Solved: Multiple Shops on FB Ads Without Getting Banned

Hi there,

Thanks for reaching out! It's a common worry, running ads for multiple shops, especially with all the stories you hear about accounts getting shut down for no clear reason. Happy to give you some initial thoughts and guidance on how to structure things properly to keep your accounts safe and performing well.

The short answer is that you need to keep everything as separate as possible. It's a bit more work up front, but it will save you a world of pain down the line.

We'll need to look at the right Business Manager Structure...

Okay, first things first. Your main question about using one Business Manager is the most important one to get right. You absolutely can, and should, use one central Meta Business Manager to oversee all your businesses. Think of the Business Manager as your company's headquarters. However, you should treat each of your online shops as a separate department within that headquarters, each with its own budget, staff, and resources.

Running everything through a single ad account is a massive risk. Facebook's review system is largely automated, and it looks for patterns. When it sees one ad account sending traffic to multiple, unrelated domains, it can sometimes flag this as suspicious behaviour. It mimics what less reputable advertisers do when they burn through websites. Even if you're doing everything by the book, you're creating a single point of failure. If one of your shops gets a few ad disapprovals, or a customer complains, or an automated flag is triggered for any reason, Facebook might disable that ad account. If all your shops are running through it, your entire business comes to a grinding halt.

The correct, professional way to set this up is to create a dedicated, separate ad account for each of your online shops. All these ad accounts can live happily under your one main Business Manager. This compartmentalises the risk. If your jewelry shop's ad account has an issue, your pet supplies shop can continue running ads without any interruption. This structure is the foundation of a scalable and resilient advertising operation.

You'll need to keep your data clean...

This leads to the next critical point: data. The Meta Pixel is the brain of your advertising. It watches who visits your site, who adds products to their cart, and who buys. It then uses this data to understand what your ideal customer looks like so it can find more people just like them. This is how the algorithm optimises your campaigns.

Now, imagine you're using one pixel across two shops: one sells high-end handcrafted jewelry and the other sells cheap dog toys. Your pixel data becomes a complete mess. The algorithm is getting signals from women aged 40-60 with high disposable income who love art, *and* from dog owners aged 25-40 who are looking for a bargain. It has no idea who to show your jewelry ads to, or your dog toy ads. The result is that it optimises for neither, your ad delivery becomes inefficient, your costs go up, and your results go down.

By creating a separate pixel for each shop and installing it only on that shop's website, you ensure each pixel develops a pure, high-quality understanding of that specific shop's customer base. This leads to:

-> Better Prospecting: The algorithm knows exactly who to target with your top-of-funnel ads.
-> Smarter Retargeting: You can accurately retarget people who viewed a specific product on one site without showing them ads from another.
-> Powerful Lookalike Audiences: When you ask Facebook to create a Lookalike Audience of your past buyers, it will be based on a clean data set of customers from that one store, making the resulting audience far more accurate and effective.

This isn't just a 'nice to have'; it is absolutely fundamental to getting good performance from Meta ads for an eCommerce business.

I'd say you should set some realistic expectations...

Another thing to consider is that performance and costs will vary dramatically across your different niches. What works for one shop might completely fail for another. The cost to acquire a customer for a low-ticket item will be very different from a high-ticket one. This is why having separate ad accounts is also crucial for budgeting and analysis.

To give you an idea of the range, I remember one campaign we ran for a home cleaning service where we achieved leads for just £5 each. But selling physical products is a different beast. While we've seen fantastic results for eCommerce stores—one campaign for a women's apparel brand, for example, generated a 691% return—the cost per purchase is a different calculation entirely. For sales, you're typically looking at a website conversion rate of 2-5%. In developed countries like the UK or US, a click (CPC) might cost you anywhere from £0.50 to £1.50. Doing the maths, that gives you a very broad range for your Cost Per Purchase (CPA).

I've built a little calculator for you below so you can play with the numbers and get a feel for the potential costs for your different shops. Adjust the sliders for what you think your average click cost and conversion rate might be to see a ballpark CPA.

This shows how sensitive your final cost is to your website's performance and the auction price. A small improvement in your conversion rate (e.g., from 2% to 3%) can have a massive impact on your profitability. This is why it's not just about the ads, but about optimising your entire funnel from ad creative to landing page and checkout.

You'll need a plan if you get banned...

Finally, let's talk about the nightmare scenario: getting banned. You asked what the correct way is to start clean again. The brutally honest answer is that there isn't a reliable one. "Starting clean" by creating a new Facebook profile, a new Business Manager, and using a new credit card is against their terms of service. Facebook is incredibly good at linking new accounts to previously banned ones using countless data points (IP address, device fingerprints, browser cookies, and more). Trying to circumvent a ban often leads to a quick, permanent ban of the new assets as well.

The only "correct" way to deal with a ban is to go through their official appeal process. It can be slow, frustrating, and often feels like you're talking to a brick wall, but it's the only legitimate path forward.

This is why all the advice above is so critical. Your entire strategy should be built around *prevention*, not recovery. By setting up a clean, professional, and compartmentalised structure from day one, you drastically reduce your risk profile. You're showing the platform that you're a serious business owner operating in a transparent way. This is the absolute best defence against sudden account shutdowns.

This is the main advice I have for you:

To pull it all together, here is a table outlining the core, actionable steps I'd recommend you take before spending any significant amount on ads.

Setting this all up correctly from the start is genuinely the best investment you can make in your advertising. It might seem like a lot of extra admin, but it's the difference between building a sustainable, scalable business on the platform and constantly looking over your shoulder, worried that one wrong move could shut everything down.

Managing multiple campaigns across different niches, each with its own audience, creative, and optimisation strategy, can quickly become a full-time job. It requires a clear process, constant testing, and a deep understanding of the platform's nuances. If you find it's becoming overwhelming or you want to make sure you're getting the best possible performance from your budget, it might be worth considering some expert help.

We offer a free, no-obligation initial consultation where we can take a closer look at your shops and discuss a potential strategy in more detail. It's a great way to get a second opinion and some actionable advice specific to your situation.

Hope that helps!

Regards,

Team @ Lukas Holschuh