If you’re running an e-commerce business, you know that advertising campaigns can make or break your success. But when it comes to Meta (Facebook and Instagram) ads, things can get overwhelming fast. With multiple campaign options, objectives, and targeting strategies, it’s easy to feel lost. 😵💫
That’s why we’re breaking down the different types of Meta campaigns—so you can choose the right setup for your business and maximise your return on ad spend (ROAS). Let’s dive in!
Why Meta Ads Matter for E-commerce
Before we get into the nitty-gritty, let’s get one thing straight: Meta ads work. With over 3.07 billion monthly active users on Facebook and Instagram combined, your audience is on these platforms. The challenge? Making sure your ads reach the right people at the right time.
The secret lies in choosing the right types of Meta campaigns based on your goals. Whether you’re looking to increase brand awareness, drive traffic, or boost sales, there’s a campaign setup for you. If you’re just starting and want a step-by-step plan, check out DIY Meta Ads: The Mini Guide for eCommerce Success.
The Best Meta Campaign for E-commerce in 2025: Advantage Plus Shopping Campaigns (ASC) 🛍️
Why ASC is the Go-To Strategy
Meta’s Advantage Plus Shopping Campaigns (ASC) have completely changed how small-budget e-commerce brands run ads. Instead of juggling multiple campaigns for retargeting, engagement, and conversions, ASC consolidates everything into one powerful campaign.
Key Benefits of ASC:
- 🚀 Built-in retargeting (Meta prioritises users who’ve already interacted with your brand)
- 🎯 Automatic audience optimisation (Meta’s AI finds the best prospects for you)
- 💰 Better budget efficiency (one campaign instead of multiple, reducing wasted ad spend)
- 📈 Scalable performance (as your budget grows, ASC adjusts and expands automatically)
How to Set Up ASC for Your E-commerce Store
- Choose a Clear Goal – Most e-commerce stores should focus on Purchases as the main objective.
- Use Broad Targeting – Let Meta’s AI find the best customers instead of relying on outdated interest targeting.
- Upload Strong Creatives – High-quality images, videos, and carousel ads perform best.
- Allow Meta to Optimise – Avoid manual tweaking; let the algorithm gather data and adjust over time.
Other Supporting Campaign Types
While ASC is the primary strategy, you may occasionally need supporting campaigns for specific goals:
1. Traffic Campaigns 🚗
Best for: Driving visitors to your website, product pages, or blog.
Use this if you’re launching a new store or need to increase traffic before switching to ASC. To see how different ad options fit within your strategy, read Facebook Marketing Solutions: The Best Options for Your E-commerce Business.
Best Practices:
- Optimise your website for conversions
- Use compelling CTAs
- Test different audiences and creative formats
2. Engagement Campaigns ❤️
Best for: Building brand awareness and boosting credibility.
Great for social proof but should not be your main ad strategy since engagement does not always lead to sales.
Best Practices:
- Promote high-performing organic posts
- Use polls, questions, and relatable content
- Run giveaways to boost interactions
Outdated Strategies to Avoid in 2025 ❌
🚫 Funnels Are Dead – Spreading your budget across multiple funnel stages is inefficient. ASC consolidates everything into one high-performing campaign.
🚫 Retargeting Campaigns Are Redundant – ASC automatically includes retargeting, so you don’t need separate retargeting ads.
🚫 Interest-Based Targeting is a Waste – Broad audiences perform better because Meta’s AI optimises in real-time.
How to Choose the Right Meta Campaign for Your Business
If you’re wondering which campaign type is best for you, here’s a simple breakdown:
- New Business? Start with traffic campaigns before switching to ASC.
- Need More Sales? Go all-in on Advantage Plus Shopping Campaigns.
- Building an Email List? Lead generation campaigns can help.
- Lost Customers? ASC automatically handles retargeting.
For those wondering if outsourcing is the right move, check out Why Hiring an Ads Agency is the Smartest Move for Your E-Commerce Business.
Final Thoughts
Running successful advertising campaigns on Meta isn’t about throwing money at ads and hoping for the best. It’s about choosing the right types of Meta campaigns—and in 2025, that means focusing on Advantage Plus Shopping Campaigns (ASC).
Test different creatives, track your performance, and optimise based on results. The right strategy can take your e-commerce store from struggling to thriving in no time.
Want to learn more about Meta Ads for e-commerce? Read our full guide here.
