When I take over an ad account, the first thing I do is count the campaigns. The record so far is 46. The algorithm cannot learn when your budget is split into 46 little pieces — so I merge everything into three.
1. Prospecting (60% of budget)
One Advantage+ Shopping or broad campaign with six to ten creatives. This is where new customers come from, and where creative testing happens.
2. Retargeting (25%)
People who viewed a product or added to cart in the last seven days. Short window, strong offer, social proof.
3. Retention (15%)
Existing customers: bundles, refills and early access. Often the highest ROAS in the account.
Fewer campaigns, more creatives. That is the whole trick.
Start here, then add complexity only when the data asks for it.
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