Anna Konchar ยท Meta Ads
Ads Campaign Builder
Turn your offer and budget into a ready-to-run 4-layer campaign structure. Answer three quick things and you'll walk away with your cost-per-sale threshold and exactly how to set up your first campaigns.
Step 1 ยท Your offer
What are you selling?
The average total a buyer spends at checkout โ including order bumps and upsells, not just your base price. New to this or don't have the data yet? Use your ideal average order value โ what you'd expect a buyer to spend once your bumps and upsells are in place.
Not sure? Here's how to estimate it
Start with your base price, then add what your bump and upsell realistically bring in:
- Order bump โ a checkbox add-on on the checkout page. Typically taken by about 20โ40% of buyers.
- Upsell โ a one-click offer right after they buy. Typically converts around 5โ15%; higher-priced upsells sit at the lower end.
Rough AOV = base price + (bump price ร bump rate) + (upsell price ร upsell rate)
Example: $27 base + a $37 bump at 30% (+$11) + a $197 upsell at 8% (+$16) โ $54 AOV.
Enter your average order value to continue.
The price of the program you're sending ad traffic to buy.
Enter your program price to continue.
Not sure? 50% is a solid default โ it's the number Anna uses in her examples.
Use a margin between 1 and 99.
Step 2 ยท Your backend
What happens after the first sale?
This is the step most people skip โ and it's the one that changes your numbers the most. A cheap front-end offer can afford a much higher cost per sale when it feeds a higher-ticket program behind it.
Enter your backend price to continue.
A rough estimate is fine โ many low-ticket offers convert a low single-digit percentage of buyers to a high-ticket backend (often around 2โ5%). Even 3% moves the math significantly.
Use a percentage between 0 and 100.
Step 3 ยท Your budget
What can you spend, per day?
Your total daily ad budget. This decides where you start and how far you build โ you don't turn on all four layers at once.
The floor for a testing campaign is $30/day. If money is tight, start at or below the minimums โ never stretch past what's comfortable.
Enter a daily budget to build your plan.
Your campaign plan
Goal cost per sale
$0
What you're aiming to pay for each front-end sale, on average.
Max spend before pausing an ad
$0
Let an ad spend up to this with no sale. Once it's spent this much, pause it and swap in fresh creative. It's 3ร your goal.
How to use these after an ad's first 7 days
- Cost per sale at or below your goal โ it's a winner. Move it into scaling.
- Above goal, but it hasn't hit the max spend yet โ keep it running. Not enough data to call it.
- Hits the max spend with no sale โ pause it and replace the creative.
How your budget breaks down
Fund these in order, top to bottom โ fill each one to its target before moving to the next.
Testing comes first. Once it's funded at $50/day, everything above that goes into scaling โ lookalike, then broad โ before you move down into the middle and bottom of funnel, then scale up.
No purchase data yet? You need purchase history to build a lookalike-of-purchasers audience. Until you have it โ Meta wants around 100 purchase events for a reliable lookalike โ run your testing campaign on an interest & behavior audience instead, then switch to the lookalike once the data's there.
Three rules that keep the whole thing working
- Set budgets at the ad-set level in Layer 2 โ never let Meta's campaign budget optimization decide the split across ad sets.
- Manage ads one day a week, not daily. Constant tweaking resets Meta's learning phase and costs you money.
- Give every ad the full 7 days before you judge it. One bad day is never enough data to act on.
Your weekly rhythm
Once campaigns are live, here's the one-day-a-week routine:
- 1Review last week's numbers against your goal cost per sale.
- 2Move winners from testing into scaling.
- 3Add 2โ3 new creatives to testing.
- 4Pause anything consistently coming in over your goal.
A few things worth knowing before you launch
Why purchaser data matters so much. An estimated ~40% of Instagram traffic is bots. Optimizing for purchases and anchoring to purchaser lookalikes keeps your budget on real people โ and the 75%+ video-view retargeting in Layer 3 exists specifically to filter bots out, since bots don't watch that long. Even a low-ticket paid offer filters them instantly, because bots don't buy.
The 7-day purchase window. Meta optimizes best when the purchase happens within 7 days of the click. That's why shorter funnels and low-ticket entry points work so well with ads. If your funnel takes longer than 7 days to convert someone, that's a structural issue worth raising with Anna directly.
Creative formats that tend to work. Talking-head video, B-roll with a clear on-screen text hook, and carousels all perform well; strong static images can too, depending on your audience. Writing and refining the actual copy and hooks is its own craft โ that's covered in Ads Engine.
What you just built
- Your goal cost per sale and pause cutoff
- How to allocate your budget
- Your full 4-layer campaign structure
- Your first testing campaign, start to finish
- The weekly rhythm to run it
Your next step
Keep it running with Ads Engine
You've got the structure. Ads Engine is where you run it week to week โ the ongoing work that turns a live campaign into consistent daily sales, picking up exactly where this builder leaves off.
- Troubleshoot ads that get clicks but no sales
- Write and refresh your copy, hooks and creative before they fatigue
- Adjust your goal and cutoff as real data comes in
- Read your campaign data and know exactly when to scale or pause
- Run short-term retargeting pushes without burning out your audience
This builder sets up your campaigns once. Ads Engine is the ongoing system for everything after launch.
