When does campaign consolidation make sense?

Some thoughts on my most hated marketing buzzword "campaign consolidation." First, it is important to remember that there is no such thing as the perfect campaign structure. Second, you have to decide how much control you’d like to hand over to the Google AI before you decide on your account architecture: consolidation thrives on more data but granularity provides more user control. If you're new to Google and Meta Ads, start by segmenting your campaigns to gain a better understanding of how targeting, bidding, and ad optimizations work. Use Google Ads experiments to test different approaches within your existing campaign structure. Only after that would I think about consolidating campaigns, and only if I need:

• simplified management

• smart bidding leverage

• reduced ad fatigue

• power of consolidated data

As with any strategic option, you have to understand the "why" behind it before you choose to run with it. Consolidating because someone said so is not a reason to consolidate.