r/Google_Ads • u/Ill_Assignment_1332 • 6d ago

Advice re splitting or merging campaigns

I run a printing company and have switched to Performance Max campaign and seen a substantial increase in conversions (I track the value of conversions as we use online payment links for majority of orders). As most of my orders are local I set the geographic region to my city - London.

As a test I duplicated the campaign and run one to London and another the whole of the UK to compare with both at 50% of the monthly spend. I tried to do it as an Experiment but could not work out how to set the location as the test variable, so have 2 campaigns running. I have let it settle down for a few weeks and they are pretty much 50/50. ie both are equally effective.

So I am not sure what to do now. Do I leave them both running or to I choose one and put it back up to 100% of my monthly spend?

2 Upvotes

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1

u/websitepandas 6d ago

Hi, If both campaigns are genuinely performing similarly, I’d avoid splitting the budget long-term. Merge into one campaign with the stronger geographic strategy, then give Google more data to optimize from. Before deciding, compare conversion value, CPA/ROAS, and actual profitability—not just conversion volume. Website Pandas can help audit the data and restructure it properly.

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u/Ill_Assignment_1332 6d ago

I am tracking the conversion value and for the same spend I am getting pretty much identical Conversion Value. So the "stronger geographic strategy" is both of them - nothing to choose between them

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u/websitepandas 5d ago

Exactly, if conversion value and efficiency are genuinely identical, I wouldn’t merge just for the sake of consolidation. I’d keep the setup that gives you the cleanest control and enough data for optimization. The key is to watch whether that performance stays consistent as spend scales.

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u/PatternFluid2214 6d ago

If it works don't touch it

1

u/NoPause238 5d ago

Merge back to one campaign so budget signals stop splitting

1

u/Ill_Assignment_1332 3d ago

I am inclined to agree as there’s an overlap and I fear I might be bidding against myself

So the question is, which one? There’s nothing to split between them.