Curtis Howland

Use Meta geo bid modifiers before splitting a consolidated international campaign

Curtis Howland has shared a practical tactic for managing multi-geography Meta campaigns in which one region underspends despite maintaining a good ROAS. Rather than splitting the underspending geo into its own campaign, which fragments the data and discards accumulated learnings, he applies a positive location-level bid modifier (value rule) to that geo, starting at around +20% and pushing to +50% if needed.