The Inherited Account Playbook: How to Restructure Without Breaking What's Working
Campaign Optimization
⚡ Playbook
Vol.18New

The Inherited Account Playbook: How to Restructure Without Breaking What's Working

Restructuring a messy inherited account without breaking performance is one of PPC's hardest problems. This playbook gives you the phased framework to do it right — audit first, preserve signal, then rebuild.

73%
of inherited accounts have Smart Bidding signal issues
3
phases: audit, stabilise, rebuild
30d
minimum stability window before major changes
2×
signal quality lift from proper consolidation
MR
Michael Rodriguez
Senior PPC Strategist
Mar 11, 2025
9 min read
Campaign StructureAccount StrategySmart BiddingMatch TypesBest PracticesPlaybook
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MR
About the author
Michael Rodriguez
Senior PPC Strategist

Michael is a Senior PPC Strategist at Scaletrics with over a decade managing large-scale Google Ads accounts across e-commerce and B2B SaaS. He specialises in audience strategy, bid architecture, and the intersection of automation and human oversight.

Campaign StructureAccount StrategySmart BiddingMatch TypesBest PracticesPlaybook
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