As Always…It Depends

When a new shiny marketing growth tactic crosses your feed, whether from a trusted industry voice or a new person popping up in your feed, remember this fundamental truth:

The answer to "Will this work for my account?" is always... it depends.

Every Google and Meta Ads account exists in its own ecosystem with unique audiences, competitive landscapes, and performance histories. Blindly implementing someone else's successful playbook and expecting identical results often leads to disappointment.

As PPC legend Miles McNair wisely puts it: "Anything can work, and anything can not work. And nothing works all the time."

Case in point: consolidation

In my own experience, I tried consolidation but quickly discovered that supply and demand varied significantly across different geographic markets. Each metro area had different market dynamics that led to 20% of the markets eating 80% of the budget. Separating campaigns by geo was actually the better approach for my specific situation.

This illustrates why the "it depends" philosophy is so crucial in performance marketing. Consolidation isn't inherently good or bad—it's entirely contextual to your specific account history, goals, audience behavior, and market dynamics.