The BEST Google Ads Campaign Structure in 2025

Summary

In this video, the speaker discusses the importance of campaign consolidation in Google Ads for faster algorithm learning and better optimization. By consolidating campaigns, advertisers can leverage machine learning more effectively, improve smart bidding, and gain better performance insights. Fragmented campaigns with low data can slow down optimization, but a consolidated approach allows for quicker learning and more reliable results. The video also covers best practices for structuring ads and groups, including using themed ad groups and avoiding overly segmented campaigns. A case study highlights the significant impact of consolidation, increasing revenue by $290,000 in 120 days.

Takeaways

• 😀 Consolidation of campaigns in Google Ads leads to faster learning and better optimization by providing more data to the algorithm.
• 😀 Fragmented campaign structures with small amounts of data slow down machine learning, leading to less efficient performance and harder optimization.
• 😀 Using a single consolidated campaign allows more data to flow in, leading to faster optimization and better budget usage for smart bidding.
• 😀 A fun analogy for campaign consolidation is comparing small segmented campaigns to small fishing nets, while consolidated campaigns act like a large net that catches more efficiently.
• 😀 Segmented campaigns often get fewer conversions, making smart bidding less effective. Consolidating into a single campaign provides the necessary volume for smart bidding to work properly.
• 😀 Responsive search ads benefit from consolidation by generating enough impressions across ad groups, allowing the system to test and provide performance labels for assets.
• 😀 In a case study, consolidating 20 campaigns down to 2 resulted in a $290,000 revenue increase with a double return on ad spend (ROAS) over 120 days.
• 😀 The best approach for Google Ads is to start with broad consolidation to gather data, then move towards more specific segmentation once enough data is collected for optimization.
• 😀 When segmenting campaigns, it's important to group by product categories, brand vs. non-brand terms, location, and performance goals, but avoid unnecessary fragmentation.
• 😀 Single keyword ad groups (SKAGs) and segmenting campaigns by match types or devices are outdated practices. Instead, use themed ad groups to improve targeting and ad relevance.

Q & A

Why is campaign consolidation important in Google Ads?

Campaign consolidation is crucial because it allows Google’s algorithm to optimize more effectively, leading to better budget utilization, faster learning, and more reliable smart bidding. A consolidated campaign provides more data to work with, improving overall performance.

What is the downside of having fragmented Google Ads campaigns?

Fragmented campaigns limit the amount of data that Google can use for optimization, which leads to slower learning, inefficient budget allocation, and less reliable performance. It also makes it harder to track trends and compare campaign performance.

How does consolidation impact Google’s smart bidding system?

Consolidating campaigns allows smart bidding to perform better because it has more data to optimize. When there are more conversions in one campaign, Google’s algorithms can learn faster and allocate budget more effectively to maximize conversions.

Can you explain the fishing analogy used in the video?

The fishing analogy compares fragmented campaigns to small fishing boats with small nets, which catch fewer fish, while a consolidated campaign is like a large fishing boat with a big net, catching more fish and performing more efficiently.

What was the impact of consolidating 20 campaigns into 2 in the real-life example?

After consolidating 20 campaigns into 2, the account saw a significant increase in revenue by $290,000 over 120 days, along with a doubled return on ad spend (ROAS). This happened because the smart bidding system had more data to optimize and perform better.

When is it necessary to segment campaigns, even after consolidation?

Segmentation is necessary when there is enough data to justify it, such as for campaigns targeting branded vs. non-branded keywords, or for different product categories with varying profit margins. However, over-segmentation too soon can hinder performance by fragmenting data.

What is the issue with single keyword ad groups (SKAGs)?

Single keyword ad groups (SKAGs) are problematic because they often lead to over-segmentation and a lack of flexibility. Instead of using SKAGs, it’s better to group similar keywords into themed ad groups that better match searcher intent and allow Google’s algorithm to optimize more effectively.

What are the advantages of using themed ad groups over SKAGs?

Themed ad groups allow for more flexibility, better organization, and alignment with searcher intent. By grouping related keywords together, Google can optimize more efficiently, and it makes managing campaigns easier compared to having separate ad groups for every single keyword.

What are some examples of how to organize ad groups in a plumbing campaign?

In a plumbing campaign, ad groups can be organized based on different service types or customer needs, such as 'Emergency Plumbing,' 'General Plumbing,' and 'Affordable Plumbing.' This way, each ad group is focused on a specific theme, and the ads can be more tailored to the user's intent.

How can PPC Co-pilot help in optimizing Google Ads campaigns?

PPC Co-pilot offers expert advice, weekly Q&As, and specialized training to help businesses optimize their Google Ads campaigns. It provides valuable insights and community support, which can be particularly helpful when struggling with campaign structure and optimization.