To give you an idea of what this would look like, I'll provide a simple example: Campaign 1: Top of the funnel (TOF) Campaign 2: Middle of the funnel (MOF) Campaign 3: Bottom of the Funnel (BOF) With this structure, your first view in ads manager will be a clear representation of how much you are investing and how your relative KPIs are tracking across each stage of the funnel. Next, within your campaign, you should use your ad sets to test your offers and audiences. Here's an example: Ad set 1: Offer 1 & Audience 1 Ad set 2: Offer 1 & Audience 2 Ad set 3: Offer 2 & Audience 3 Ad set 4: Offer 3 & Audience 4 Now, within your ad set view, you can compare performance to understand how you should adjust your budget allocation or test new offers and audiences within that funnel stage. Lastly, within each ad set, you have your ads. This is the perfect place to test out different creative, ad formats, and messaging within your ad set. For example: Ad #1: Offer > Creative Variation 1 > Copy Variation 1 Ad #2: Offer > Creative Variation 1 > Copy Variation 2 Ad #3: Offer > Creative Variation 2 > Copy Variation 1 Ad #4: Offer > Creative Variation 2 > Copy Variation 2rn