What is an ad group?

An ad group is a part of a Google Ads campaign where you combine keywords or audiences with the ads that belong to them. The keywords in one ad group share the same ads and landing page. A campaign usually contains several ad groups, each built around its own theme.

Why is an ad group important?

Relevance: the ads match the keywords in the same group.
Control: you can adjust assets per theme, and bids too when you bid manually.
Insight: you see per theme how many clicks and conversions it brings.

Examples of an ad group

A sports store has an ad group “men’s running shoes” and a group “women’s running clothing” in its “Running” campaign.
A plumber has one group for “boiler replacement” and one for “boiler maintenance”.
A B2B software company creates one group for “time tracking” and another for “project planning”.

How do you set up an ad group?

Create an ad group per theme with keywords that share the same search intent. Write a responsive search ad with headlines and descriptions that name that theme, and point it to a landing page that answers it. That keeps your Google Ads campaigns easy to manage.

Ad group