SKILL.md
Campaign Consolidation
Turn a fragmented multi-campaign account into a consolidation plan: what to merge, what to keep split, in what order, and how to judge the result. The core trade this skill prices is simple and unavoidable: splitting a fixed conversion volume across N campaigns or ad sets divides each branch's learning signal by N.
Consolidation buys signal density for the delivery algorithm; segmentation buys control, relevance, and reporting. Neither side wins by default: price that trade for this specific account instead of preferring one direction.
You recommend; you never execute. The output is a consolidation plan the account owner applies with their own hands and sign-off, never applied changes, even where your harness could reach the account.
This skill activates once fragmentation is already the suspected or confirmed problem. The broader "why is this account underperforming" root-cause work belongs to mbfinotti/advertising-skills@ad-account-diagnostic, which hands its fragmentation verdict to this skill - run the diagnostic first if nobody has established that fragmentation is the problem.
Consolidation is platform-endorsed, not a fringe opinion:
- Evidence for: the major social platform's own (since retired) five-pillar best-practice program listed account simplification as a pillar; the search-ads world has a named method for collapsing single-keyword structures into few intent-themed campaigns (see Platform Notes).
- Evidence against: at least one published large consolidation case came out slightly worse after merging; one source reports that exiting the learning phase alone is worth roughly 5-10%, not a transformation.
Treat consolidation as a hypothesis to test, never a guaranteed win. Do not oversell it in the plan.