Structure should support a decision
A Google Ads account is organised into campaigns, ad groups, keywords, ads and assets. Campaigns hold controls such as budget and targeting. Ad groups bring a related set of searches and messages together. Separate things when you need a different decision; keep them together when the goal and message are genuinely shared.
There is no universal correct number of campaigns or keywords. A tiny budget split across many campaigns can make each harder to assess. A catch-all ad group can make it difficult to write a useful, specific ad. Aim for understandable intent and enough data to learn.
Worked example: two services in one city
Hypothetical structure, not a result. A Brisbane business repairs residential leaks and installs hot-water systems. Both services use the same enquiry goal, but they have different landing pages and messages.
- Campaign: Brisbane residential plumbing, with a single initial budget.
- Ad group 1: leak-repair searches, ads about leak repair, destination on the leak-repair page.
- Ad group 2: hot-water installation searches, ads about installation, destination on the hot-water page.
If the business later needs a protected installation budget or different service area, that is a reason to split campaigns. It is not necessary to create a separate campaign for every spelling variation or suburb on day one.
Keep a keyword-to-page map
For each theme, record the service sold, the searcher's likely intent, destination and success action. For example: “hot-water installation” → installation service → installation page → successful quote request.
A keyword such as “plumbing apprenticeship” fails the offer test for this business. High volume or a low estimated click price does not make it useful. Review the real search terms after launch because the selected keyword and actual search are not always the same.
Use match types as controls, not guarantees
Exact match can include searches with the same meaning or intent; it is not restricted to a literal string. Phrase and broad match expand the matching scope differently. Read Google's keyword matching guidance before assuming an exact keyword prevents all irrelevant traffic.
Choose match types alongside your conversion signal, budget and ability to review queries. For a narrow service with limited data, start with a small, relevant set you can inspect. Broad match requires particular care with goals and ongoing review; it is not a substitute for knowing what the business sells.
Negatives should exclude unsuitable intent
Negative keywords are useful for searches you cannot serve, such as training or employment if you only sell repairs. Check their matching behaviour before applying a broad shared list. A negative that is too general can block a legitimate service enquiry.
Document why you exclude a term. For a business that repairs a particular brand, excluding that brand just because some searches concern spare parts can remove useful customers as well. See our negative keyword guide for the matching details.
Separate reporting when intent changes
Someone searching your business name already knows you. Someone comparing providers may not. If you run brand activity, review it separately so it does not hide the cost of acquiring a new customer. Similarly, report different networks and services clearly before drawing conclusions from a blended total.
Do not force a structure change just to make a chart cleaner. Check whether the separation improves budget control, targeting, the message or interpretation of results.
Measure the action, then improve the structure
Before assessing an ad group, verify its conversion tracking. A strong click-through rate with no qualified enquiries is not enough. Review the ad, query and page as a sequence, then make a change with a clear reason and follow-up period.
Google's account organisation guide explains the hierarchy. For practical budget checks, use our pacing example. Site to Spend's Google Ads management prepares a campaign around your confirmed business information and lets you inspect it before deployment.