Campaign Structure

Ad Groups

In short

Ad Groups are the organizational level within a campaign that bundles keywords, ads, and bids by theme.

In-depth guideGoogle Ads Basics: The Complete Beginner's Guide 2025Read the article

What Are Ad Groups?

An ad group is the middle organizational level: Account → Campaign → Ad Group → Keywords + Ads. Each ad group contains thematically related keywords and their corresponding ads.

Why Structure Matters

Thematic relevance: Tighter keyword-ad alignment = higher Quality Score
Ad relevance: Well-structured groups allow tailored ad copy
Control: Manage bids and budgets per group

Best Practices

5-10 closely related keywords per group is optimal. Create at least 3 responsive search ads per group with varied headlines.

Further resources

Frequently Asked Questions

5-10 closely related keywords is optimal. Too many dilute relevance, too few limit reach.

Related Services

Google Ads Management

Professional campaign management for maximum ROI.

Related Terms

Campaign Types

Google Ads offers different campaign types (Search, Display, Shopping, Video, Performance Max) that use different ad networks and formats.

Keyword Match Types

Keyword Match Types determine which search queries trigger your ad. Google offers three types: Broad Match, Phrase Match, and Exact Match.

Responsive Search Ads

Responsive Search Ads (RSA) are Google's standard ad format where you enter up to 15 headlines and 4 descriptions — Google automatically tests the best combinations.

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