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Ad account structure for an ecommerce store

A structure that the whole team can read is worth more than a clever one that only its author understands.

Start from goals

Separate prospecting from retargeting, so each can be judged by its own number.
Keep one campaign per goal and per product group where margins differ.

Ad sets by audience

One audience idea per ad set, so a result can be read as a result of that audience.
Avoid overlapping audiences that compete in the same auction.

Ads by creative ID

Name each ad with its creative ID, the hook and the offer, following the agency's convention.
Keep variants of one idea together, so a test reads cleanly.

Keep it auditable

Document the structure on one page in the client record.
Review it every quarter and remove what no longer has a purpose.

The ad naming convention guide gives a pattern you can adapt.

6 min read. Last updated 2026-10-07. Examples use made-up numbers.

This guide in numbers

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Terms in this guide

Creative ID Ad naming convention Retargeting

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