Account Structure Review

Account Structure Review — Google + Meta

Expert-level guidance for evaluating paid media account structure against goals, budget, and conversion volume thresholds. Identifies structural anti-patterns that fragment data, starve budgets, or block algorithms from learning.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/account-structure-review ~/.claude/skills/

Core Capabilities

Structural Anti-Pattern Detection

• Over-segmentation: Too many campaigns/ad sets splitting data and budget below learning thresholds
• Under-segmentation: Everything in one campaign, can't isolate performance by intent or funnel stage
• Budget fragmentation: Daily budgets too low to exit learning phase or sustain delivery
• Targeting overlap: Multiple campaigns competing in same auctions, bidding against yourself
• Objective mismatch: Using Traffic when you need Conversions, mixing lead gen and ecommerce goals in one campaign

Google-Specific Structure Auditing

• Campaign type separation (Search ≠ Display ≠ Shopping ≠ PMax)
• Ad group theme coherence (SKAGs are dead, STAGs with 5-15 keywords)
• Match type strategy alignment per campaign intent
• PMax cannibalizing branded Search
• Shared budgets causing cross-campaign interference
• Search Partners eating budget without conversions
• Automated bid strategies applied to low-volume campaigns

Meta-Specific Structure Auditing

• CBO vs ABO alignment with goals and budget levels
• Advantage+ Shopping adoption readiness
• Prospecting vs retargeting separation
• Funnel exclusions (retargeting excludes purchasers, prospecting excludes retargeting audiences)
• Advantage+ Audience stability (broad targeting with signal-based constraints)
• Campaign duplication testing without isolation
• Multiple ad sets in prospecting CBO campaigns (common waste vector)

Consolidation Decision Framework

• How to merge campaigns without losing historical data
• Campaign experiments for migration testing (Google) or 50/50 A/B tests (Meta)
• Incremental changes vs wholesale restructure
• Sequencing: What to consolidate first, what to defer

Structure Health Criteria

Google Ads: Minimum Conversion Volume Thresholds

Learning Phase: Campaigns need ~50 conversions in 30 days to exit learning. Campaigns with <30 conversions/month perpetually re-enter learning with every creative refresh or bid change.

Meta: Ad Set-Level Conversion Volume Thresholds

Learning Phase: Ad sets need ~50 conversions/week to exit learning. Ad sets with <50/week perpetually re-enter learning with every edit.

Budget Fragmentation Thresholds

Critical Rule: If your campaign can't sustain the minimum daily budget for 30 consecutive days without pausing, your account is over-segmented.

Targeting Overlap Indicators (Meta)

Check overlap in Meta Ads Manager > Tools > Audience Overlap. Run this monthly for all active prospecting campaigns.

Google: Keyword Overlap Indicators

Run Search Terms Report monthly and cross-reference against all campaigns to find cannibalization.

Platform-Specific Structure Best Practices

Google Ads: Campaign Hierarchy

Search Campaigns (Hierarchy: Campaign > Ad Group > Keywords > Ads)

• One theme per campaign: Brand, Competitor, Category, Product Line, Intent Stage
• Ad groups: 5-15 keywords per ad group, tightly themed (STAGs, not SKAGs)
• Match types: Use Phrase and Broad in most campaigns. Exact only for ultra-high-intent/high-value terms.
• Negatives: Aggressive negative keyword lists at campaign level to prevent overlap
• Structure example:
• Campaign: Brand Search
• Ad Group: Brand Exact (5 exact match brand terms)
• Ad Group: Brand Misspellings (10 phrase match variants)
• Campaign: Category - Running Shoes
• Ad Group: Trail Running (8 phrase match keywords)
• Ad Group: Road Running (10 phrase match keywords)
• Ad Group: Racing Flats (5 phrase match keywords)

Shopping Campaigns

• Standard Shopping: One campaign per product category OR one campaign with ad groups by product type
• PMax: One campaign for entire catalog OR separate campaigns by margin/goal (e.g., high-margin PMax vs volume PMax)
• Do NOT run PMax + Standard Shopping simultaneously — PMax will dominate, Standard Shopping becomes a reporting shell

Performance Max (PMax)

• When to use: E-commerce with feed, lead gen with dynamic assets, omnichannel goals
• Structure: 1-3 campaigns max. PMax is designed to consolidate. Multiple PMax campaigns only if goals differ (ROAS target, audience strategy, geo)
• Asset groups: 3-5 per campaign, themed by product category or customer segment
• Critical negative keywords: Add brand terms if you want branded search to stay in Search campaigns

Display Campaigns

• Separate campaigns by goal: Prospecting vs Retargeting
• Prospecting: Use Responsive Display Ads (RDA) with demographic/interest targeting or Custom Audiences
• Retargeting: Website visitors, cart abandoners, customer lists. Lower bids, higher ROAS targets.

Meta: Campaign Hierarchy

Campaign (Objective + Budget type)

• Choose objective: Awareness, Traffic, Engagement, Leads, App Promotion, Sales
• Choose budget: Campaign Budget Optimization (CBO) or Ad Set Budget Optimization (ABO)

Ad Set (Audience + Placement + Optimization)

• Define audience (Advantage+ Audience, Custom Audiences, Lookalikes)
• Choose placement (Advantage+ Placements or manual)
• Set optimization event (Purchase, Add to Cart, Lead, etc.)
• Set bid strategy (Lowest Cost, Cost Cap, Bid Cap)

Ad (Creative)

• Image, video, carousel, collection
• Primary text, headline, description, CTA

CBO vs ABO Decision Tree:

• Use CBO when:
• Budget >$300/day
• Testing multiple audiences against each other
• Want Meta to auto-allocate budget to best performers
• Have 2-5 ad sets per campaign
• Use ABO when:
• Budget <$300/day
• Need strict budget control per ad set (e.g., prospecting gets $100, retargeting gets $50)
• Testing one audience or creative set in isolation
• Running Advantage+ (CBO is required)

Advantage+ Shopping Campaigns

• Consolidates prospecting + retargeting into one campaign with one ad set
• Requires Conversions API (CAPI) + pixel
• Needs 50+ purchases/week to perform (ideally 150+/week)
• Best for brands spending $10K+/month on Meta with mature pixel
• When NOT to use: New pixels (<1000 events), low conversion volume, need granular audience control

Prospecting vs Retargeting Separation

• Always separate prospecting and retargeting into different campaigns
• Prospecting: Broad targeting (Advantage+ Audience with interest/demo signals), lookalikes, cold traffic
• Retargeting: Website visitors (180d), cart abandoners (30d), video viewers (30d), engaged users
• Critical exclusions:
• Prospecting: Exclude website visitors 180d, customer lists
• Retargeting: Exclude purchasers (unless running replenishment/upsell)

Consolidation Decision Framework

Step 1: Conversion Volume Audit

Pull last 30 days of data. For each campaign/ad set: 1. Count conversions 2. Compare to minimum threshold (see tables above) 3. Flag campaigns/ad sets below threshold as "Under-Volume"

Step 2: Budget Fragmentation Audit

For each campaign: 1. Calculate average daily spend 2. Compare to minimum daily budget threshold 3. Flag campaigns below threshold as "Under-Budget" 4. Check: Does campaign run out of budget before end of day? If yes, flag "Budget-Constrained"

Step 3: Targeting Overlap Audit

Google: 1. Run Search Terms Report for all Search campaigns 2. Cross-reference search terms against all other campaigns' keyword lists 3. Flag any search term appearing in 2+ campaigns

Meta: 1. Go to Ads Manager > Tools > Audience Overlap 2. Compare all active prospecting audiences 3. Flag any overlap >25%

Step 4: Objective Mismatch Audit

For each campaign: 1. Check objective (Google: bid strategy; Meta: campaign objective) 2. Check conversion tracking setup 3. Flag mismatches:

• Google: Manual CPC or Maximize Clicks when conversions are tracked
• Meta: Traffic or Engagement objective when Purchase pixel fires
• Mixing lead gen (form fills) and ecommerce (purchases) in same campaign

Step 5: Consolidation Plan

For each flagged campaign, decide:

• Merge: Combine with similar campaign (same intent, same goal, compatible targeting)
• Pause: Discontinue if redundant or no clear goal
• Restructure: Keep separate but change targeting/budget/objective
• Defer: Flag for later (e.g., seasonal campaigns, test campaigns)

Merge Rules:

• Google Search: Merge campaigns with similar keyword themes and match types into one campaign with multiple ad groups
• Google PMax: Consolidate multiple PMax campaigns into one unless goals differ by >20% (e.g., tROAS of 300% vs 500%)
• Meta Prospecting: Merge lookalike audiences into one Advantage+ Audience campaign with signals
• Meta Retargeting: Merge retargeting ad sets into one campaign with CBO, separate ad sets by funnel stage (website visitors, cart abandoners, etc.)

Step 6: Migration Plan

Option A: Campaign Experiments (Google) 1. Create experiment in original campaign 2. Build new consolidated structure in experiment arm 3. Split traffic 50/50 for 14-30 days 4. Compare performance, roll out winner

Option B: Gradual Migration 1. Launch new consolidated campaigns at 25% of total budget 2. Run for 7 days, compare performance 3. Increase to 50%, decrease old campaigns to 50% 4. Run for 7 days, compare again 5. If new campaigns outperform, shift 100% budget and pause old campaigns

Option C: Immediate Cutover (risky, only for emergencies) 1. Launch new campaigns 2. Pause old campaigns same day 3. Expect 7-14 day learning phase, performance dip

Historical Data Preservation:

• Do NOT delete old campaigns — pause them
• Export historical data to spreadsheet/dashboard before pausing
• Keep old campaigns paused for 90 days for reference, then archive

Minimum Viable Structure by Budget Level

$5K/month ($167/day)

Google:

• 2-4 campaigns max: Brand Search ($50/day), Category Search ($70/day), Display Retargeting ($30/day), Shopping or PMax ($17/day)
• Do NOT run PMax + Shopping simultaneously at this budget

Meta:

• 2 campaigns: Prospecting CBO ($100/day, 2 ad sets), Retargeting ABO ($67/day, 2 ad sets)
• If running Advantage+, go all-in: 1 Advantage+ campaign ($167/day)

$20K/month ($667/day)

Google:

• 5-8 campaigns: Brand Search ($100/day), Competitor Search ($100/day), Category Search ($150/day), PMax ($200/day), Display Retargeting ($50/day), Display Prospecting ($67/day)
• Or: Consolidate into PMax ($400/day) + Brand Search ($100/day) + Display Retargeting ($167/day)

Meta:

• 3-4 campaigns: Prospecting CBO ($400/day, 3-5 ad sets), Retargeting CBO ($150/day, 3 ad sets), Testing Campaign ($117/day, 2 ad sets)
• Or: Advantage+ Shopping ($500/day) + Retargeting ($167/day)

$100K/month ($3,333/day)

Google:

• 10-15 campaigns: Brand Search, Competitor Search, 3-5 Category Search campaigns, PMax, Display Prospecting (demographics), Display Prospecting (interests), Display Retargeting, YouTube Prospecting, YouTube Retargeting, Discovery
• Budget allocation: 40% PMax, 20% Search (Brand/Competitor/Category), 20% Display, 20% YouTube/Discovery

Meta:

• 6-10 campaigns: Advantage+ Shopping, Prospecting Lookalikes, Prospecting Interests, Prospecting Broad, Retargeting (Website), Retargeting (Engaged), Creative Testing, Offer Testing, New Market Testing
• Budget allocation: 50% Advantage+, 20% Prospecting (other), 15% Retargeting, 15% Testing

$500K/month ($16,667/day)

Google:

• 15-25 campaigns: Separate by geo (US, CA, UK, etc.), product line, margin tier, funnel stage, device (if performance warrants), dayparting (if 24/7 doesn't work)
• Heavy investment in PMax ($8K/day), Brand ($2K/day), Category Search ($4K/day), YouTube ($2K/day)

Meta:

• 10-20 campaigns: Multiple Advantage+ campaigns by geo or product line, separate prospecting campaigns by demo or interest cluster, retargeting by funnel stage and recency, heavy creative testing budget
• Budget allocation: 60% Advantage+, 15% Prospecting, 10% Retargeting, 15% Testing

Key principle: Structure complexity should scale with budget and conversion volume, not with number of products or "just because."

Output Format Template

When conducting an account structure review, provide output in this format:

# Account Structure Review — [Client Name] — [Date]

## Executive Summary
- Total monthly spend: $X
- Total campaigns: X (Google: X, Meta: X)
- Campaigns flagged: X (X% of total)
- Primary issues: [List top 3]
- Recommended consolidation: X campaigns → X campaigns
- Expected impact: [Estimated improvement in CPA, ROAS, or learning phase stability]

## Structural Health Score: X/100
- Conversion volume: X/30 (campaigns meeting minimum thresholds)
- Budget allocation: X/25 (campaigns with sufficient daily budgets)
- Targeting efficiency: X/25 (overlap score)
- Objective alignment: X/20 (campaigns using correct objectives for goals)

## Google Ads Findings

### Campaign Inventory
[Table: Campaign Name | Type | Daily Budget | Monthly Conversions | Status | Flag]

### Issues Identified
1. **[Issue Category]** (e.g., Over-Segmentation, Budget Fragmentation)
   - **Finding**: [Specific data point]
   - **Impact**: [Why this matters]
   - **Recommendation**: [What to do]

### Google Consolidation Plan
- Merge: [Campaign A + Campaign B] → [New Campaign Name]
- Pause: [Campaign C] (reason: redundant with PMax)
- Restructure: [Campaign D] (change from Maximize Clicks to tCPA)

## Meta Findings

### Campaign Inventory
[Table: Campaign Name | Objective | Budget Type | Daily Budget | Weekly Conversions | Status | Flag]

### Issues Identified
1. **[Issue Category]**
   - **Finding**: [Specific data point]
   - **Impact**: [Why this matters]
   - **Recommendation**: [What to do]

### Meta Consolidation Plan
- Merge: [Ad Set A + Ad Set B] → [New Campaign Name] (CBO)
- Migrate to Advantage+: [Campaign E] (conversion volume meets threshold)
- Pause: [Campaign F] (overlap with retargeting campaign)

## Migration Roadmap

### Phase 1 (Week 1-2): [Immediate Actions]
- Launch: [New Campaign X] at $X/day
- Reduce: [Old Campaign Y] to $X/day (from $X/day)
- Pause: [Campaign Z] (no conversions in 60 days)

### Phase 2 (Week 3-4): [Performance Validation]
- Monitor: [Campaigns] for learning phase completion
- Compare: [Old vs New] performance
- Decision: Roll out 100% or revert

### Phase 3 (Week 5-6): [Full Migration]
- Shift: 100% budget to new structure
- Pause: All old campaigns
- Archive: Export historical data

## Expected Outcomes
- **Learning phase stability**: [X campaigns] will exit learning phase with consolidated volume
- **Budget efficiency**: [X campaigns] will sustain delivery throughout day instead of exhausting budget early
- **Reporting clarity**: [Benefit of cleaner structure]
- **Algorithmic performance**: Expect CPA to improve [X%] as algorithms get more signal

## Risks & Mitigations
- **Risk**: Performance dip during learning phase
  - **Mitigation**: Gradual migration, keep 50% budget in proven campaigns during transition
- **Risk**: Loss of granular reporting
  - **Mitigation**: Use labels, UTM parameters, or asset groups (PMax) to maintain visibility

## Next Steps
1. [Action 1]
2. [Action 2]
3. [Action 3]

Worked Example

Scenario: Mid-market DTC brand, $30K/month spend, Google + Meta

Google Ads Audit:

• 28 Search campaigns (Brand, Category, Product, Competitor)
• 22 campaigns have <20 conversions/month (below tCPA threshold)
• 15 campaigns have daily budgets <$20 (exhaust by 10am)
• PMax campaign active + Standard Shopping campaign active (PMax dominating, Standard Shopping getting <5% of budget)
• Shared budget across 8 campaigns causing unpredictable allocation

Findings: 1. Over-Segmentation (Search): 28 campaigns should be 6-8 campaigns grouped by intent 2. Budget Fragmentation: 15 campaigns can't sustain delivery 3. PMax Cannibalization: Standard Shopping is redundant 4. Shared Budget Chaos: 8 campaigns competing for shared budget instead of predictable allocation

Consolidation Plan:

• Merge Search campaigns: 28 → 6 (Brand, Competitor, Category A, Category B, Category C, Generic)
• Pause Standard Shopping, increase PMax budget from $200/day to $400/day
• Remove shared budgets, assign fixed daily budgets to each campaign
• Resulting structure: 6 Search campaigns + 1 PMax + 1 Display Retargeting = 8 campaigns total

Meta Audit:

• 12 campaigns (10 prospecting, 2 retargeting)
• 10 prospecting campaigns have overlapping audiences (Lookalike 1%, Lookalike 2-3%, Interest: Fitness, Interest: Running, Broad, etc.)
• Audience overlap tool shows 35-60% overlap across all prospecting campaigns
• 6 campaigns have <30 purchases/week (below Conversions optimization threshold)
• Using ABO with $50/day per campaign

Findings: 1. Targeting Overlap: 10 prospecting campaigns bidding against each other 2. Under-Volume: 6 campaigns don't have enough conversions to optimize 3. Budget Fragmentation: $50/day per campaign is marginal for Conversions objective

Consolidation Plan:

• Merge prospecting campaigns: 10 → 2 (Advantage+ Shopping at $700/day, Lookalike Testing at $100/day)
• Consolidate retargeting: 2 campaigns → 1 CBO campaign with 3 ad sets (Website 7-30d, Cart Abandoners, Engaged Video Viewers) at $200/day
• Resulting structure: 3 campaigns total (Advantage+, Lookalike Testing, Retargeting)

Expected Impact:

• Google: Campaigns will have 40-60 conversions/month (vs 8-15 currently), tCPA will stabilize, learning phase will complete
• Meta: Advantage+ will have 120+ purchases/week (vs 20-30 per campaign currently), audience overlap eliminated, CBO will optimize budget allocation
• Overall: CPA expected to improve 15-25% within 30 days post-migration

Guidelines

• Never consolidate blindly: Check conversion data, budget sustainability, and targeting logic before merging
• Preserve historical data: Pause, don't delete
• Test migrations when possible: Use experiments (Google) or gradual budget shifts (Meta)
• Monitor learning phases: Expect 7-14 days of instability after structural changes
• Document everything: Keep audit findings, consolidation plan, and migration steps in shared doc for team visibility
• Revisit quarterly: Account structure should evolve as budget, conversion volume, and goals change

How to Use This Skill

Ask questions like:

• "Audit my Google Ads account structure and identify consolidation opportunities"
• "My Meta campaigns have low conversion volume — should I consolidate?"
• "I'm inheriting a messy account with 40+ campaigns — where do I start?"
• "What's the right campaign structure for a $50K/month budget on Google and Meta?"
• "My campaigns keep re-entering learning phase — is my structure the problem?"
• "Should I migrate to Advantage+ Shopping or keep my current prospecting setup?"
• "Create a consolidation plan for my Search campaigns — they're all under $30/day budget"

Safety & Data Handling

• Analysis only — this skill produces recommendations, not live changes. Always review before implementing in any ad platform.
• No PII — do not paste customer emails, phone numbers, names, or order-level data. Use aggregated/anonymized exports only.
• Projections are estimates — financial forecasts are based on historical data and carry uncertainty. Label them as projections in client deliverables.
• Confirm before acting — never pause, delete, or modify live campaigns based solely on this analysis without human review.

Account Structure Review — Examples

Six realistic examples demonstrating how to use the account structure review skill across different scenarios, budgets, and platforms.

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Example 1: Mid-Market DTC Account Audit ($30K/mo)

User Request

"I just inherited a DTC skincare account spending $30K/month across Google and Meta. The previous agency had 40+ campaigns running. Performance has been declining for 3 months — CPAs are up 35% and ROAS is down. Audit the structure and give me a consolidation plan."

Analysis Steps

1. Inventory all campaigns — List every campaign across both platforms with type, objective, bid strategy, daily budget, and last-30-day conversions. 2. Run conversion volume audit — Compare each campaign's conversions against minimum thresholds for its bid strategy (Google) or optimization goal (Meta). Flag under-volume campaigns. 3. Run budget fragmentation audit — Check daily budgets against minimums. Identify campaigns exhausting budget before 3 PM. 4. Run targeting overlap audit — Pull Google Search Terms Report to find cross-campaign cannibalization. Run Meta Audience Overlap tool on all prospecting audiences. 5. Build consolidation plan — Group campaigns by merge candidates, pause candidates, and restructure candidates. Design migration roadmap.

Sample Output

# Account Structure Review — [Skincare DTC Brand] — 2026-03-11

## Executive Summary
- **Total monthly spend**: $30,000 ($15K Google, $15K Meta)
- **Total campaigns**: 42 (Google: 28, Meta: 14)
- **Campaigns flagged**: 34 (81% of total)
- **Primary issues**: (1) Severe over-segmentation on Google Search — 28 campaigns averaging $18/day each; (2) 10 Meta prospecting campaigns with 35-60% audience overlap; (3) PMax + Standard Shopping running simultaneously
- **Recommended consolidation**: 42 campaigns → 11 campaigns
- **Expected impact**: CPA reduction of 20-30% within 30 days as campaigns exit learning phase

## Structural Health Score: 28/100
- Conversion volume: 6/30 (only 8 of 42 campaigns meet minimum thresholds)
- Budget allocation: 5/25 (26 campaigns below minimum daily budget)
- Targeting efficiency: 8/25 (critical overlap on both platforms)
- Objective alignment: 9/20 (3 Google campaigns on Maximize Clicks with conversion tracking active)

## Google Ads Findings

### Campaign Inventory
| Campaign Name | Type | Bid Strategy | Daily Budget | Monthly Conv. | Flag |
|---|---|---|---|---|---|
| Brand - Exact | Search | tCPA | $40 | 85 | OK |
| Brand - Broad | Search | tCPA | $25 | 42 | OK |
| Category - Moisturizer | Search | tCPA | $18 | 12 | Under-Volume |
| Category - Serum | Search | tCPA | $18 | 8 | Under-Volume |
| Category - Cleanser | Search | tCPA | $15 | 6 | Under-Volume, Under-Budget |
| Category - SPF | Search | tCPA | $12 | 4 | Under-Volume, Under-Budget |
| Category - Toner | Search | tCPA | $10 | 2 | Under-Volume, Under-Budget |
| Product - Vitamin C Serum | Search | MaxClicks | $15 | 3 | Objective Mismatch |
| Product - Retinol Cream | Search | MaxClicks | $12 | 2 | Objective Mismatch |
| Product - HA Moisturizer | Search | MaxClicks | $10 | 1 | Objective Mismatch |
| ... (18 more product-level campaigns) | Search | Various | $5-15 | 0-3 | Under-Volume, Under-Budget |
| PMax - All Products | PMax | MaxConv | $80 | 35 | OK |
| Standard Shopping | Shopping | ManualCPC | $30 | 4 | Cannibalized by PMax |
| Display - Retargeting | Display | MaxConv | $25 | 8 | Under-Budget |

### Issues Identified
1. **Over-Segmentation (Search)** — 28 Search campaigns averaging $18/day and 8 conversions/month. 22 campaigns are below the 30/month minimum for tCPA optimization. Campaigns perpetually re-enter learning, driving CPAs up 35%.
   - **Impact**: Algorithm never stabilizes. Each bid change or ad rotation resets learning on campaigns that were never out of learning to begin with.
   - **Recommendation**: Merge 28 Search campaigns into 6: Brand, Competitor, Category (Skincare), Category (SPF/Sun), Generic (Skin Concerns), Product (Top 5 SKUs).

2. **Budget Fragmentation** — 15 campaigns have daily budgets under $20. These exhaust by 10 AM, missing afternoon and evening shoppers entirely.
   - **Impact**: Missing 60% of daily shopping window. Algorithm front-loads impressions into early morning when competition is highest.
   - **Recommendation**: Consolidation fixes this automatically — 6 campaigns at $60-100/day each.

3. **PMax Cannibalization** — Standard Shopping campaign getting <5% of eligible impressions. PMax is capturing all Shopping traffic. Standard Shopping generated 4 conversions vs PMax's 35.
   - **Impact**: $30/day ($900/month) wasted on a campaign that can't compete for impressions.
   - **Recommendation**: Pause Standard Shopping immediately. Increase PMax budget from $80/day to $120/day.

4. **Objective Mismatch** — 3 product-level campaigns using Maximize Clicks despite active conversion tracking.
   - **Impact**: Paying for clicks instead of optimizing for purchases. These campaigns have the worst CPA in the account ($85 vs $22 average).
   - **Recommendation**: Merge into consolidated Category campaigns with tCPA bidding.

### Google Consolidation Plan
- **Merge**: 28 Search campaigns → 6 campaigns (Brand $65/day, Competitor $50/day, Category Skincare $100/day, Category SPF $60/day, Generic $60/day, Product Top SKUs $45/day)
- **Pause**: Standard Shopping (cannibalized by PMax)
- **Restructure**: PMax — increase budget from $80/day to $120/day, add brand negatives
- **Resulting structure**: 6 Search + 1 PMax + 1 Display Retargeting = 8 campaigns

## Meta Findings

### Campaign Inventory
| Campaign Name | Objective | Budget Type | Daily Budget | Weekly Conv. | Overlap % | Flag |
|---|---|---|---|---|---|---|
| Prospecting - LAL 1% | Sales | ABO | $50 | 18 | 65% (w/ LAL 2-3%) | Overlap |
| Prospecting - LAL 2-3% | Sales | ABO | $50 | 12 | 65% (w/ LAL 1%) | Overlap, Under-Volume |
| Prospecting - Interest Skincare | Sales | ABO | $40 | 8 | 45% (w/ LAL 1%) | Overlap, Under-Volume |
| Prospecting - Interest Beauty | Sales | ABO | $35 | 6 | 52% (w/ Skincare) | Overlap, Under-Volume |
| Prospecting - Interest Anti-Aging | Sales | ABO | $30 | 4 | 38% (w/ Skincare) | Overlap, Under-Volume |
| Prospecting - Broad | Sales | ABO | $25 | 3 | N/A | Under-Volume, Under-Budget |
| Prospecting - LAL Purchasers | Sales | ABO | $30 | 5 | 70% (w/ LAL 1%) | Overlap, Under-Volume |
| Prospecting - LAL ATC | Sales | ABO | $25 | 3 | 55% (w/ LAL 1%) | Overlap, Under-Volume |
| Prospecting - LAL Email | Sales | ABO | $20 | 2 | 48% (w/ LAL 1%) | Overlap, Under-Volume |
| Prospecting - Cold Video | Sales | ABO | $15 | 1 | N/A | Under-Volume, Under-Budget |
| Retargeting - Website 30d | Sales | ABO | $80 | 25 | N/A | OK |
| Retargeting - Cart Abandon | Sales | ABO | $40 | 15 | N/A | OK |
| Retargeting - DPA | Sales | ABO | $30 | 10 | N/A | Under-Volume |
| Retargeting - Email List | Sales | ABO | $30 | 8 | N/A | Under-Volume |

### Issues Identified
1. **Targeting Overlap (Critical)** — 10 prospecting campaigns with 35-70% audience overlap. Lookalike 1% and Lookalike Purchasers have 70% overlap — effectively the same audience in two campaigns.
   - **Impact**: Bidding against yourself in 35-70% of auctions. Inflated CPMs, fragmented data, no campaign has enough volume to optimize.
   - **Recommendation**: Consolidate 10 prospecting campaigns into 1 Advantage+ Shopping campaign.

2. **Under-Volume** — 8 of 10 prospecting campaigns have <50 purchases/week. None can exit learning phase.
   - **Impact**: All 8 are in "learning limited" status. CPAs 40% above the 2 campaigns that have sufficient volume.
   - **Recommendation**: Consolidation into Advantage+ solves this — projected 60+ purchases/week from combined budget.

### Meta Consolidation Plan
- **Merge**: 10 prospecting campaigns → 1 Advantage+ Shopping campaign ($320/day)
- **Merge**: 4 retargeting campaigns → 1 Retargeting CBO campaign ($180/day, 3 ad sets: Website 7-30d, Cart Abandoners 7d, Engaged Users 30d)
- **Resulting structure**: 2 campaigns total (Advantage+, Retargeting CBO)

## Migration Roadmap

### Phase 1 (Week 1-2): Immediate Actions
- **Launch**: 6 consolidated Google Search campaigns at 25% budget ($95/day total)
- **Launch**: 1 Advantage+ Shopping campaign at $160/day (50% of prospecting budget)
- **Launch**: 1 Retargeting CBO campaign at $90/day (50% of retargeting budget)
- **Reduce**: Old Google Search campaigns to 75% budget
- **Reduce**: Old Meta prospecting campaigns to 50% budget
- **Pause**: Standard Shopping campaign immediately

### Phase 2 (Week 3-4): Performance Validation
- **Monitor**: New campaigns for learning phase completion (expect by day 10-14)
- **Compare**: New vs old CPA at 50/50 budget split
- **If new campaigns within 15% of old CPA**: Shift to 75% new / 25% old

### Phase 3 (Week 5-6): Full Migration
- **Shift**: 100% budget to new structure
- **Pause**: All old campaigns (do NOT delete)
- **Archive**: Export 12 months of historical data from old campaigns
- **Final structure**: 8 Google campaigns + 2 Meta campaigns = 10 total (down from 42)

## Expected Outcomes
- **Learning phase stability**: All 10 campaigns will have sufficient volume to exit and stay out of learning
- **Budget efficiency**: Every campaign will sustain full-day delivery with budgets above platform minimums
- **CPA improvement**: Projected 20-30% CPA reduction within 30 days
- **Reporting clarity**: 10 campaigns instead of 42 makes weekly performance reviews actionable

## Risks & Mitigations
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Performance dip during learning phase | High | Medium | Gradual 50/50 migration over 4 weeks |
| Advantage+ underperforms manual prospecting | Low | High | Keep $50/day manual prospecting campaign as hedge for 30 days |
| Loss of audience-level insights | Medium | Low | Use Meta breakdown dimensions (age, gender, placement) for insights |

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Example 2: Startup Account Structure Design ($5K/mo)

User Request

"We're launching paid media for a B2B SaaS startup. Budget is $5K/month total across Google and Meta. We need a structure that maximizes learning with minimal budget. What campaigns should we set up and how should we allocate budget?"

Analysis Steps

1. Determine platform split — Assess whether Google or Meta (or both) is appropriate for B2B SaaS at $5K/month. 2. Apply minimum viable structure — Use the $5K/month tier guidelines, adjusted for B2B SaaS (leads, not purchases). 3. Calculate conversion volume feasibility — At $5K/month, estimate CPL and check if campaigns can hit minimum thresholds. 4. Design campaign architecture — Specify campaigns, ad groups/ad sets, targeting, and budget allocation.

Sample Output

# Account Structure Design — [B2B SaaS Startup] — 2026-03-11

## Executive Summary
- **Total monthly budget**: $5,000 ($3,000 Google, $2,000 Meta)
- **Recommended structure**: 5 campaigns total (Google: 3, Meta: 2)
- **Primary constraint**: At $167/day total, every campaign must justify its existence. Zero room for experimentation campaigns or audience testing — that comes at $10K+/month.
- **Expected monthly leads**: 50-80 (assuming $65-100 CPL for B2B SaaS)

## Structural Health Score: N/A (new account — baseline)

## Google Ads Structure ($3,000/month, $100/day)

### Recommended Campaigns
| Campaign | Type | Bid Strategy | Daily Budget | Expected Monthly Conv. | Rationale |
|---|---|---|---|---|---|
| Brand Search | Search | Maximize Conversions | $20/day | 15-20 | Protect branded terms, lowest CPL. Even at launch, competitors may bid on your brand. |
| Category Search | Search | Maximize Conversions | $60/day | 20-30 | Core demand capture. 2-3 ad groups by problem/solution theme, 8-12 keywords each, phrase + broad match. |
| Display Retargeting | Display | Maximize Conversions | $20/day | 5-10 | Website visitors only. Don't run Display Prospecting at this budget — CPLs are too high. |

### Why NOT PMax at $5K/month
PMax minimum viable budget is $100/day. At $20/day (what's left after Search and Retargeting), PMax can't test across its 6 channels. It will default to Display and Gmail — the lowest-quality placements. Use Search for demand capture, skip PMax until budget hits $10K+/month.

### Why NOT Competitor Search
At $5K/month, Competitor Search CPCs ($15-30 for B2B SaaS) will consume budget without enough volume to optimize. Defer until budget doubles.

## Meta Ads Structure ($2,000/month, $67/day)

### Recommended Campaigns
| Campaign | Objective | Budget Type | Daily Budget | Expected Weekly Conv. | Rationale |
|---|---|---|---|---|---|
| Prospecting | Leads | CBO | $47/day | 5-8 | 2 ad sets: Advantage+ Audience with job title signals, Lookalike 1% of email list. Lead form or landing page. |
| Retargeting | Leads | ABO | $20/day | 3-5 | 1 ad set: Website visitors 180d + LinkedIn profile visitors (if using CAPI partner). |

### Critical Constraints
- At $47/day CBO with Leads optimization, you need 10+ leads/week per ad set to exit learning. If you're getting 5-8 across 2 ad sets, one will starve. Start with 1 ad set and add the second when you hit 15+ leads/week.
- Do NOT optimize for Purchase or ATC — you're B2B SaaS, optimize for Lead (form fill, demo request, or trial signup).
- Advantage+ Shopping is not appropriate for B2B lead gen.

## Migration Roadmap

### Week 1-2: Launch
- Launch Brand Search + Category Search on Google
- Launch Prospecting (1 ad set only) + Retargeting on Meta
- Install conversion tracking: Google Ads tag + Meta pixel + CAPI for lead events

### Week 3-4: Optimize
- Review Search Terms Report — add negatives aggressively
- If Meta prospecting hits 10+ leads/week: add second ad set
- If any campaign has zero conversions by day 14: pause and reallocate budget

### Month 2+: Scale Decisions
- If CPL <$80 and lead quality is good: increase budget to $7.5K/month, add second Category Search campaign
- If CPL >$120: narrow targeting, improve landing page, or reduce to Google-only

## Expected Outcomes
- **Month 1**: 30-50 leads at $100-170 CPL (learning phase, expect higher costs)
- **Month 2**: 50-80 leads at $65-100 CPL (campaigns exit learning, costs stabilize)
- **Month 3+**: Optimize toward 80-120 leads at $40-65 CPL as algorithms learn

---

Example 3: Budget Scaling Assessment ($20K to $50K/mo)

User Request

"We're scaling our DTC brand from $20K/month to $50K/month on Google and Meta. Current structure is 5 Google campaigns and 3 Meta campaigns. Is our structure ready for 2.5x budget, or do we need to restructure before scaling?"

Analysis Steps

1. Audit current structure at $20K — Verify campaigns meet volume and budget thresholds at current spend. 2. Model structure at $50K — Project conversion volumes and daily budgets at 2.5x. Identify campaigns that will benefit vs campaigns that will waste incremental budget. 3. Identify structural gaps — Determine what new campaigns are needed at $50K that aren't needed at $20K. 4. Build scaling plan — Sequence the budget increase with structural changes.

Sample Output

# Budget Scaling Assessment — [DTC Brand] — 2026-03-11

## Executive Summary
- **Current spend**: $20,000/month (Google: $12K, Meta: $8K)
- **Target spend**: $50,000/month (Google: $25K, Meta: $25K)
- **Current structure**: 8 campaigns (Google: 5, Meta: 3) — structurally sound at $20K
- **Scaling readiness**: PARTIAL — Google structure can absorb 2x, but Meta needs 2 additional campaigns before scaling past $30K
- **Recommended pre-scale changes**: Add 1 Advantage+ Shopping campaign (Meta), add 1 YouTube Prospecting campaign (Google), split Category Search into 2 campaigns by product line

## Structural Health Score: 72/100 (at current $20K spend)
- Conversion volume: 24/30 (all but 1 campaign meet thresholds)
- Budget allocation: 20/25 (Display Retargeting slightly under minimum)
- Targeting efficiency: 16/25 (moderate overlap between prospecting audiences on Meta)
- Objective alignment: 12/20 (1 campaign misaligned — Maximize Clicks on Competitor Search)

## Scaling Readiness by Campaign

### Google Ads — Current Structure
| Campaign | Daily Budget Now | Conv/Month Now | Daily Budget at $50K | Projected Conv/Month | Scaling Risk |
|---|---|---|---|---|---|
| Brand Search | $100 | 120 | $150 | 160 | LOW — Brand has ceiling, diminishing returns past $150/day |
| Competitor Search | $100 | 25 | $150 | 35 | MEDIUM — Switch from MaxClicks to tCPA before scaling |
| Category Search | $150 | 45 | $300 | 80 | MEDIUM — Split into 2 campaigns at $150/day each for better ad group control |
| PMax | $200 | 55 | $400 | 100 | LOW — PMax scales well, more budget = more asset group testing |
| Display Retargeting | $50 | 15 | $100 | 25 | LOW — Retargeting pool grows with prospecting spend |

### Meta Ads — Current Structure
| Campaign | Daily Budget Now | Conv/Week Now | Daily Budget at $50K | Projected Conv/Week | Scaling Risk |
|---|---|---|---|---|---|
| Prospecting CBO | $400 | 55 | $500 | 65 | HIGH — Adding $100/day to existing audiences hits diminishing returns. Need Advantage+ to absorb incremental. |
| Retargeting CBO | $150 | 35 | $200 | 45 | LOW — Retargeting pool grows naturally with more prospecting spend |
| Creative Testing | $117 | 15 | $150 | 20 | LOW — Testing budget should scale proportionally |

### Structural Changes Needed Before Scaling

1. **Add Advantage+ Shopping campaign (Meta)** — At $50K, Meta gets $25K/month ($833/day). Current Prospecting CBO can't absorb $500+/day efficiently — audience frequency will spike. Launch Advantage+ at $400/day to absorb incremental budget. Requires 50+ purchases/week (currently at 55, so threshold is met).

2. **Add YouTube Prospecting (Google)** — At $25K/month Google, there's room for upper-funnel investment. YouTube Prospecting at $100/day builds awareness and feeds Search/PMax retargeting pools.

3. **Split Category Search** — At $300/day, one Category Search campaign with 5 ad groups becomes unwieldy. Split into Category A ($150/day, 3 ad groups) and Category B ($150/day, 2 ad groups) for better budget control.

4. **Fix Competitor Search bid strategy** — Switch from Maximize Clicks to tCPA before scaling. At $150/day with MaxClicks, you're paying for traffic without optimizing for conversions.

## Scaling Roadmap

### Week 1-2: Pre-Scale Restructure (stay at $20K)
- Split Category Search into 2 campaigns
- Switch Competitor Search to tCPA
- Launch Advantage+ Shopping at $100/day (funded by reducing Prospecting CBO to $300/day)
- Let new campaigns exit learning phase

### Week 3-4: Scale to $35K
- Increase Google to $18K/month: PMax +$100/day, YouTube Prospecting launch at $100/day, remaining across Search
- Increase Meta to $17K/month: Advantage+ to $250/day, Prospecting CBO to $350/day, Retargeting to $167/day

### Week 5-8: Scale to $50K
- Increase Google to $25K/month: distribute evenly across campaigns
- Increase Meta to $25K/month: Advantage+ to $400/day, Prospecting CBO to $200/day, Retargeting to $200/day, Testing to $150/day
- Final structure: 8 Google campaigns + 4 Meta campaigns = 12 total

## Expected Outcomes
- **At $50K**: 250-350 monthly conversions (up from 120-150 at $20K)
- **Blended CPA**: $145-200 (vs $130-170 currently — expect 10-15% CPA increase at higher scale due to broader audience reach)
- **Efficiency ratio**: 2.5x budget should yield 1.7-2.3x conversions (diminishing returns are normal at scale)

---

Example 4: Google PMax Cannibalization Review

User Request

"We're running PMax, Standard Shopping, and Brand Search simultaneously. Our Brand Search CPA has doubled in the last 60 days and Shopping impressions dropped 80%. Is PMax cannibalizing everything? Should we kill it or restructure?"

Analysis Steps

1. Pull impression share data — Compare Brand Search and Shopping impression share before and after PMax launch. 2. Analyze PMax search terms — Check Insights tab for branded queries appearing in PMax. 3. Compare CPA trends — Plot Brand Search CPA, Shopping CPA, and PMax CPA on the same timeline. 4. Model scenarios — What happens if you pause PMax, add brand negatives to PMax, or pause Shopping.

Sample Output

# PMax Cannibalization Review — [Brand] — 2026-03-11

## Executive Summary
- **Diagnosis**: PMax is cannibalizing both Brand Search and Standard Shopping. 65% of PMax conversions are from branded queries (Insights tab). Standard Shopping impression share dropped from 45% to 8% since PMax launch.
- **Root cause**: No brand negatives in PMax. PMax prioritizes easy wins (branded queries) to hit its Maximize Conversions target.
- **Recommended action**: Add brand term negatives to PMax + pause Standard Shopping. This is not optional — it's the only path to clean data.

## Structural Health Score: 45/100
- Conversion volume: 20/30 (all campaigns have volume, but it's the wrong volume)
- Budget allocation: 18/25 (budgets are adequate)
- Targeting efficiency: 2/25 (critical cannibalization across all 3 campaigns)
- Objective alignment: 5/20 (PMax is optimizing for branded conversions it's stealing from Brand Search)

## Cannibalization Evidence

### Impression Share Timeline
| Campaign | 90 Days Ago | 60 Days Ago | 30 Days Ago | Today |
|---|---|---|---|---|
| Brand Search IS | 92% | 78% | 61% | 55% |
| Standard Shopping IS | 45% | 28% | 12% | 8% |
| PMax (estimated) | 15% | 35% | 52% | 68% |

### CPA Trend
| Campaign | 90 Days Ago | Today | Change |
|---|---|---|---|
| Brand Search | $8 | $16 | +100% |
| Standard Shopping | $22 | $45 | +105% |
| PMax | $18 | $15 | -17% |
| Blended | $14 | $18 | +29% |

PMax CPA looks great in isolation — but it's artificially low because 65% of its conversions are branded queries that Brand Search was capturing at $8 CPA. PMax is claiming credit for conversions that would have happened anyway.

### PMax Search Terms Breakdown (from Insights)
- Branded queries: 65% of PMax conversions
- Category queries: 20% of PMax conversions
- Product queries: 10% of PMax conversions
- Discovery/Display: 5% of PMax conversions

## Consolidation Plan

### Immediate Actions (This Week)
1. **Add brand negatives to PMax** — Submit all brand terms, brand misspellings, and brand + product combinations as account-level negatives for PMax (requires Google rep or API access as of 2026).
2. **Pause Standard Shopping** — PMax has fully absorbed Shopping traffic. Standard Shopping at 8% impression share is a reporting artifact, not a real campaign.
3. **Monitor Brand Search** — After brand negatives are applied to PMax, Brand Search impression share should recover to 85-90% within 7-10 days.

### Expected Post-Fix Performance
| Campaign | Projected CPA | Projected Monthly Conv. |
|---|---|---|
| Brand Search | $9-10 (recovery from $16) | 150 (recovery from 90) |
| PMax (non-brand only) | $28-35 (true non-brand CPA) | 60-80 |
| Blended | $15-18 (improvement from $18) | 210-230 |

### Key Insight
PMax's "true" non-brand CPA is $28-35, not the $15 it's reporting. Once you strip out branded conversions, evaluate PMax on its non-brand performance only. If $28-35 CPA is acceptable for non-brand acquisition, keep PMax. If not, consider replacing with manual Shopping + Display Prospecting.

## Risks & Mitigations
| Risk | Mitigation |
|---|---|
| PMax performance drops after brand negatives | Expected — the $15 CPA was inflated by brand. True non-brand CPA of $28-35 is the real benchmark. |
| Brand Search doesn't recover impression share | Check that brand negatives are actually applied in PMax. Also check if competitors are now bidding on your brand. |
| Losing Shopping traffic after pausing Standard | PMax covers Shopping placements. If PMax Shopping performance is poor, launch a new Standard Shopping campaign without PMax running. |

---

Example 5: Meta Audience Overlap Diagnosis

User Request

"We have 10 prospecting campaigns on Meta, all optimizing for purchases. CPMs have been climbing for 3 months and CPAs are up 45%. I think we're bidding against ourselves. Can you diagnose the overlap and give me a consolidation plan?"

Analysis Steps

1. Map all audiences — List every prospecting campaign with its audience targeting. 2. Identify overlap pairs — Determine which audiences are functionally similar. 3. Quantify the damage — Calculate estimated CPM inflation from self-competition. 4. Design consolidated structure — Reduce to 1-2 prospecting campaigns.

Sample Output

# Meta Audience Overlap Diagnosis — [Brand] — 2026-03-11

## Executive Summary
- **Active prospecting campaigns**: 10, all Sales objective, ABO, optimizing for Purchase
- **Total prospecting budget**: $500/day ($15,000/month)
- **Average audience overlap**: 47% across all campaign pairs (range: 22-78%)
- **Estimated CPM inflation**: 25-35% above market rate due to self-competition
- **Recommended consolidation**: 10 campaigns → 2 campaigns (Advantage+ Shopping + 1 Broad Prospecting)
- **Projected savings**: $3,750-5,250/month in wasted CPM inflation

## Structural Health Score: 32/100
- Conversion volume: 8/30 (8 of 10 campaigns under 50 purchases/week)
- Budget allocation: 10/25 (budgets individually adequate but collectively fragmented)
- Targeting efficiency: 4/25 (critical overlap across all campaigns)
- Objective alignment: 10/20 (correct objective, wrong structure)

## Audience Overlap Matrix

| Campaign | Audience | Budget | Purch/Wk |
|---|---|---|---|
| Prospecting 1 | LAL 1% - Purchasers | $60/day | 22 |
| Prospecting 2 | LAL 2-3% - Purchasers | $55/day | 15 |
| Prospecting 3 | LAL 1% - ATC | $50/day | 12 |
| Prospecting 4 | LAL 1% - Email List | $50/day | 10 |
| Prospecting 5 | Interest: Fitness | $50/day | 8 |
| Prospecting 6 | Interest: Wellness | $45/day | 6 |
| Prospecting 7 | Interest: Yoga | $40/day | 5 |
| Prospecting 8 | Interest: Running | $40/day | 4 |
| Prospecting 9 | Broad (no targeting) | $60/day | 18 |
| Prospecting 10 | LAL 5% - Purchasers | $50/day | 3 |

### Critical Overlap Pairs
| Campaign A | Campaign B | Overlap % | Impact |
|---|---|---|---|
| LAL 1% Purchasers | LAL 2-3% Purchasers | 78% | These are nearly identical audiences. Campaign B is a slightly wider version of Campaign A. |
| LAL 1% Purchasers | LAL 1% ATC | 72% | Purchasers are a subset of ATC users. Seed audiences overlap heavily. |
| LAL 1% Purchasers | LAL 1% Email | 65% | Email list and purchaser list overlap significantly. |
| Interest: Fitness | Interest: Wellness | 58% | Broad interest overlap — Meta's interest graph connects these heavily. |
| Interest: Fitness | Interest: Running | 52% | Running is a subset of Fitness in Meta's taxonomy. |
| Interest: Wellness | Interest: Yoga | 48% | Similar overlap pattern. |
| LAL 1% Purchasers | Broad | 55% | Broad targeting includes your LAL audiences by definition. |
| LAL 5% Purchasers | Broad | 70% | 5% LAL is effectively Broad with a seed signal. Highly redundant. |

### The Math on Self-Competition
- 10 campaigns entering the same auctions means your bid competes against your own bid in ~47% of impressions
- Meta's auction deduplicates (only charges you once), but your effective CPM rises because you're signaling high demand for the same users
- Average CPM across campaigns: $18.50. Estimated market CPM without overlap: $12-14
- **$4-6.50 CPM premium = $3,750-5,250/month in waste** at current spend levels

## Consolidation Plan

### Target Structure: 2 Prospecting Campaigns

**Campaign 1: Advantage+ Shopping ($350/day)**
- Let Advantage+ handle all audience finding
- Feed it your best 8-12 creative assets
- Advantage+ will naturally find the audiences your LAL and interest campaigns were targeting — but without the overlap penalty
- Projected: 65-85 purchases/week (vs 103 combined currently, but at 30% lower CPA)

**Campaign 2: Broad Prospecting ($100/day)**
- 1 ad set, no targeting constraints (Advantage+ Audience with age/gender only)
- Purpose: creative testing and incremental reach beyond Advantage+
- 3-4 ads per ad set, rotate new creative weekly
- Projected: 15-25 purchases/week

**Retargeting stays as-is** — not part of this diagnosis.

### Migration Plan
- **Week 1**: Launch Advantage+ at $175/day (50% of target). Keep all 10 old campaigns at 50% budget.
- **Week 2**: If Advantage+ CPA is within 20% of old blended CPA, increase to $250/day. Pause 5 lowest-performing old campaigns.
- **Week 3**: Increase Advantage+ to $350/day. Pause remaining 5 old campaigns. Launch Broad Prospecting at $100/day.
- **Week 4**: Full new structure. Monitor for learning phase completion.

## Expected Outcomes
- **CPM reduction**: $18.50 → $12-14 (25-35% decrease from eliminating self-competition)
- **CPA improvement**: $55 → $38-42 (25-30% improvement from lower CPMs + better algorithmic learning)
- **Weekly purchases**: 80-110 (vs 103 currently) at significantly lower cost
- **Monthly savings**: $3,750-5,250 in reduced CPM waste
- **Management time**: 2 campaigns to monitor instead of 10

---

Example 6: Quarterly Health Check

User Request

"Run a quarterly health check on our paid media accounts. We're spending $45K/month across Google ($25K) and Meta ($20K). I want a structural health score, trend analysis vs last quarter, and any action items."

Analysis Steps

1. Score current structure — Apply the 100-point health score methodology across all four dimensions. 2. Compare to previous quarter — Identify improvements and regressions. 3. Flag new issues — Any structural problems that emerged since last review. 4. Prioritize action items — Rank by impact and urgency. 5. Set targets for next quarter — Define what "good" looks like in 90 days.

Sample Output

# Quarterly Health Check — [Brand] — Q1 2026

## Executive Summary
- **Total monthly spend**: $45,000 (Google: $25,000, Meta: $20,000)
- **Total campaigns**: 14 (Google: 8, Meta: 6)
- **Structural Health Score**: 71/100 (up from 58 last quarter)
- **Key improvement**: Google Search consolidation from 15 campaigns to 6 (+18 points)
- **Key regression**: Meta prospecting overlap crept back to 32% as new audiences were added (-4 points)
- **Action items**: 3 (1 urgent, 2 scheduled)

## Structural Health Score: 71/100

### Score Breakdown
| Dimension | This Quarter | Last Quarter | Change | Notes |
|---|---|---|---|---|
| Conversion Volume | 22/30 | 14/30 | +8 | Search consolidation pushed 4 campaigns above threshold |
| Budget Allocation | 20/25 | 16/25 | +4 | Eliminated shared budgets, all campaigns above minimums |
| Targeting Efficiency | 15/25 | 18/25 | -3 | New Meta prospecting audiences introduced 32% overlap |
| Objective Alignment | 14/20 | 10/20 | +4 | Migrated Competitor Search from MaxClicks to tCPA |
| **Total** | **71/100** | **58/100** | **+13** | |

### Trend Analysis
- **Q3 2025**: 42/100 (critical — 35+ campaigns, severe fragmentation)
- **Q4 2025**: 58/100 (improving — Google consolidation Phase 1 complete)
- **Q1 2026**: 71/100 (good — on track for 80+ by Q2 if Meta overlap is resolved)

## Google Ads Health (Score: 42/45)

### Campaign Inventory
| Campaign | Type | Daily Budget | Monthly Conv. | Status |
|---|---|---|---|---|
| Brand Search | Search | $120 | 145 | Healthy |
| Competitor Search | Search | $80 | 32 | Healthy (recently migrated to tCPA) |
| Category - Skincare | Search | $120 | 48 | Healthy |
| Category - Wellness | Search | $100 | 35 | Healthy |
| Generic - Problems | Search | $80 | 22 | Marginal (below 30 ideal for tCPA) |
| PMax | PMax | $250 | 85 | Healthy |
| Display Retargeting | Display | $50 | 18 | Healthy |
| YouTube Prospecting | YouTube | $80 | 12 | Marginal (but awareness goal, volume less critical) |

### Issues
1. **Generic Search volume** — 22 conversions/month is below tCPA ideal of 30. Not urgent — monitor for one more month. If still under 30, consider merging into Category - Skincare.
2. **YouTube Prospecting measurement** — 12 conversions/month is low, but YouTube's role is awareness/consideration. Validate with view-through conversion data and Search lift studies if available.

### No Action Required — Google structure is sound.

## Meta Ads Health (Score: 29/55)

### Campaign Inventory
| Campaign | Objective | Budget Type | Daily Budget | Weekly Conv. | Overlap % | Status |
|---|---|---|---|---|---|---|
| Advantage+ Shopping | Sales | CBO | $300 | 72 | N/A | Healthy |
| Prospecting - LAL | Sales | CBO | $150 | 28 | 32% (w/ Interest) | Overlap |
| Prospecting - Interest | Sales | CBO | $100 | 15 | 32% (w/ LAL) | Overlap, Under-Volume |
| Retargeting - Website | Sales | CBO | $80 | 22 | N/A | Healthy |
| Retargeting - Engaged | Sales | ABO | $30 | 8 | N/A | Under-Volume |
| Creative Testing | Sales | ABO | $40 | 6 | N/A | Testing (expected low volume) |

### Issues
1. **URGENT — Prospecting overlap returned** — LAL and Interest campaigns have 32% overlap. Interest campaign was added in February without checking overlap with existing LAL audience. Interest campaign has only 15 purchases/week (below 50 minimum).
   - **Action**: Merge Interest campaign into LAL campaign as a second ad set, OR pause Interest and increase LAL budget by $100/day.
   - **Timeline**: This week.

2. **Retargeting - Engaged under-volume** — 8 purchases/week from engaged users. This ad set has been under 10 for 3 consecutive months.
   - **Action**: Merge into Retargeting - Website campaign as a second ad set. Combined budget of $110/day with CBO.
   - **Timeline**: Next 2 weeks.

## Action Items (Priority Order)

| # | Action | Platform | Priority | Timeline | Expected Impact |
|---|---|---|---|---|---|
| 1 | Merge or pause Interest prospecting campaign | Meta | Urgent | This week | Eliminate 32% audience overlap, reduce CPM by 10-15% |
| 2 | Merge Retargeting - Engaged into Retargeting - Website | Meta | Scheduled | Next 2 weeks | Consolidate under-volume ad set, improve learning |
| 3 | Monitor Generic Search campaign volume | Google | Watch | End of Q2 | If still <30 conv/month, merge into Category |

## Q2 2026 Targets
- **Health Score target**: 80+/100
- **Conversion volume**: 26+/30 (all campaigns above minimum thresholds)
- **Budget allocation**: 22+/25 (maintain current)
- **Targeting efficiency**: 20+/25 (resolve Meta overlap, maintain Google clean)
- **Objective alignment**: 14+/20 (maintain current)

## Next Review: June 2026

---

Common Analysis Patterns

Pattern 1: "Inherited Account" Audit

I just took over [account/client] spending $[X]/month on [Google/Meta/both].
Here's a summary of the current structure:
[Paste campaign list with budgets and recent performance]

Audit the structure and give me:
1. Structural health score
2. Top 3 issues
3. Consolidation plan with migration roadmap

Pattern 2: "Should I Consolidate?" Assessment

I have [X] campaigns on [platform] spending $[X]/month total.
[X] campaigns have fewer than [X] conversions per [month/week].
Daily budgets range from $[X] to $[X].

Should I consolidate? If so, what's the target structure and migration plan?

Pattern 3: "Pre-Scale" Structure Check

I'm scaling from $[X]/month to $[X]/month on [platform].
Current structure: [list campaigns with budgets]

Is my structure ready for [X]x budget? What needs to change before I scale?

---

Pro Tips

1. Instead of: "How many campaigns should I have?" Ask: "Given $30K/month budget, 200 monthly conversions, and 3 product categories on Google + Meta, what's the right campaign structure?"

2. Instead of: "Should I use PMax?" Ask: "I'm running Brand Search ($100/day, 80 conv/month) and Standard Shopping ($150/day, 45 conv/month). Should I add PMax, and if so, what happens to Shopping?"

3. Instead of: "My CPAs are too high" Ask: "My tCPA campaigns are running at $45 CPA against a $30 target. 4 of 6 campaigns have <20 conversions/month. Is the structure causing this?"

4. Instead of: "Audit my account" Ask: "Audit my account structure against conversion volume minimums, budget fragmentation thresholds, and targeting overlap. Score it and give me a prioritized consolidation plan."

5. Instead of: "Should I use CBO or ABO?" Ask: "I have $200/day for Meta prospecting with 3 audiences averaging 15 purchases/week each. CBO or ABO, and should I consolidate into fewer ad sets?"

Account Structure Review — Reference Data

Quantitative thresholds and frameworks for evaluating paid media account structure on Google Ads and Meta Ads. All numbers reflect current platform behavior and algorithmic requirements.

---

Conversion Volume Thresholds

Google Ads — Campaign-Level Minimums by Bid Strategy

Learning phase details: Google campaigns need approximately 50 conversions within 30 days to fully exit learning. Campaigns with fewer than 30 conversions/month perpetually re-enter learning after any change — bid adjustments, creative refreshes, audience modifications, or budget changes all reset the clock. A campaign stuck in learning sees 20-40% higher CPAs than one that has exited.

Meta Ads — Ad Set-Level Minimums by Optimization Goal

Learning phase details: Meta ad sets need approximately 50 optimization events within 7 days to exit learning. Once in learning limited, the ad set may never recover — it's often better to kill it and launch fresh. Every edit to an ad set (budget >20% change, audience change, creative swap, optimization event change) resets the learning phase counter. Stacking 3-4 ads per ad set can help hit thresholds faster.

---

Budget Fragmentation Thresholds

Critical rule: If a campaign can't sustain its minimum daily budget for 30 consecutive days without being paused, lowered, or shared — your account is over-segmented. Consolidate or increase total budget.

---

Targeting Overlap Reference

Meta — Audience Overlap Thresholds

How to check: Meta Ads Manager > Tools > Audience Overlap. Select any two Custom Audiences and Meta shows the overlap percentage. Run this monthly for all active prospecting audiences.

Common high-overlap pairs:

• Lookalike 1% vs Lookalike 2-3% (typically 60-80% overlap)
• Interest: Fitness vs Interest: Running (typically 40-60% overlap)
• Lookalike 1% vs Broad/Advantage+ Audience (typically 50-70% overlap)

Google — Keyword/Campaign Overlap Scenarios

---

Minimum Viable Structures by Budget Level

Tier 1: $5K/month ($167/day)

Google (2-4 campaigns):

• Brand Search: $50/day (protect branded terms, typically lowest CPA)
• Category Search: $70/day (1-2 ad groups, 10-15 keywords, phrase + broad match)
• Display Retargeting: $30/day (website visitors 30d, cart abandoners 7d)
• Shopping OR PMax: $17/day (pick one — do NOT run both)

At this budget, PMax is marginal ($17/day is well below the $100 minimum). Standard Shopping with 1-2 product groups is more predictable. Skip Display Prospecting entirely.

Meta (2 campaigns):

• Prospecting CBO: $100/day (2 ad sets — Advantage+ Audience with interest signals, Lookalike 1-3%)
• Retargeting ABO: $67/day (2 ad sets — Website Visitors 180d, Engaged Users 30d)

Alternative: 1 Advantage+ Shopping campaign at $167/day if pixel has 1000+ purchase events and you're getting 50+ purchases/week. This consolidation is better for algorithmic learning but requires sufficient historical data.

Tier 2: $20K/month ($667/day)

Google (5-8 campaigns):

• Brand Search: $100/day
• Competitor Search: $100/day
• Category Search: $150/day (3-5 ad groups by product category)
• PMax: $200/day (3-5 asset groups by product line)
• Display Retargeting: $50/day
• Display Prospecting: $67/day (Custom Audiences or in-market)

Consolidated alternative: PMax ($400/day) + Brand Search ($100/day) + Display Retargeting ($167/day) = 3 campaigns. Better for algorithmic learning if PMax is performing.

Meta (3-4 campaigns):

• Prospecting CBO: $400/day (3-5 ad sets — Advantage+ Audience, Lookalike 1%, Lookalike 3-5%, Interest-based)
• Retargeting CBO: $150/day (3 ad sets — Website 7-30d, Cart Abandoners 7d, Video Viewers 30d)
• Creative Testing: $117/day (2 ad sets, testing new creative before scaling)

Alternative: Advantage+ Shopping ($500/day) + Retargeting CBO ($167/day) = 2 campaigns. Requires 50+ purchases/week.

Tier 3: $100K/month ($3,333/day)

Google (10-15 campaigns):

• Brand Search: $200/day
• Competitor Search: $200/day
• Category Search (3-5 campaigns by product line): $300/day each
• PMax: $800/day (5+ asset groups)
• Display Prospecting (demographics): $200/day
• Display Prospecting (interests/custom): $200/day
• Display Retargeting: $150/day
• YouTube Prospecting: $200/day
• YouTube Retargeting: $100/day
• Discovery/Demand Gen: $183/day

Budget allocation guideline: 40% PMax, 20% Search, 20% Display, 20% YouTube/Discovery.

Meta (6-10 campaigns):

• Advantage+ Shopping: $1,667/day
• Prospecting Lookalikes: $300/day
• Prospecting Interests: $200/day
• Prospecting Broad: $200/day
• Retargeting (Website): $200/day
• Retargeting (Engaged): $100/day
• Creative Testing: $300/day
• Offer/Promo Testing: $200/day
• New Market Testing: $166/day

Budget allocation guideline: 50% Advantage+, 20% Prospecting, 15% Retargeting, 15% Testing.

Tier 4: $500K/month ($16,667/day)

Google (15-25 campaigns):

• Brand Search: $2,000/day
• Category Search (by product line, geo, or margin tier): $4,000/day total across 5-8 campaigns
• PMax (by geo or product line): $8,000/day total across 2-3 campaigns
• YouTube (prospecting + retargeting): $2,000/day
• Display/Discovery: $667/day

At this level, separate campaigns by geo (US, CA, UK), product line, or margin tier. Device-level separation only if performance data shows >30% CPA difference between mobile and desktop. Dayparting campaigns only if 24/7 delivery shows clear dead zones.

Meta (10-20 campaigns):

• Advantage+ (by geo or product line): $10,000/day across 3-5 campaigns
• Prospecting (by demo or interest cluster): $2,500/day across 3-5 campaigns
• Retargeting (by funnel stage and recency): $1,667/day across 3-4 campaigns
• Creative/Offer Testing: $2,500/day across 3-5 campaigns

Budget allocation guideline: 60% Advantage+, 15% Prospecting, 10% Retargeting, 15% Testing.

Key principle: Structure complexity scales with budget and conversion volume. A $500K account with 50 campaigns is fine. A $5K account with 50 campaigns is a disaster.

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Consolidation Decision Framework

Step 1: Volume Audit

Pull the last 30 days of conversion data for every campaign and ad set.

1. For each Google campaign: count total conversions, compare to bid strategy minimums (see threshold table) 2. For each Meta ad set: count weekly conversions, compare to optimization goal minimums 3. Flag anything below minimum as Under-Volume 4. Calculate what percentage of campaigns are under-volume — if >50%, the account is structurally broken

Step 2: Budget Audit

For each campaign:

1. Calculate average daily spend (not budget — actual spend) 2. Compare to minimum daily budget thresholds 3. Flag campaigns below minimum as Under-Budget 4. Check impression share (Google) or estimated daily reach (Meta) — if budget-limited IS share is >40%, flag as Budget-Constrained 5. Check if campaigns exhaust budget before 3 PM local time — if yes, delivery is front-loaded and algorithm can't optimize across the full day

Step 3: Overlap Audit

Google: 1. Pull Search Terms Report for all Search campaigns (last 30 days) 2. Cross-reference search terms against keyword lists in all other campaigns 3. Flag any search term appearing in 2+ campaigns as cannibalization 4. Check PMax search terms (Insights tab) for branded query cannibalization 5. Quantify: what % of clicks are going to the "wrong" campaign?

Meta: 1. Run Audience Overlap tool for all active Custom Audiences 2. Document overlap % for every pair of prospecting audiences 3. Flag any pair with >25% overlap 4. Check if Advantage+ campaigns are overlapping with manual prospecting campaigns (they almost always are)

Step 4: Objective Mismatch Audit

For each campaign:

1. Check the campaign objective (Google: bid strategy; Meta: campaign objective + optimization event) 2. Cross-reference with conversion tracking setup 3. Flag mismatches:

• Google: Manual CPC or Maximize Clicks when conversion tracking is active
• Google: Target ROAS on a campaign with <50 conversions/month
• Meta: Traffic or Engagement objective when Purchase pixel is firing
• Meta: Lead objective on an ecommerce account (unless explicitly running lead gen)
• Mixed objectives: lead gen form fills and ecommerce purchases in the same campaign

Step 5: Consolidation Plan

For each flagged campaign, assign one action:

• Merge: Combine with a similar campaign (same intent, same goal, compatible targeting). Preserve the campaign with more historical data as the surviving campaign.
• Pause: Discontinue if redundant, zero conversions in 60+ days, or no clear goal.
• Restructure: Keep separate but change bid strategy, budget, targeting, or objective to fix the specific issue.
• Defer: Flag for review next quarter (seasonal campaigns, test campaigns with defined end dates).

Merge rules by platform:

• Google Search: Merge campaigns with similar keyword themes into one campaign with multiple ad groups. Target: 5-15 keywords per ad group.
• Google PMax: Consolidate multiple PMax campaigns into one unless ROAS targets differ by >20%.
• Meta Prospecting: Merge overlapping audiences into one Advantage+ Audience campaign with interest/demo signals.
• Meta Retargeting: Merge retargeting ad sets into one CBO campaign with separate ad sets by funnel stage.

Step 6: Migration Plan

Choose one of three approaches based on risk tolerance:

Option A: Campaign Experiments (Google only) 1. Create an experiment from the original campaign 2. Build the new consolidated structure in the experiment arm 3. Split traffic 50/50 for 14-30 days 4. Evaluate on primary KPI (CPA, ROAS) with statistical significance 5. Roll out the winner, archive the loser

Best for: High-spend campaigns where a 15-25% CPA swing has material business impact. Requires 100+ conversions in the test period for reliable results.

Option B: Gradual Migration (Google + Meta) 1. Launch new consolidated campaigns at 25% of total budget 2. Run for 7 days — compare CPA/ROAS to old campaigns 3. If within 15% of old performance: increase to 50%, decrease old to 50% 4. Run for 7 more days — compare again 5. If new campaigns match or outperform: shift 100%, pause old campaigns 6. Total migration time: 14-21 days

Best for: Mid-spend accounts where you need to maintain performance during transition. Most common approach.

Option C: Immediate Cutover 1. Launch new campaigns at full budget 2. Pause all old campaigns the same day 3. Accept 7-14 day learning phase with performance dip (expect 20-40% higher CPAs during learning)

Best for: Emergencies only — accounts that are actively wasting budget and every day of delay costs money. Or very low-spend accounts where the learning phase cost is negligible.

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Migration Best Practices

Historical Data Preservation

• Never delete old campaigns — pause them. Deleted campaigns lose all historical data permanently.
• Export campaign-level data (impressions, clicks, conversions, cost, CPA, ROAS) to a spreadsheet before pausing.
• Keep paused campaigns for 90 days minimum as reference, then archive (move to a "z_Archive" label/folder).
• Document the mapping: "Old Campaign X merged into New Campaign Y on [date]" for future auditors.
• Google conversion history carries forward if you use the same conversion actions. Meta pixel history persists regardless of campaign structure.

Learning Phase Expectations

• Google: 7-14 days for campaigns with sufficient volume. tCPA campaigns may see 30-50% CPA spikes in the first week. Do not make changes during learning — no bid adjustments, no budget changes, no keyword adds.
• Meta: 3-7 days per ad set with sufficient volume. During learning, delivery is unstable and costs are higher. Avoid making more than one edit per ad set per week.
• Both platforms: Performance typically normalizes by day 14-21. If still underperforming at day 30, the structure change may not be working — revert or iterate.

Documentation Requirements

• Audit findings: Document every flagged campaign with the specific issue, supporting data, and recommended action.
• Consolidation map: Show which old campaigns map to which new campaigns (merge diagram).
• Migration timeline: Week-by-week plan with budget allocation percentages.
• Success criteria: Define what "working" looks like before migrating (e.g., "New campaigns must match old CPA within 15% by day 21").
• Rollback plan: Document how to revert if the new structure underperforms (typically: reactivate paused campaigns at original budgets).

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Health Score Methodology

The Structural Health Score is a 100-point scale evaluating four dimensions of account architecture.

Conversion Volume (30 points)

Measures what percentage of campaigns/ad sets meet minimum conversion thresholds for their bid strategy or optimization goal.

Scoring formula: (campaigns meeting threshold / total campaigns) * 30, rounded to nearest integer. Weight campaigns by spend — a $500/day campaign below threshold is worse than a $20/day campaign below threshold.

Budget Allocation (25 points)

Measures whether campaigns have sufficient daily budgets for their objectives and whether budget distribution is rational.

Deduct 2 points per campaign below minimum. Deduct 3 points per shared budget portfolio. Deduct 1 point per campaign that exhausts budget before 3 PM.

Targeting Efficiency (25 points)

Measures audience/keyword overlap and whether campaigns are competing against each other.

Deduct 2 points per audience pair with >25% overlap. Deduct 3 points per keyword appearing in 2+ campaigns without negatives. Deduct 4 points if prospecting campaigns don't exclude converters/retargeting audiences. Deduct 3 points if PMax is active without brand negatives.

Objective Alignment (20 points)

Measures whether campaigns use the correct objectives, bid strategies, and optimization events for their goals.

Deduct 3 points per campaign using Traffic/Clicks objective when conversions are tracked. Deduct 4 points per campaign using tROAS or tCPA below volume minimums. Deduct 5 points for mixed lead gen + ecommerce in same campaign.

Score Interpretation

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Audit Output Template

Use this template for all account structure review deliverables.

# Account Structure Review — [Client Name] — [Date]

## Executive Summary
- **Total monthly spend**: $X
- **Total campaigns**: X (Google: X, Meta: X)
- **Campaigns flagged**: X (X% of total)
- **Primary issues**: [List top 3]
- **Recommended consolidation**: X campaigns → X campaigns
- **Expected impact**: [Estimated improvement in CPA, ROAS, or learning phase stability]

## Structural Health Score: X/100
- Conversion volume: X/30 (campaigns meeting minimum thresholds)
- Budget allocation: X/25 (campaigns with sufficient daily budgets)
- Targeting efficiency: X/25 (overlap score)
- Objective alignment: X/20 (campaigns using correct objectives for goals)

## Google Ads Findings

### Campaign Inventory
| Campaign Name | Type | Bid Strategy | Daily Budget | Monthly Conversions | Status | Flag |
|---|---|---|---|---|---|---|
| [Name] | Search/PMax/Display/Shopping | tCPA/tROAS/MaxConv | $X | X | Active/Paused | Under-Volume / Under-Budget / Overlap / OK |

### Issues Identified
1. **[Issue Category]** (Over-Segmentation / Budget Fragmentation / Keyword Overlap / Objective Mismatch)
   - **Finding**: [Specific data point — e.g., "22 of 28 Search campaigns have <20 conversions/month"]
   - **Impact**: [Why this matters — e.g., "Campaigns perpetually in learning phase, CPAs 35% above target"]
   - **Recommendation**: [What to do — e.g., "Merge 28 Search campaigns into 6 by intent theme"]

### Google Consolidation Plan
- **Merge**: [Campaign A] + [Campaign B] → [New Campaign Name] (rationale)
- **Pause**: [Campaign C] (reason: redundant with PMax / zero conversions 60d)
- **Restructure**: [Campaign D] (change: Maximize Clicks → tCPA, increase budget to $X/day)

## Meta Findings

### Campaign Inventory
| Campaign Name | Objective | Budget Type | Daily Budget | Weekly Conversions | Overlap % | Flag |
|---|---|---|---|---|---|---|
| [Name] | Sales/Leads/Traffic | CBO/ABO | $X | X | X% | Under-Volume / Overlap / OK |

### Issues Identified
1. **[Issue Category]**
   - **Finding**: [Specific data point]
   - **Impact**: [Why this matters]
   - **Recommendation**: [What to do]

### Meta Consolidation Plan
- **Merge**: [Ad Set A] + [Ad Set B] → [New Campaign Name] (CBO, $X/day)
- **Migrate to Advantage+**: [Campaign E] (conversion volume meets 50/week threshold)
- **Pause**: [Campaign F] (reason: 55% overlap with retargeting campaign)

## Migration Roadmap

### Phase 1 (Week 1-2): Immediate Actions
- **Launch**: [New Campaign X] at $X/day
- **Reduce**: [Old Campaign Y] from $X/day to $X/day
- **Pause**: [Campaign Z] (no conversions in 60 days)

### Phase 2 (Week 3-4): Performance Validation
- **Monitor**: [New campaigns] for learning phase completion
- **Compare**: New vs old campaign CPA/ROAS at 50% budget split
- **Decision**: Roll out 100% if new campaigns within 15% of old CPA, or revert

### Phase 3 (Week 5-6): Full Migration
- **Shift**: 100% budget to new structure
- **Pause**: All old campaigns (do NOT delete)
- **Archive**: Export historical data, document campaign mapping

## Expected Outcomes
- **Learning phase stability**: X campaigns will exit learning phase within 14 days with consolidated volume
- **Budget efficiency**: X campaigns will sustain full-day delivery instead of exhausting budget by early afternoon
- **Reporting clarity**: [Describe benefit — e.g., "8 campaigns vs 40 makes weekly reporting actionable"]
- **Algorithmic performance**: Expect CPA to improve X-X% within 30 days as algorithms receive stronger signal

## Risks & Mitigations
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Performance dip during learning phase | High | Medium | Gradual migration — keep 50% budget in proven campaigns during 14-day transition |
| Loss of granular audience insights | Medium | Low | Use UTM parameters, labels (Google), or breakdown dimensions (Meta) to maintain visibility |
| Advantage+ underperforms manual campaigns | Low | High | Keep manual prospecting campaign at 20% budget as hedge for 30 days |

## Next Steps
1. [Action 1 — e.g., "Export last 90 days of campaign data for archive"]
2. [Action 2 — e.g., "Build new consolidated campaign shells in draft mode"]
3. [Action 3 — e.g., "Schedule migration start for Monday, monitor daily through Week 2"]