Campaign budget is selected, the budget amount is set here via Budget Variants. Each group card represents a separate budget variation. Click + Add Budget within a group to add multiple budget amounts to the same group if needed. When you add more Budget groups (by clicking + next to the group cards), each group generates a separate campaign variation — one campaign per budget. Campaign Bid Strategy — controls how Facebook bids for your ads:

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Ad Set Level

Click on the Ad Set in the left panel tree and configure the following:

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Budget & Schedule

Budget — if you selected Ad set budget at the campaign level, the per-ad-set budget is configured here. If you selected Campaign budget (Advantage+), the budget section at the ad set level shows an informational note and is not editable — return to the campaign level to change it. Schedule: Ad Set spending limits — tick this checkbox to set a maximum and/or minimum amount Facebook can spend on this ad set over its lifetime, regardless of the campaign budget. Useful when using Advantage Campaign Budget and you want to protect or guarantee spend for specific ad sets.

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Audience Controls

The Audience Controls section defines who sees your ads. Each audience group card at the top represents a separate audience variation — add more groups by clicking +. Locations:

• Include — add countries, regions, cities, or postal codes. Use the Location Variant field to apply a location preset (e.g., “Worldwide, country_group” to target all countries at once) or search and select specific locations.
• Exclude — remove specific locations from your targeting. Useful for blocking countries where you are not set up to take orders, or removing existing customer locations from a prospecting campaign.

Age — drag the Age Variant slider to set your minimum and maximum target age (18–65+). Gender — select Male, Female, or All. Language — optionally restrict delivery to users whose Facebook language matches a specific language. Leave empty to target all languages. Target Custom Audiences — select previously created Custom Audiences from Facebook to include or exclude. Typical uses: retargeting website visitors, targeting existing customer lists, or excluding current customers from prospecting campaigns.

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Placements

Each placement group card represents a separate placement variation — add more groups with + to test different placement configurations against each other.

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Ad Level

Click on the ad in the left panel tree and configure the following:

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Identity

Each identity group card represents a separate Identity variation — add more groups with + to test running the same ads from different Pages or Instagram accounts. This is useful for agencies managing multiple brands, or for testing how audience perception varies by Page identity.

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Ad Creative

Ad Name and Format: Media — click + Add Media to open the media browser where you can:

• Browse existing creatives — TheOptimizer displays all images and videos from your active campaigns across all connected Facebook accounts. Sort by newest, oldest, highest spend, highest EPC, most used, or least used. Filter by Creative Library tags.
• Upload new media — click Upload to add new images or videos directly.
• Generate with AI — click ✨ Generate with AI to create new image variations using an AI prompt or example images. Useful for quickly producing creative variants without leaving the launcher.

Each uploaded image or video generates one ad. If you upload five images, five ads are created — the count updates immediately in the Variation Preview panel. Per-creative options:

• Enhance with AI — generate a new version of any image by providing a prompt or example images.
• Customize by Placement — assign a different image for specific placements (for example, a different crop for Instagram Stories). You can do this per image, or use Bulk Placement Customization at the bottom of the media section to apply placement overrides across all ads at once.

Ad copy: Destination:

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What Happens When You Upload Multiple Images

Every image or video you upload becomes a separate ad. If you upload 10 images, you get 10 ads. This is the simplest way to test multiple creatives — one ad per creative, all in the same ad set, sharing the same targeting and budget. The Variation Preview panel on the right updates in real time as you add media. Always check the totals before moving to the next step.

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Next: Generating Variations

Once your base campaign is configured, you can move to Generating Variations to multiply this structure into dozens or hundreds of campaigns using Groups, Restructuring, and Duplication.