The Secret to Smarter Ad Performance: Campaign Structure

Last week, our team did a deep dive into recent test results—sharing wins, misses, and insights from across our client campaigns. While we’re keeping some of our competitive-edge strategies under wraps, one recurring theme stood out: structure matters more than you think.

Instead of focusing solely on creative elements like messaging, themes, or landing pages, we’ve seen massive performance gains simply by refining campaign structures and bid strategies. Optimizing how ad platforms process data can unlock significantly better results—and effective campaign structure is the foundation for maximizing AI-driven optimization, providing the base upon which all other improvements are built.

But what does restructuring campaign setup actually mean? We manage a wide variety of campaign types and across all auction-based media, so the testing varies wildly and is tailored to each client's business. For the sake of clarity, here are a few examples of structural changes that may have the potential to drive stronger performance:

• Consolidating sparse data: AI thrives on data volume, so if campaigns are struggling due to limited conversions, consider merging them into a broader initiative.

• Reevaluating segmentation: Instead of defaulting to common structures—such as organizing by geography—look at patterns in performance data. Are there other characteristics, like purchase behavior or customer lifecycle stage, that could form a more effective campaign framework?

• Adjusting bidding structures: Sometimes, restructuring isn't just about audiences but also how budgets and bids are allocated across campaigns. Testing different bid strategies or consolidating budget allocation under a more centralized approach can improve efficiency and maximize AI-driven optimization.

The Impact of Better Structure

Across different industries, networks, and campaign models, restructuring efforts have led to impressive results:

• Improved efficiency – Higher return on ad spend (ROAS) with lower costs

• Double the lead volume – More leads, same budget

• 8-10% increase in key volume metrics – Driving scalable improvements

• 24% revenue growth – Direct impact on the bottom line

Beyond Campaign Structure: What We’re Testing Next

Restructuring is just the beginning. Some of the most exciting experiments we’re running include:

• Unlocking Smart Bidding for Low-Volume Campaigns – Creative ways to hit the data thresholds required for AI-driven bidding without overspending.

• Balancing High-Funnel Outreach & Remarketing – Finding the right mix for engagement and conversion.

• Making Reddit Ads Work – The platform promises high-intent users, but our recent tests didn’t show it.  We’re refining our approach to see if we can unlock its true potential.

The takeaway? Shifting focus from what you're running to how you're running it might be more impactful. The right foundation can make all the difference in maximizing AI-powered ad performance.