Campaign → ad set → ad, then split $3,000

Campaign holds the objective (Leads, not Traffic-for-vanity) and the budget type. Ad set holds audience, geo, placements, and — if ABO — the money. Ad holds the creative. If you cannot say which level owns the dollar and which level owns the person, you do not have a structure. Do not make a campaign per VIN. Do not put the CR-V photo and a generic “family-owned” slideshow in the same ad set and call it a test — Meta will spend on whichever gets cheap clicks.

CBO (Advantage campaign budget) lets Meta move money between ad sets in that campaign. ABO locks a number on each ad set. Never CBO prospecting together with retargeting: retargeting is a small, cheap pool and Meta will dump the $3,000 into the same 200 site visitors. Use ABO (or a separate campaign) to cap retargeting. CBO among sibling prospecting ad sets — two hooks, same geo, same event — is allowed when you want Meta to pick a winner. If you cannot watch it for seven days, use ABO and keep the split honest yourself.

A junior who cannot explain money loses the account. One defendable start for Dana: Prospecting $2,100 (ABO or CBO only among prospecting siblings) — Frederick + 25 miles, broad, optimize for Schedule if it exists, else a qualified Lead. Retargeting $600 ABO, hard cap — site visitors 7–30 days and video viewers 50% / 14 days; exclude anyone who already booked. Test pocket $300 ABO — Instant Form vs landing page, one ad set each, same creative. If the pixel has almost no visitors yet, shrink retargeting toward $200 and say so: you cannot remarket a room that is empty. Naming a second buyer can read: NF | Leads | Prospect | Broad-Frederick. NF | Leads | Retarget | 7-30d. NF | Leads | Test | Form-vs-LP.