Ad Account Structure: When to Consolidate and When to Split

Public core framework

• Do not start by asking whether the account should be more granular. First define whether Campaign, Ad set / Ad group, and Ad own budget objective, audience boundary, creative promise, product pool, or readout logic.
• Read brand and remarketing capture, cold prospecting, and creative or offer testing separately. You can start by relabeling the review sheet; you do not always need dozens of new Campaigns.
• Map a split only when it changes budget, objective, risk, responsible lead, or next action. If the split only makes the dashboard cleaner while sample size drops, consolidate or use labels first.