Consolidating Our Ad Account To 1 CBO ($575K/Mo in Spend)
I recently made the move to consolidate our ad account to 1 single CBO rather than siloed testing and scaling campaigns.
About 10 days ago, I made the decision to consolidate our ad account down into one single CBO campaign with 6-7 ad sets of 20-30 ads each. Here I am going to breakdown our previous account structure, the problems I had with it, our new account structure and how I now organize things.
For context, we are now spending just under $600,000 per month on Meta and it will all be through this single CBO campaign now.
Previous Ad Account Structure
If you have read any of my previous posts on here, then you will know that I used to be a big proponent of running a separate ABO testing campaign and a separate scaling campaign. I had run that structure for maybe 2 years until now. It was working well and honestly never stopped working - performance was not the #1 reason why I changed into the new account structure.
In our ABO testing campaign, I would test each new creative concept in it’s own ad set as well as scale up “mega” ad sets that had 20-40 ads in them. It worked fine and it allowed us to very rapidly find new creative winners.