The Three-Tier Hierarchy
Legend:- 🟡 Yellow = Campaign level (objective and budget strategy)
- 🟢 Green = Ad Squad level (targeting and optimization)
- 🟠 Orange = Ad level (creative content)
Campaign Level
The campaign is the top level where you define your advertising objective and budget strategy.What You Set at Campaign Level
| Setting | Description |
|---|---|
| Objective | What you want to achieve (Awareness, Consideration, Conversions) |
| Campaign Budget | Optional campaign-level budget that’s distributed across ad squads |
| Budget Optimization | Whether Snapchat automatically distributes budget across ad squads |
| Status | Active, Paused, or Archived |
The objective you choose at the campaign level determines which optimization goals and features are available in your ad squads. You cannot change the objective after publishing.
Campaign Budget Options
You can set budgets at either the campaign level or ad squad level:- Campaign Budget Optimization: Set one budget for the campaign, and Snapchat automatically distributes it across ad squads based on performance
- Ad Squad Budgets: Set individual budgets for each ad squad, giving you more control over spending
Ad Squad Level
The ad squad is where you define your audience, placements, and optimization strategy. Snapchat uses the term “Ad Squad” instead of “Ad Set” or “Ad Group.”What You Set at Ad Squad Level
| Setting | Description |
|---|---|
| Targeting | Who sees your ads (age, gender, location, interests, custom audiences) |
| Placements | Where ads appear (Snapchat, Audience Network) |
| Optimization Goal | What Snapchat optimizes for (impressions, swipe ups, conversions, etc.) |
| Budget | Daily budget (if not using Campaign Budget Optimization) |
| Schedule | When your ads run (start date, end date, dayparting) |
| Bidding Strategy | How Snapchat optimizes your bids (Auto-bid, Max Bid, Target Cost) |
| Delivery Type | Standard or Accelerated delivery |
Ad Squad Budget Options
If you’re not using Campaign Budget Optimization, you can set:- Daily Budget: Amount to spend per day (minimum $5)
Ad Squad Inheritance
Ad Level
The ad is where you define your creative content — the actual images, videos, text, and call-to-action that people see.What You Set at Ad Level
| Setting | Description |
|---|---|
| Creative | Images or videos from your media library |
| Ad Name | Internal name for the ad |
| Brand Name | Name shown on the ad |
| Headline | Main text that appears with your creative |
| Call-to-Action | Button text (Swipe Up, Install Now, Shop Now, etc.) |
| Destination | Where people go when they swipe up (website URL, app, etc.) |
| Attachment | Optional web view, long-form video, or AR lens |
Ad Formats
Snapchat supports several ad formats:| Format | Description | Best For |
|---|---|---|
| Single Image/Video | One image or video with text | Most campaigns, simple messages |
| Story Ads | Series of 3-20 images or videos | Storytelling, product showcases |
| Collection Ads | Cover image/video with product tiles | E-commerce, product discovery |
| AR Lenses | Interactive augmented reality experiences | Brand engagement, try-on experiences |
| Filters | Branded overlays users can apply | Brand awareness, events |
Hierarchy Rules and Constraints
Understanding the rules that govern Snapchat’s hierarchy helps you avoid validation errors:Parent-Child Relationships
- Every ad squad must have exactly one parent campaign
- Every ad must have exactly one parent ad squad
- A campaign can have multiple ad squads
- An ad squad can have multiple ads
Inheritance Rules
- Ad squads inherit the objective from their parent campaign
- Ads inherit targeting and placements from their parent ad squad
- Budget optimization flows from campaign to ad squads (if using Campaign Budget Optimization)
Validation Constraints
Snapchat-Specific Limitations
Building Campaign Structure in Whathead
In the Campaign Builder canvas, you create this hierarchy visually:Add Campaign Node
Click the + button and select Campaign to create a campaign node. Configure the objective and budget strategy.
Add Ad Squad Nodes
Click the + button below the campaign and select Ad Squad. Connect it to the campaign node. Configure targeting and optimization.
Add Ad Nodes
Click the + button below an ad squad and select Ad. Connect it to the ad squad node. Add creative and copy.
Structure Examples
Simple Campaign
A single campaign with one ad squad and two ads testing different video creatives.Multi-Audience Campaign
One campaign with multiple ad squads targeting different age groups, each with tailored creative.Complex Testing Structure
Testing different audiences (ad squads) and different creatives (ads) to find the best combination.Best Practices
- Start simple: Begin with one campaign, one ad squad, and 2-3 ads to test creative variations
- Use Campaign Budget Optimization: Let Snapchat optimize budget distribution across ad squads for better performance
- Prioritize vertical video: Snapchat is a mobile-first, vertical platform — use 9:16 aspect ratio
- Test systematically: Change one variable at a time (audience OR creative, not both) to understand what works
- Monitor ad squad performance: Pause underperforming ad squads and scale winners
- Keep structure organized: Use clear naming conventions for campaigns, ad squads, and ads
- Remember creative limitations: Plan ahead for creative changes, as they create new ads rather than updating existing ones
Whathead Capabilities vs Snapchat Portal
Whathead overcomes several Snapchat platform limitations:Duplicate Ad Squads
Snapchat Portal: Cannot duplicate ad squads between campaignsWhathead: CAN duplicate ad squads across campaigns
Transfer Ads
Snapchat Portal: Cannot transfer ads between campaignsWhathead: CAN transfer ads between campaigns