Campaign structure

What is campaign structure?

Campaign structure is the way you organise a Google Ads account into campaigns, ad groups, keywords and ads. A good structure groups what belongs together by theme, so you can steer budget, bids and reporting per topic. Each product group or objective gets its own place in that structure.

Why is campaign structure important?

• Focused ads: an ad group with a single theme makes your copy and landing page more relevant.
• Budget in the right place: you put more money behind what works without moving other parts.
• Readable reporting: you quickly see which theme or product pays off.

Examples of campaign structure

• A sporting goods store: one campaign per category, such as running and fitness, with an ad group per product type.
• A local plumber: one campaign per service plus a separate brand campaign.
• A B2B software company: one campaign for searches about the solution and one for searches for its own brand name.

How do you build a campaign structure?

Start from your goals and your products or services and turn them into campaigns. Split each campaign into ad groups with keywords that share the same search intent. Keep it simple: too many small parts cost management time and spread your data thin. Need help? See our Google Ads campaigns.