Account Structure (Global)

Good structure means data you can read, optimizations you can trust, and scaling that does not fall apart. Run this after 53-tracking-setup-global verifies green, and after 51-audience-research-global and 54-media-plan-global exist.

Information gathering

Read the media plan and audience profile if they exist. If information is missing, ask up to 4 questions:

1. Which platforms and objective? Meta / Google / TikTok / LinkedIn — lead gen / conversion / traffic / awareness?
2. How many products or offers are running? Each primary offer generally deserves its own campaign.
3. Total monthly budget and target CPA? This determines how many ad sets the account can actually feed.
4. Which stage are you in? Testing / scaling / maintaining?

Principles