How to structure Google Ads accounts for maximum performance, easy management, and clear reporting across multiple clients.
Why Structure Matters
A well-organized Google Ads account is easier to manage, performs better, and provides clearer insights. Poor structure leads to wasted spend, conflicting keywords, and reporting nightmares. Taking time to build the right foundation saves countless hours down the road.
Campaign Organization
Organize campaigns by objective first: Brand, Non-Brand, Competitor, Remarketing. Within each, segment by product line or service category. This structure allows for precise budget allocation and makes performance analysis straightforward. Avoid the temptation to create too many campaigns—complexity is the enemy of optimization.
Ad Group Best Practices
Keep ad groups tightly themed with 10-20 closely related keywords each. This improves Quality Scores and allows for highly relevant ad copy. Use Single Keyword Ad Groups (SKAGs) sparingly for your highest-value terms, but don't over-engineer—the algorithm has gotten smarter.
Naming Conventions
Establish consistent naming conventions across all client accounts. A format like [Campaign Type] | [Product/Service] | [Targeting] makes filtering and reporting effortless. Example: Search | Running Shoes | Non-Brand. Document your conventions and enforce them religiously.
Using Labels and Scripts
Labels are your secret weapon for cross-cutting analysis. Tag campaigns by launch date, test status, or performance tier. Combine with Google Ads scripts to automate reporting and catch issues before they become problems. This scales your ability to manage more accounts without adding headcount.
Resources & Further Reading
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