Account Structure Principles
How we organize campaigns across all client accounts and Adfinity's own
Last updated: March 2026
Core Principles
| Principle | Standard | Why |
|---|---|---|
| 1 client = 1 account | Each client has their own ad account per platform. Adfinity manages via MCC (Google), Business Manager (Meta), Business Center (TikTok). Shared accounts as last resort. | Clean billing, client data ownership, no cross-contamination of algorithms. |
| 1 objective = 1 campaign | Each objective gets its own campaign per platform, per language, per country. | Clean budget control, clear reporting, easy to pause/scale. |
| Consolidate | Prefer fewer, broader campaigns with well-structured ad groups. Give algorithms enough data. | Platforms need ~15–50 conversions/week to optimize. |
| Separate by language | English and Thai campaigns are always separate. Never mix. | Different keywords, copy, behavior. Quality Score suffers if mixed. |
| Separate by country | Thailand, Singapore, etc. are always separate — even if same language. | Different CPCs, competitors, budgets. Clean geo-reporting. |
| Never mix channels | Google: Never combine Search + Display. Meta/TikTok: Separate awareness from conversion. | Different optimization signals. Mixing produces misleading metrics. |
| Funnel alignment | Label by stage: TOF (awareness), MOF (consideration), BOF (conversion), RET (retargeting). | Budget allocation by funnel visible at a glance. |