Most brands think the funnel lives in their campaign structure.

TOFU campaign. MOFU retargeting. BOFU conversion. Three campaigns, six ad sets, 40 creatives split across awareness stages.

That's the wrong model.

The funnel lives in the creative.

Here's what I mean.

One of our clients runs a condensed account. Two campaigns, broad targeting. No retargeting stacks. No layered audience segments.

But they run sale ads and evergreen ads simultaneously.

The evergreen ad builds context and scales. The sale ad creates urgency and converts. No complex architecture needed. The creative is doing the funnel's job.

The customer who sees the evergreen gets curious. The customer who sees the sale ad buys. The ads themselves move people through stages.

This is why brands with 15 campaigns are losing to brands with 3.

More campaigns doesn't mean more control. It means more noise.

Let the creative be the strategy. Build ads with clear roles. Consolidate the structure.

If you want to rethink your account around this model, reply to this.

Kamal