January 19, 2023

How to Structure Google Ads Campaigns

Today You Will Learn How to Structure Google Ads Campaigns!

Save time and money with Paid Advertising when you learn the best way to Structure Google Ads Campaigns.

Getting Started with Google Ads

When it comes to designing a Google Ads campaign, the structure can make the ultimate difference. Your search engine marketing campaigns are closely linked to your marketing plan and company goals. Therefore, if your campaign lacks structure, the result may not turn out in your favor.

In this post, we’ll talk about structuring Google Ads campaigns, discuss the advantages of various ad groups, and provide you with the information you need to set up your account for maximum profits.

But, first, let’s cover some basics.

Some Essentials to Consider for Google Ads

You need to consider a few elements before structuring your Google ads campaign.


Any campaign must have its own set of keywords. You may monitor performance to see which keywords and campaigns provide the best return on investment (ROI). This will help you make budgetary and investing decisions.


It’s a simple decision between automated and manual bidding. In a nutshell, because automated bidding needs historical data, those new to this area should try manual bidding first. Bidding manually takes more time but saves more money, automated bids saves time but wastes money.


You may focus on certain cities, areas, or zip codes. It’s a smart idea to establish distinct campaigns for every area, even if your target demographic is worldwide. This makes analysis simpler and more fruitful. When thinking of the structure of your Google Ads campaign you need to understand where to target your ads based on the client/account target geo market.


Create distinct campaigns for each platform that your target market uses. You may evaluate the campaign using segmented data for desktop, smartphone, and tablet to determine which device produces the greatest results.

Typically we suggest prioritizing the types of campaign based on your business goals, and what you are selling.

Branded Keywords

If you are running brand campaigns with branded keywords, slogans, or unique niche products, these will always perform a lot different than any non-brand campaign. For that reason, you should always isolate these in separate campaigns.

Conversion Tracking

Don’t ever spend ads without having some fort of conversion tracking. This allows you to get a better estimate of ROI and ROAS (return on ad spend). You can use Google Tag Manager, Google Analytics, Call Tracking and Google Remarketing Tags.

Google Ads Structure
Setting Up Your Google Ads Campaign Structure

How you Structure Google Ads Campaigns can be a rather simple task. We’ve listed the steps below for things to consider.

The Structure

There is a wide range of structures available, and your job is to determine the one that suits your needs. Before anything, you need to shape the website structure similar to ads by separating the tabs and pages.

In addition, you need to categorize your services or products in different packages so you can develop ads specific to every category. Besides listing all details of the products and services, you need to pair them with proper info to show up on search queries. 

If the location factor is important to the ad, include it in the structure. Finally, the budget is the most important element to consider for your structure as you should have enough funds for each asset.

Typically you want the structure to match your website design and how you layout your products and services.


Your chosen keywords bring value to existing campaign ideas and ad groupings. It’s better to choose terms with lower search volume that convey purchase intent.

Start with a tiny collection of keywords per group, slightly over 10, to give each phrase a try. Overcrowding won’t help you, and Google dislikes it. Keep an eye on each of them for match kinds as well. Utilize Google’s Keyword Planner to assist you as you work through your list, then record your findings in a spreadsheet for quick access.


Now we have the structure and the keywords. These, when combined, will provide you with everything you want to develop your campaigns. Starting with the most significant issues, build your campaign. As you go, bear in mind that many budgeting or triggering challenges are due to mistakes in setup.

  • Type: You’ll be registered into Search Network with Display Select by default. This option is useful for some marketers who want to maximize their reach, but keep in mind that under such a setting, text ads can appear on Google’s Display network, outside of the search. I’m personally not a fan of this as it spend a lot of your budget quickly with minimal targeting.
  • Language & Location: Needless to say, you have to tailor the campaign to the location and language of your target demographic.
    • In most cases if you’re reading this we imagine you will focus on “English” targeting within the United States.
  • Bid Strategy: Manual bidding is the better option if you don’t want Google to take charge of everything so you may have finer control over your spending. You’ll be opting into allowing Google Ads to determine your bids by default, so be sure you adjust this.
    • Once you get enough data and conversions you can use Google Ads AI system to have them optimize your campaigns for the most conversions.

Ad Grouping

You can separate ads based on a strategy or subject. Based on the situation, you could use a single-term ad group with all possible match-type combinations. This method can improve management and achieve better quality scores.

Text and a target URL will be required for the ad. When producing your ad, keep the following elements in mind:

  • Don’t use more than three headlines above 30 characters limit
  • Don’t use more than two descriptions above 90 characters limit
  • You can draw attention using numbers (such as limited-time offers or discounts)
  • Use caps when necessary
  • Keep the keywords between 5 to 8 per group and make them relevant.
  • Incorporate 2 to 4 ads in every group to consider different points and make the necessary adjustments for higher effectiveness.
  • There’s tons of ad protocols to follow that you can read here.
Other Google Ads Best Practices

Learn the Rules

Getting rejected in Google Ads is common and annoying. It can adversely impact the effectiveness of your campaign in addition to delaying your advertisement. Learn the rules, and try to adhere to the fundamentals to prevent making mistakes. Don’t try the game the system either. You will get caught and can even get suspended.

Focus on the Landing Page

Each advertisement will highlight a distinct service or item, typically with a link. Ensure that the landing page you chose for the ad shows that. In addition to discouraging Google, irrelevant advertisements and landing pages also increase the likelihood that users will abandon the site, which lowers quality score and performance. Use a “display route” to show viewers a customized URL that includes the terms that prompted the advertisement if the URL for the landing page is too lengthy.

Thanks for Reading!

In this post, we tried to cover the most essential elements you need to know when you Structure Google Ads Campaigns. Of course, There’s a lot more to consider since Google Ads is an extensive platform that’s not easy to master in a short while. 

However, you can make the process far easier by creating a structure, segmenting ads into different groups, using relevant keywords, and tailoring your efforts to the location or platform of your target audience. 

Beyond this, you’ll need a reliable team of experts by your side because running Google Ads Campaigns is a game of experience and infrastructure, something that we can deliver. Just contact us and let’s get started.

Call us today to learn more or apply with us!

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“My name is Mac and I used to work for Google. Now I help small businesses grow online and rank higher on Google”