“if you just run one campaign with one adset in it all that data will be used to basically fine tune targeting for you so you always want to find the right balance of where do I need granularity to guide the algorithm”

Start with a maximally consolidated Meta account — one campaign, one ad set, all signal in one place

Meta's algorithm needs enough signal data to optimize effectively — scattering budget across 10 campaigns and 50 ad sets starves each one. Burke's default for new accounts is maximum consolidation: one campaign, one broad ad set, all signal funneled to the same place. Add campaign branches only as spend scales and after confirming what you're splitting on.