SSubida Skills

Esc to close · results from all notes, skills and people

Marketing›Meta ads

Consolidate into an "Andromeda portfolio" or keep the old-school setup?

Smart Marketer's rule for choosing between the consolidated Andromeda setup (reset when things are going badly) and the granular "Forrest Gump sprint" (when you have momentum), with the CleanEase case — 8 campaigns to 2, CPM −20%, CPA −35%.

Updated 2026-10-24·1 source·meta-adsaccount-structureandromedacase-studyconsolidation

Consolidate or sprint?

TL;DR

  • Don’t ask “which method is right” — ask where your account is (Molly Pittman, Jan 2026).1
  • Momentum (clear winners converting ~2× better than the rest) → “Forrest Gump sprint”: granular, duplicate winners, test bid strategies, scale hard.2
  • Declining or stuck → “Andromeda portfolio”: consolidate, load your greatest hits — including old fatigued winners — plus new tests, and let Meta allocate. Least risky when you have little to lose.3
  • Consolidation needs ≥7 days (and a week’s budget) before judging; it often looks awful for the first days.45
  • Roughly half of Smart Marketer’s 30+ accounts run Meta’s recommended consolidated structure; the rest still run the older style.6

Details

CleanEase case (cleaning products, family brand). Mid-August 2025: CPMs, CPCs up; CPA unprofitable; couldn’t scale; 8 separate campaigns. Fix: 8 → 2 campaigns (one per offer), loaded every ad that had worked in the past year including long-dead winners, let AI choose. Result: CPM −20%, CPA −35%. Before, 1–2 ads took ~90% of budget and fatigued quickly; after, spend spread across ~15 ads, finding winners among both revived and brand-new creatives.78 (They also report AI-generated statics from Smart Marketer’s tool getting 2× the ROAS of historical winners — the agency’s own product.)9

Sprint case. See Scaling a Meta ad from signal to winner: $5K → $35K/day in 10 days by isolating bid strategies and duplicating.10

It flips over time. An account doing well on the old approach may hit a rut and need consolidation; one that’s run consolidated for a year may need to go back. Smart Marketer’s own lead-gen/info business still does best with the old-school approach; a membership client Molly expected to fail on consolidation saw member CPA drop ~30%.1112

Watch-out. Consolidated setups can flatter ROAS by retargeting warm users — exclude existing customers and track the share of new customers.13

Disagreements / caveats

  • One agency’s case studies; no control group. Dara Denney (Dec 2025) would argue structure matters little either way and creative is the lever — consistent with the CleanEase fix being mostly “give Meta more diverse proven creative”.
  • “7 days” is tied to Molly’s claim that Meta’s AI learnings refresh weekly — a practitioner explanation.

See also

Footnotes

  1. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 45:07 — Molly Pittman ↩

  2. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 45:07 — Molly Pittman ↩

  3. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 46:45 — Molly Pittman ↩

  4. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 24:38 — Molly Pittman ↩

  5. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 26:13 — Molly Pittman ↩

  6. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 02:41 — Molly Pittman ↩

  7. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 54:03 — Molly Pittman ↩

  8. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 54:49 — Molly Pittman ↩

  9. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 52:58 — Molly Pittman ↩

  10. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 48:56 — Molly Pittman ↩

  11. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 58:00 — Molly Pittman ↩

  12. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 1:03:56 — Molly Pittman ↩

  13. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 27:58 — Molly Pittman ↩