The BEST Google Ads Campaign Structure in 2025

over the past 9 years my specialist paid media agency has worked with more than 2,000 clients and we've tested just about every Google ad campaign structure you can think of and with that much data and experience we know exactly how to structure your Google ad campaigns to get the best possible results in this video I'm going to show you exactly what that looks like Okay so let's start by covering the core components of a Google ad campaign and and then we're going to run through the various elements so I'm an example Google ad account here

to to walk through some of this stuff so obviously the very top layer is the Google ad account itself and then within that we have campaigns and you can obviously have multiple campaigns within a Google ad account explain about how many you should have and how much should be broken down in a minute but what I quickly want to do is just click on this new campaign uh button click new campaign and I'm just going to click leads for now but one I about to talk about can apply to any campaign objective I'm going to

skip through this there are warnings because it's an example ad account I just want to quickly talk about the campaign type because the recommended structure does vary depending on which campaign type you use now for the purposes of what I'm about to go through I'm going to use a search campaign as a type I think that's what most beginner Google advertisers use it's actually what most Google advertisers use it's the most intuitive part of Google ads it's the part we think about you think about going on Google searching for something and then seeing ads pop

up that are relevant to your search well that's all done through the search uh Network obviously well some through performance Max but mostly search um I will talk about some of the other campaign types afterwards but I wanted to run through the ideal campaign structure for search to begin with and just wanted to uh to quickly clarify that right so we've got The Campaign types and then I'm just going to jump over to another tab where I've got an example campaign already created so is this example leads campaign that we can see and this is

a campaign that I created in another demonstration video and within that we've got an ad group called Google advertising services and that's the next layer so we've got ad account campaigns ad groups ad groups are where your ads and your keywords and a few other things but mainly ads and keywords are stored and they will be themed around a central topic so in this case we've created an ad group in this example campaign called Google advertising services and the demonstration is if we were to advertise our Google advertising Services um this is this is what

it would look like so if I go ahead and click into this ad group we will be taken to our various keywords okay so again like I said this is an example ad account that's going to be not eligible and all sorts of things popping up don't worry about that that's not important but here I've just entered in some example keywords that we might Target if we're wanting to advertise our Google advertising services so we've Google ad management Google ad company Google ads company Google agency Google advertising Services PPC Services you can see these are

closely related to people who might be interested in hiring a Google ads agency and those are the keywords that are in this ad group also within this ad group we've got ads so if we go ahead on this left hand side and select ads we've got this one responsive search ad here if I just click into edit we'll go into the um ad window and here we've added in some basic information um that we might typically put within an ad I'm just going to get get rid of uh Google's uh suggestion there and we've got

headlines like Google ads agency generate more conversions decrease your cost average 30% Improvement we've added in descriptions which is part of the ad schedule a c to find out more how we can help today take a look at our fantastic track record case studies and this is what the ad would look like we've got the headlines here um we've got the description and we've also added in and this is also included um as part of the ad or can be if you include it are ad assets so things like site links so these are links

on our ad where people can click on those instead of going through to the main URL that I added sending people to they come through to specific pages on our website instead so they can come through to our Google ads page or our case studies page or our contact us page um on our website if we scroll up we should see what that looks like an example yeah so these two here you can see contact us Google ads those are site links and these this site link extension or site link asset I should say and

they used to be called Google ads extensions they're now called Google ads assets is one of a number of different assets um that you can add on so we've got more asset types in here uh promotion prices calls callouts which we have added in average c% Improvement an agency that cares outstanding service are examples of call outs and if we scroll up we should see them in there at the bottom of the ad outstanding service and agency the C that's sort of thing so this is our ad with the ad assets and then we've got

our keywords and those are the things that are within an ad group I'm trying to make this as simple as possible hopefully you get that and and follow along if you're not already familiar with the various elements and the question when it comes to structure is how much of each one should we have here like what's the magic number um how many campaigns how many ad groups how many ads how many keywords and that's really what we're going to run through because that stuff is quite important so I think one of the easiest ways for

me to to explain this is to use an example so we're going to take a business let's assume they offer landscaping services right and then with in that they can break their service down into a few sort of extra things and different Services they offer so it's so traditional landscaping services as one option let's say they also do patio cleaning uh they do patio laying and they do grass cutting just as an example right so they have those four core Services um is what they offer some Garden maintenance type stuff in in there as well

now a lot of Google advertisers would just lump all of those four different Services they offer into one campaign and maybe even into one ad Group which is absolutely um not ideal and as we go through um you'll see why that that presents an issue but the first thing I want to say is that if you offer let's say four different Services you absolutely want to create four different campaigns um and separate those out now of course there may well be some overlap there right like if you want landscaping services perhaps you also want patio

laying but there are going to be people that don't overlap some people just want the patio laying they don't want other landscaping services like flower beds or whatever they want to they want to be more specific um perhaps once someone has used your patio laying service they're then going to want you to clean the patio twice a year or once a year or whatever it is so yes there's overlap and that's absolutely fine but that doesn't mean you want to put them all in one campaign because by separating them out into campaigns we can therefore

get much more specific with the keywords that we're targeting and with the messaging that we put in our ads and that's actually going to become more and more important as we go through and we get to um the ad group level okay so we got one campaign per service or per product range is typically how i' how I describe it if you're an e-commerce business selling products um with a search campaign then within that we want to create multiple ad groups per campaign each based around a keyword theme so what we want to do is

we want to break down each one of those four Services into its component parts so that we can get that much more specific okay so let me give an example let's let's take the sort of traditional landscaping services now that's pretty broad we could break that down I've written down some examples that we could then break that down into the people might be interested in that specific element of it but not the rest of them so we could have an ad group for flower beds another one for artificial turf another one for leveling land another

one for decking another one for rockeries and then of course we would also want an ad group for actual Landscaping because the ad groups want to be based around what people are searching for and there will be people searching for landscapers landscaping near me but there would also be people searching for things that are more specific and by breaking out things like rockeries or decking or artificial turf into separate ad groups groups we can then put the keywords that are relevant to each one of those things specifically within that um ad group as opposed to

just having one ad group for landscaping services and just having to lump it all together and then we can also pair that with the ads so if we've got an ad group specifically for artificial turf well the keywords can be for artificial turf and the ads can have artificial turf and closely related language in them that's going to increase your clickthrough rates that's going to increase your conversion rates and that's going to make it much more likely that those people will go on and become cust customers which is of course the whole point at the

end of the day now when it comes to breaking out your ad groups like I just did with the Landscaping into those I don't know six or seven options there's no magic number here everyone wants to be like okay it's one campaign then it's three ad groups then it's six keywords within each ad group it's not that neat because some Services some products are naturally going to have lots of different subsections and you're going to want to create an ad group for each one some are going to have very few so we use the the

Landscaping service as an example as a service that we the breaking down if we were to do that with patio cleaning we would have Less ad groups because there's just less subsections of that like there might be different types you might have porcelain patio cleaning versus I don't even know what other types of patio are made out like there are various materials that patio's made out of right you might want to break it down by that um even with the Landscaping service example we we could create more so what I want to get out here

is there's no right answer you just need to think about within this service or product that I offer that I've got a campaign for How can I break this down into the subsections that I think some people will be searching for and and get more specific um in those typs I'm sorry it's not a nice neat number I know that's annoying but I want to give you the actual advice and how we actually create campaigns for clients and this is how we do it the general rule is that if you're in doubt more ad groups

as opposed to less is better because it's difficult to be too specific matching up your keyword searches to your ads and your messaging um it's very easy to be not specific enough and if you just think about if someone wants um AR Turf laying down and they're searching for that specifically and your ad pops up against other landscaping companies and they've just got landscaping services type stuff in their ad and yours specifically talks to artificial turf your ad is going to get the click and it's far more like to get the conversion now what's funny

is that when you get those sorts of clicks coming through it may well be that they want other things as well they may be be that you can upsell them once you're speaking to them there's all sorts of opportunities for it to expand but you want to meet someone where they're at so if someone is searching for something specific you want to provide them something specific back and that's also by the way why we had that Landscaping broad ad group because if someone's searching for landscaping broadly we want to meet them where they're at and

serve them with an ad that has language um specific to Landscaping as well that's also important so I want to talk about keywords and ads in a second because they're really important parts of campaign structure and how you think about putting your uh your search campaigns together in particular before we do that just want to quickly let you know about our done for new Google ad services so if you're going through this thinking this will seems quite Technical and really complicated and I don't want to learn all this stuff I've got so many other things

in my business to crack on with I wish someone could just do it for me that's exactly what my agency does we can create manage optimize your Google ad campaigns for you so that you never have to worry about it never have to think about it we'll probably also get you much better results if we do it for you as opposed to you're doing it yourself because we do this all day every day we've worked with thousands of clients and we really know what we're doing so if that sounds like a good deal um what

you want to do is go ahead and click on the link in the video description below that'll come through to a page on our website you can book in a free call with one of my team members who can tell you about our service how we can help uh they may have an example case study of a business we've worked with just like yours in the past that we've gotten great results for but yeah go book a call completely free no obligation and if that sounds like a good deal then hopefully we get a chance

to go together so the natural next question is how many keywords should you put within each ad group and unfortunately I don't have a nice neat number for you uh just in the same way that I didn't have a nice neat number in terms of how many ad groups should be in a campaign because it can vary so in terms of keywords within an ad group we could have as few as four or five we could have 20 plus some ad groups that are centered around a keyword theme are naturally going to have more variations

just because of the language used for some things there's only one way of saying something for other things there's lots of ways of saying something I mean we've used Landscaping as an example but there's lots of different words for landscaping and around that you could call them Gardens you call them yards it could be landscaping services could be Landscaping Maintenance there's very lots of different elements there probably going to be quite a high key word um ad group and some are going to be far fewer than that because there's one way of saying it and

everyone basically says it this way and therefore there's going to be less keyword variation um naturally so there's no right answer I'm afraid again I know it's not what people want to hear and if you want more information by the way on how to research keywords and find great keywords and how you should put all that together I'm not going to do that right now I'll will send you instead to another one of my videos and that you can watch that has got all that information um and go through that work out exactly how to

put in your keywords there will be a link in the description uh below um for that I just want to quickly touch on scags so scags are single keyword ad groups uh and these used to be really quite popular where you would just take like one exact match keyword that is pretty dead on what it is you're offering and you just have one ad group with one keyword um and it made things quite structurally difficult because you'd have loads of AD groups as you might imagine if you've only got the one per uh one keyword

per ad group uh we don't really do that anymore and the reason why is because Google's changed the way they approach keywords and they've made even exact match keywords not really exact match anymore um as you're probably familiar with they will Google will definitely put your ads in front of more searches than you think they will when you're using um exact match and to be honest all the match types have become become broader phrase Broad and exact match have all become broader if you want more information about keyword match types again there'll be a link

in the video description with more information on that um but we rarely use scags anymore when we used to do so quite a lot I just wanted to quickly mention that in case you're thinking is that the way to go we're normally going to be in the as I said 5 to 20ish um keyword range per ad group but um but that is going to vary as I said depending on the language used around your specific product or service now there also used to be quite a debate around how many ads should we put in

our ad groups just like with keywords and just like the number of AD groups um that kind of all went away when we got responsive search ads because now we used the one responsive search ad per um ad group and we can add in lots of different headlines description variations and things like that so what are we looking to do here then um one of the things that's really important is that we include include language that is specific to the keyword and specific to the ad group theme so remember we had our landscaping services campaign

and then we had all those different ad groups breaking that down into subsections one of those subsections was flower beds so if we were creating a a ad a responsive search ad which is what this is in in the ad group that's for flower beds within the landscaping services campaign we would want to make sure that we include language specific to flower beds so we could add in things like stunning uh flower beds that's great and you want to add in other headlines other descriptions that have that very specific language because that's going to meet

people where they're at in terms of the searching you also want to include headlines that ladder up to the broader service so we could add in something like local landscapers because when people are searching yes they might be searching specifically for flower beds but without putting it in their Google search they might also be thinking oh yeah but I also want someone that can do you know um put out a bit of artificial turf or or add in some patio you new other Landscaping um type stuff we want to make sure that we've got those

elements in there um as well okay now if you want more information about writing headlines and descriptions I've got another video that covers all that in a lot of detail and more than I'm doing here so there's a link in the video description to that I just wanted to quickly cover a couple of points because that that is very pertinent to structure and if we scroll down and we get down to the ad asset section so site links being the most obvious example and this is actually a great time to talk about landing pages cuz

we've got that stuff within our Google ad account right we've got the ad account the campaign the ad group keywords and ads within those and then add um assets as part of as part of the ad really um where do we send people now I think it's really important that we would have a separate landing page for at least each one of those four Services we don't just want to be sending people through to the homepage on a website and have it be super generic and Broad that is going to uh ensure that your results

aren't as good as they would otherwise be if you got more specific because if someone's just searching for patio laying and it comes through to a whole Landscaping page and talking about mowing people's Lawns cutting their grass it's like is this really for me people click the back button they leave but if it's really specific they're more likely to do it so if that's what you've got fine you could go in ahead and add in these site links as those four different services that wouldn't be a problem in an Ideal World though you would go

one step further and create separate landing pages for each one of the ad groups so we would have like on your website you could imagine a landscaping services sort of page category on your website and then with within that we've got specific landing pages for flower beds and decking and leveling land and artificial turf and the other options that I mentioned I can't quite remember right now but all those various options would have specific landing pages cuz think about how powerful it is if someone's searching for flower birs and they see an ad for flower

beds your ad for flower beds alongside all the other ads for just general Landscaping stuff so they click on it and then they come through a landing page that is specifically all about flower birds and yes there's a bit of information in there about we also offer other things and we're a full service Landscaping Company in case you want the other stuff which is great but how great is that to have that in there the uh the the specificity they're so much more likely to inquire which means they're so much more likely to become uh

a lead and therefore much more likely to become a client of yours so it just a good point to mention around the site links and the various landing pages because that's key and then obviously you just want to add in if you do have the specific ones you'd want to add those in instead so if we do have a landing page for flower beds and for uh decking and for artificial Teck we could add in one of those and it would appear nicely um underneath our ad um if you want to know more information about

ad assets as well by the way guys I've got videos on all of them I've got videos on site links I've got videos on callouts here I've got videos on all the asset types that you can check out and work out um the various details for if you want to uh to dig into that so and and you do want to add these in right you do want to add in so site links we've kind of talked about is the various landing pages because those are linked but even in things like callouts we want to

make sure this has just defaulted some of the ones I've used previously these wouldn't um fit with this campaign for our uh Landscaping service campaign this is this is agency related stuff but we would want to add in callouts that are specific to whatever it is that that we're advertising you know so if we're advertising beautiful deck if we're advertising decking Services uh we can look to add in beautiful if I can spell it correctly um beautiful decking and various other call outs that are specific to that ad group because that specific language and I

know I sound like a broken record uh let me cancel this out that specific language is what gets people to click and it's what gets people to convert CU people go ah this company's perfect for me they offer exactly what I want and then with ADD assets you basically want to add in as many of those as are applicable depending on the product or service that you are looking to advertise this is the general rule with with ad assets okay so that's how I would structure a search campaign there are probably far less hard rules

than you were expecting and I know that can be frustrating there's not like this many ad groups this many keywords Etc um but I think what I've described is actually how we do it and therefore it's the most useful which it is flexible within the the guard rails that I've provided and hopefully you've got an idea now of how we would break things down and I've I've accurately demonstrated that but you might be thinking okay that's a search campaign what about the other campaign types particularly performance Max and I love performance Max campaigns once I

I always recommend beginners start with search get that to work and once that's working look to scale and expand into a performance Max campaign you might be thinking well how does that look like structure-wise or how do the other campaign types look like structure-wise um if you're interested in that I strongly recommend you check out this video because in this video I walk you through the entire process of creating a performance Max campaign from scratch adding in all the various elements and talk through a lot of those details that you're going to need to know

um because of course structure is different depending on the campaign types and we know that Google ads is not just search there's many other various elements and you want to take advantage of those so if you haven't already go ahead and check this out