I was talking to a friend recently, and he told me something wild:

He has around 2,500 Meta campaigns running right now.

The oldest one is 7 day old.

As an Fractional Head of Marketing Analytics, I see this pattern often:

A geo campaign runs US / CA / UK together.
US gets most of the spend.
CA and UK barely spend, but ROAS looks good.

The typical tactic is:

“Just split them into separate campaigns.”

Sometimes that makes sense. But if you do it every time, you fragment the data and lose campaign learning.

A better first step:

Use location-level value rules.

If CA or UK is under-spending, add a positive modifier:

  • start with +20%
  • move toward +50% if needed
  • track CPA, ROAS, and spend share by geo
  • if spend improves and ROAS holds, walk it back down slowly

What you’re really doing: you’re telling Meta that conversions in this geo are worth bidding more for.

Because Meta often pushes spend where it’s cheapest, even if another geo has better quality.

My rule: if nothing changes after 14 days at +50%, then split it out.

But don’t make a new campaign your first move every time spend distribution looks uneven.

That’s how you end up with 2,500 campaigns and no idea what’s working.

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