Use ABO while you're testing, it forces equal budget across ad sets so you get clean read on which creative actually wins, and Meta can't quietly starve a slow-starting winner. Switch to CBO once you've proven a creative works and want Meta's algorithm to chase the best-performing ad sets automatically. Testing on CBO is the single most common reason Indian founders think a good creative 'didn't work', it just never got fed enough budget to prove itself.
A quick summary to orient you. The real value is below: the resources worth your time, from people who've actually done it, not us.
Here are the resources
Hand-picked from around the web, each with a note on why it earns your time. India-specific ones carry a badge.
4 resources2 India-specific4 link-checked
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Why we picked it
The clearest India-specific breakdown of when to use ABO versus CBO, with concrete purchase-count thresholds for moving a creative from testing into a scaling campaign, exactly the judgment call Indian founders get wrong.
Why we picked it
Directly answers the question every scaling brand hits, how to keep testing new creative without wrecking a campaign that already works, by splitting the two jobs into separate structures.
Why we picked it
A current, no-fluff reference for how many campaigns and ad sets a healthy account should actually run in 2026, useful as a sanity check against over-fragmented accounts.
Why we picked it
Maps campaign structure to an actual Indian budget growth path, from Rs 500/day to Rs 5 lakh/month, so you can see how structure should evolve as spend scales rather than staying static.
