What to check before you touch anything
- Are these "different conversion types" actually different in substance, or just different paths to the same outcome — for example, a sign-up form, a demo booking, and a phone call that all lead to the same kind of qualified lead?
- How much does the outcome depend on the specific landing page? If the same type of lead converts very differently depending on which page it comes from, that's a signal to split campaigns — the label on the conversion event isn't.
- Does your CRM have lead-quality data (qualified lead status) by source? This lets you check whether a "more valuable" conversion type is actually producing more valuable leads, or whether the value difference is assumed rather than proven by actual sales data.
- Are you really talking about fundamentally different products or business lines, different websites, or different regions with different conversion value? These are three different scales of decision (campaign / account / MCC), and it's worth not conflating them.
- Is there enough data for each potential segment (product, region, landing page) to let a standalone campaign learn on its own? Before splitting the structure, make sure each resulting campaign will still have enough conversions to work with.
Possible approaches
- The basic principle: one campaign, one goal, one action, on one landing page or a few very similar ones. Start from that, rather than from how many different conversion event "names" exist.
- If the different conversions are really just different ways of submitting an inquiry (sign-up, demo request, and so on) and you have no data showing one path is meaningfully better or more efficient than another, it usually makes more sense to tag them as a single event and count them as one conversion, rather than splitting them across campaigns or goals.
- It's worth checking whether you already have enough qualified-lead (QLEAD) data from your CRM to optimize directly on that stronger signal — regardless of whether the lead came from a phone call, a lead form, or a sign-up form. If you have that volume, optimizing on qualified leads as a single goal is often more meaningful than optimizing separately by formal inquiry source.
- If reaching the goal depends heavily on the specific landing page (the same underlying outcome converts very differently depending on the page), that's when it genuinely makes sense to split these goals into separate campaigns, each with its own conversion value.
- If your business has several genuinely distinct products, the split should follow product categories at the campaign (and sometimes ad group) level, rather than the formal conversion event type.
- If you're really talking about different websites (separate domains for separate business lines), that's not a campaign-level decision, or even an account-level one — it calls for separate ad accounts entirely. Trying to express that inside one account through campaign structure is over-engineering that doesn't match the scale of the decision.
- If the different value is tied to different regions, the right scale of solution is a single master account (an MCC/"umbrella"), with each region run as its own child account or structure — not an attempt to express regional value differences through campaigns inside one account.