The Challenge
Homefire's Meta Ads account had been built with precision. Campaigns segmented by audience, interest, and funnel stage, each tightly managed. On paper, it looked structured but in practice, it was fragmenting the data Meta needed to deliver efficiently.
Rising CPAs and declining conversion rates were the symptoms. The root cause was straightforward: too many campaigns, too little signal density. Meta's algorithm was being starved and the opportunity was clear.
Consolidation, done properly, could unlock faster learning, more efficient delivery, and a structure built for how the platform actually works today.
The Approach
Rather than patching the existing account, we rebuilt it from the ground up into a consolidated, Andromeda-aligned framework. But the structural changes came second. Before touching a single campaign, we invested time in understanding Homefire's customers properly.
We mapped out detailed personas for each key audience segment, digging into emotional drivers, rational purchase triggers, category-specific pain points, and the trust barriers that prevent conversion. That work produced a Creative Intelligence Report: a practical framework defining the right visual direction, tone of voice, messaging style, and format strategy for each persona.
The account restructure followed, built around five key changes:
- Consolidated multiple audience-based campaigns into fewer campaigns per objective, giving Meta the data density it needs to optimise effectively.
- Moved to broad targeting using Meta Advantage+ defaults, layered with detailed targeting signals and first-party data.
- Restructured ad sets around defined customer personas, maintaining relevance without fragmenting delivery.
- Centralised creative testing within campaigns, rather than splitting it thinly across multiple ad sets.
- Expanded creative variety across statics, Reels, DPAs, Collections, and influencer UGC, giving the algorithm genuine variation to work with.
The Results
The results were immediate. Within the first week of the restructured account going live, Homefire saw meaningful CPA improvements that validated the approach.
Meta's algorithm, now fed with richer data signals and a broader creative pool, was able to find and convert the right audiences far more effectively than before. Consolidation had removed the friction. Performance followed.
The Takeaway
The broader lesson here extends well beyond Homefire. Meta performance is increasingly driven by consolidation and creative diversity, not by granular segmentation. Over-segmentation reduces data flow, slows learning, and limits what the platform can do for you. Consolidation, done well, does the opposite. Creative is now the primary lever. As campaign structure becomes less of a differentiator, the brands that win are those with a clear, persona-led creative strategy that gives the algorithm something meaningful to optimise against.
This project reflects a deliberate shift in how we work. Rather than jumping straight into the ad account, we invest time upfront in understanding the customer properly: mapping motivations, content preferences, and purchase behaviour before making a single strategic decision. That evidence-based foundation is what separates effective media buying from guesswork.
Stop guessing. Start growing.
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