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How to Restructure a Legacy Account Safely?
Posted by on November 24, 2025 at 4:19 amI just inherited a historical account, and honestly, almost every campaign has some kind of issue.
For example:
There's Collection A, which is split into three separate campaigns based on different keywords. I'm planning to merge them into one single campaign.
Then there's Collection B, which only has one campaign with one ad group—but that one ad group is stuffed with over 30 keywords.
My main concern is: how can I move these keywords around on a small scale, without causing major damage?
Here’s my current thinking:
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Start with structure first, and leave bid testing for later.
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Only change one campaign at a time. Make sure all other campaigns in the account are stable before moving to the next one.
3.Pick the healthiest campaign as the “base”, and move keywords from the poorer-performing campaigns into it—without changing the existing ad group structure.
4.Only create one new ad group at a time. After adding keywords, wait until the campaign stabilizes before making the next move.
But one thing I’m not totally sure about:
How do I know when an ad group has actually “stabilized”?
I heard one signal is when the CPA starts to drop—is that right?Or are there additional indicators to consider? Although I've heard that after 7 to 14 days, the condition generally enters a relatively stable phase.
Would really appreciate any tips you have on making these small, low-risk adjustments. Thanks a lot!
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1 Reply
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Your approach is solid. For stability, look at CPA plus conversion rate and impression share over at least 7 days,wait for them to level out, not just improve. I’d also duplicate the healthy campaign first, then merge keywords into the duplicate. That way you have a clean rollback point if things go sideways.
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