Meta Ads · Status at source date: Newsletter archive
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.
What changed
Meta tends to concentrate spend where bids are cheapest, even when ROAS is stronger elsewhere; the modifier signals a willingness to pay more for conversions in the underspending region and usually lifts its spend share within three to five days.
Once the spend share rises and ROAS holds, the modifier is walked back down in roughly 10% increments. His rule of thumb: if 14 days at +50% changes nothing, the tactic has failed for that account, and the geo should be broken out into its own ad set or campaign. The advantage of the modifier route is that it retains all the learnings the consolidated campaign has accumulated.
Why it matters for advertisers
For you, this means international advertisers can rebalance delivery across regions without incurring the cost of resetting the learning phase that a campaign split would entail. Worth testing on a consolidated geo campaign where a high-ROAS region is being starved of spend, and treating the 14-day check as the decision point for whether to split.
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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. Meta tends to concentrate spend where bids are cheapest, even when ROAS is stronger elsewhere; the modifier signals a willingness to pay more for conversions in the underspending region and usually lifts its spend share within three to five days.
Once the spend share rises and ROAS holds, the modifier is walked back down in roughly 10% increments. His rule of thumb: if 14 days at +50% changes nothing, the tactic has failed for that account, and the geo should be broken out into its own ad set or campaign. The advantage of the modifier route is that it retains all the learnings the consolidated campaign has accumulated.
For you, this means international advertisers can rebalance delivery across regions without incurring the cost of resetting the learning phase that a campaign split would entail. Worth testing on a consolidated geo campaign where a high-ROAS region is being starved of spend, and treating the 14-day check as the decision point for whether to split.
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