Campaign Management
Rebuilding an account that had 46 ad sets
Consolidation, not optimisation. The structure was the problem.
- Client
- Cadence Fitness
- Year
- 2026
- Role
- Media buying, account structure
- Stack
- Meta Ads, Google Ads
- 4 Ad sets, down from 46
- -34% Cost per lead
- 1/wk Change window
01 The brief
Spend was up, results were flat, and the previous agency’s answer was always another ad set.
02 The brainstorm
Forty-six ad sets on a modest budget means no ad set ever leaves the learning phase. The account was not badly optimised, it was badly shaped.
The hard part was arguing for less: fewer audiences, broader targeting, more budget per set. It feels like giving up control, and for the first eight days the numbers look worse, which is why most people revert on day three.
We agreed the read date in advance and wrote it down. That single agreement is why the restructure survived long enough to work.
03 The build
Collapsed to four ad sets, moved budget to the campaign level, and set one weekly change window so the algorithm was not reset every afternoon.
04 The result
Cost per lead settled about a third lower on the same monthly budget, and the account became legible enough for the client to read themselves.
