Campaign Restructuring & A/B Testing Roadmaps

⭐ Description

Redesigned campaign architectures across multiple SMB accounts by introducing modular structures, consistent optimization events, and strategic A/B testing frameworks. Developed repeatable testing cadences for creatives, audiences, placements, and funnel events—helping advertisers understand what truly drives performance.

⭐ Strategic Impact

Many advertisers were hesitant to test new setups—often sticking to outdated structures or repeatedly tweaking campaigns before learning phases completed. To shift this mindset, I built A/B testing pilots that demonstrated the impact of controlled experimentation.

I guided advertisers through variable testing (audience vs. creative vs. placement), connected them directly with Meta’s Creative and Technical teams when deeper support was needed, and helped them understand the science behind learning phases, signal quality, and event optimization.

These structured roadmaps stabilized delivery, reduced audience overlap, and improved measurement accuracy. As testing confidence increased, advertisers adopted cleaner architectures, enabling more scalable budgets, stronger signals, and consistently higher-performing campaigns.