Facebook Ads Campaign Structure for a ₹15 Lakh Budget

Full-Funnel Strategy Covering Awareness to Conversions

Managing a ₹15 lakh monthly Facebook (Meta) Ads budget is not about spending more — it’s about structuring campaigns correctly to drive scale, profitability, and long-term brand growth.

Many advertisers make the mistake of putting most of the budget into conversion campaigns only. While conversions are important, scaling sustainably requires a full-funnel approach that includes Awareness, Consideration, and Conversions.

In this blog, we’ll break down:

• Ideal campaign structure
• Budget allocation
• Objective-wise strategy
• Best practices for scaling

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Why Full-Funnel Strategy Is Critical at ₹15 Lakh Spend

At lower budgets, conversion-only campaigns can work.
At ₹15 lakhs, Meta’s algorithm needs:

• Fresh audiences
• Continuous demand creation
• Multiple touchpoints

A full-funnel strategy:
✅ Lowers long-term CPA
✅ Improves conversion quality
✅ Builds brand recall
✅ Prevents audience fatigue

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Recommended Budget Split (₹15 Lakhs)

Funnel Stage	Objective	Budget %	Amount
Awareness (TOF)	Reach / Video Views	25%	₹3.75 Lakhs
Consideration (MOF)	Traffic / Engagement	20%	₹3 Lakhs
Conversions (BOF)	Sales / Leads	45%	₹6.75 Lakhs
Testing & Scaling	Experiments	10%	₹1.5 Lakhs
Total		100%	₹15 Lakhs

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1️⃣ Awareness Campaigns (₹3.75 Lakhs – Demand Creation)

Objective: Reach / Video Views

Purpose:
Introduce the brand to new audiences and warm them up for future conversions.

Campaign Structure:

• 1–2 Awareness campaigns
• Broad targeting + interest stacks
• Geo-based segmentation if required

Creative Strategy:

• Short-form videos (15–30 seconds)
• Problem → solution storytelling
• Brand-focused, not salesy
• Influencer-style or UGC creatives

Key Metrics:

• CPM
• Reach
• Video ThruPlay
• Frequency

📌 Goal: Feed the funnel with high-quality, low-cost audiences.

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2️⃣ Consideration Campaigns (₹3 Lakhs – Engagement & Intent)

Objective: Traffic / Engagement / Video Views (Retargeting)

Purpose:
Engage users who interacted with awareness ads or content.

Campaign Structure:

• Separate campaign for warm audiences
• Audiences include:
  • Video viewers (25%–75%)
  • Instagram & Facebook engagers
  • Website visitors (30–60 days)

Creative Strategy:

• Product-focused messaging
• Social proof (reviews, testimonials)
• USP-driven creatives
• Soft CTAs like “Learn More”

Key Metrics:

• CTR
• CPC
• Landing page views
• Engagement rate

📌 Goal: Move users closer to purchase intent.

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3️⃣ Conversion Campaigns (₹6.75 Lakhs – Revenue Engine)

Objective: Sales / Leads

This is where actual revenue is generated.

Campaign Structure:

Split conversion campaigns into three clear layers:

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A. Core Conversion Campaign (₹4 Lakhs)

Targeting:

• Broad (no interest)
• Advantage+ Audience
• Lookalike audiences (1–3%)

Setup:

• Campaign Budget Optimization (CBO)
• 3–5 ad sets max
• High-performing creatives only

📌 Goal: Scale profitably using Meta’s AI.

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B. Retargeting Conversion Campaign (₹1.75 Lakhs)

Audiences:

• Website visitors (7–30 days)
• Cart & checkout abandoners
• Instagram & Facebook engagers

Creatives:

• Offer-based ads
• Urgency messaging
• Limited-time discounts
• Trust signals

📌 Goal: Capture lost conversions at lower CPA.

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C. High-Intent Custom Audiences (₹1 Lakh)

Audiences:

• Past purchasers (upsell/cross-sell)
• Email lists
• WhatsApp audiences

📌 Goal: Increase LTV and repeat purchases.

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4️⃣ Testing & Scaling Campaigns (₹1.5 Lakhs – Growth Lever)

This budget is non-negotiable at scale.

What to Test:

• New creatives every 7–10 days
• New hooks & messaging angles
• New offers
• New audience signals
• Advantage+ Shopping campaigns

📌 Rule:
Never test inside your main conversion campaigns.

📌 Goal: Find new winners without hurting performance.

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Creative Strategy at Scale (Very Important)

At ₹15 lakhs, creatives drive performance more than targeting.

Best-performing creative formats:

• UGC-style videos
• Founder-led videos
• Before–after visuals
• Problem-solution storytelling
• Short-form vertical videos

📌 Refresh creatives every 10–14 days to avoid fatigue.

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Tracking & Optimization Essentials

To manage ₹15 lakhs effectively:
✅ Meta Pixel + Conversions API
✅ Proper event prioritization
✅ Weekly creative performance reviews
✅ Budget reallocation based on CPA & ROAS
✅ Frequency control

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Common Mistakes to Avoid

❌ Putting entire budget into conversions
❌ Too many ad sets
❌ Over-segmentation
❌ No creative testing
❌ Scaling budgets too aggressively
❌ Ignoring awareness

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Final Thoughts

A ₹15 lakh Facebook Ads budget can be a massive growth engine — if structured correctly.

Winning brands:

• Build demand before selling
• Let Meta’s AI optimize conversions
• Focus on creatives & data
• Think long-term, not just short-term ROAS

Scale is not about spending more.
It’s about spending smarter.