Advertising · 1 min read
Google Search Campaigns with Multiple Ad Groups and Ads
How the structure works
Google Search campaigns follow a Campaign → Ad Group → Ad structure:
- The campaign holds the budget, bidding, locations and languages.
- Each ad group holds a set of closely related keywords.
- Each ad group has one or more ads written for those keywords.
Separate ad groups let you match ad copy to each keyword theme, which usually improves relevance and results.
When to use multiple ad groups
Use a separate ad group for each product, service or intent. For example, a dentist might create ad groups for "teeth whitening", "emergency dentist" and "dental implants".
Set it up
- Create a Google Search campaign in Marketing → Ad Manager.
- On the ad group step, name your first ad group and add its keywords.
- Create one or more responsive search ads for it.
- Click Add ad group to create the next theme and repeat.
- Review and publish.
Manage after publishing
From the campaign view you can:
- Pause or enable individual ad groups and ads
- Add new ad groups or ads
- Edit keywords and copy (edits go back through Google review)
Reporting
Ad Manager reports results at each level: campaign, ad group and ad. Compare ad groups to see which themes perform best, and move budget toward them.
Tips
- Keep each ad group to 5–20 tightly related keywords.
- Mention the ad group's main keyword in at least one headline.
- Every ad needs a valid final URL that matches what the keyword promises.