The playbook for collapsing 20 ad sets into a lean structure without losing winners.
— Step 1: rank ad sets by 30-day spend and CPA. Anything under 50 conversions/month can't optimize — flag it.
— Step 2: kill ad sets above 1.5x target CPA with statistical spend behind them.
— Step 3: merge overlapping audiences — duplicate targeting cannibalizes your own auction bids.
— Step 4: aim for 3-5 ad sets carrying real volume, not 20 starving ones.
Structure-vs-performance basis, 40 accounts: lean accounts (3-5 ad sets) hit target CPA 68% of weeks / sprawling (15+) 44%. Audience overlap above 30% raises CPM ~10%.
Read: fragmentation is the quiet CPA tax. Fewer, fatter ad sets feed the algorithm; many thin ones bid against you.
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Consolidating a bloated account: the cut sequence
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