Is simplicity the way to go? Scaling Google Ads and Meta campaigns the ‘less is more’ way”

In the ever-evolving landscape of online advertising, performance marketers are constantly seeking ways to optimise their campaigns for better results. One strategy that’s gaining traction is the concept of “less is more” when it comes to scaling Google Ads and Meta campaigns. In this blog post, we will delve into why having fewer campaigns with more data may yield superior outcomes for both AI algorithms and advertisers, focusing on both Google Ads and Meta Ads.


Google Ads

When it comes to Google Ads, the principle of “less is more” revolves around consolidating similar campaigns and ad groups to provide the AI with a more comprehensive dataset. Here’s why this strategy can be highly effective:

Google’s algorithms thrive on understanding user behaviour and identifying patterns. With consolidated campaigns and ad groups, the AI can better identify what works and what doesn’t across a wider range of keywords and ad variations. Combining these allows the AI to access a larger pool of information, leading to more accurate insights and optimisations.

Ideally, we’re looking to have fewer campaigns and fewer ad groups, with more keywords in each ad group. This goes against what used to be the standard which was SKAGs (single keyword ad groups).

This approach is also more commonly known as the “Hagakure Method”.

“The Hagakure Method suggests simplifying the structure of the account to maximise the amount of data at the campaign level. In this way, each campaign consists of large groups of ads capable of collecting enough data to feed Google Ads’ machine learning algorithm. “ –


Fewer campaigns and ad groups can also mean less time spent on management and optimisation. Marketers can focus on crafting high-quality ad content and refining targeting strategies rather than juggling numerous campaigns.

While fewer campaigns streamline management, consistent monitoring and analysis remain integral. With a consolidated approach, it’s easier to track data trends and identify areas for improvement. This data-driven approach allows for swift optimisations and adjustments, ensuring your campaigns stay aligned with your goals.

The “less is more” philosophy doesn’t exclude the need for rigorous testing and iteration. Even within a consolidated campaign structure, A/B testing remains a valuable tool for performance optimisation. Experiment with various ad copy and calls-to-action within your ad groups. This iterative approach helps identify winning strategies and refine your messaging over time, contributing to more impactful and effective ad campaigns.


Meta Ads

According to a new best practice (Meta_Ad_Practices.pdf) release by Meta, applying the “less is more” principle to Meta campaigns can similarly yield substantial benefits.

Meta’s AI algorithms are designed to analyse user behaviour across the platform. From Meta’s point of view, by consolidating campaigns and ad sets, you provide the algorithms with a broader range of user interactions, enabling better understanding and targeting. Meta recommends that your ad sets receive over 50 events a week to allow the AI to optimise at its best. This can be difficult if you have all your audiences split out into different campaigns and ad groups.

Meta’s algorithms, similar to Google’s, excel at recognising patterns. When campaigns are streamlined, these patterns become more apparent, allowing the algorithms to optimise ad delivery and audience targeting more effectively.

One main advantage of having fewer campaigns is that you’ll also be able to invest more time in refining ad creatives. This should then result in higher-quality content that resonates with your audience, potentially leading to increased conversions and lower CPA’s.

Meta Ad Practices 2023


Is Less Really More With Meta Campaigns?

To a certain extent, the concept makes sense, although the decision of whether to consolidate all audiences into a single campaign and ad set is still a topic open for discussion. This approach could complicate reporting and budget allocation, and distinguishing between acquiring new customers and re-engaging existing ones might become challenging.

The introduction of Advantage + campaigns has provided some insight into what this might look like with these campaigns combining both prospecting and retargeting audiences. While Advantage + campaigns allow us to discern between existing and new customers, this separation might not be as clear in a standard conversion campaign.

It’s also essential for performance marketers to keep a close eye on how machine learning preferences impact ad performance and budget allocation. As Meta’s algorithms work, they may start favouring specific ad creatives in your account. While this can lead to improved results for those favoured ads, it’s crucial to maintain a balanced approach. Ensure that your campaign strategy doesn’t overly rely on a single ad or creative. Regularly review ad performance data to identify any biases and make necessary adjustments to maintain a fair distribution of budget and attention across all your creatives.

One main advantage of having fewer campaigns is that you’ll also be able to invest more time in refining ad creatives. This should then result in higher-quality content that resonates with your audience, potentially leading to increased conversions and lower CPA’s.



In the world of performance marketing, it’s easy to fall into the trap of thinking that more campaigns equate to more opportunities. However, the “less is more” approach challenges this notion by emphasising the value of data concentration, algorithmic efficiency and improved ad quality. Whether you’re navigating Google Ads or the Meta platform, remember that a leaner campaign structure can lead to greater success. We recommend that everyone do their own testing, as performance marketing is often not a one-size-fits-all!


We’re interested to hear your take on the “less is more” strategy. Make sure to reach out to the team on or LinkedIn