In this blog, we will discuss Google Ads account hierarchy and understand what Ad Groups are:-

This is very important to understand Google Account Hierarchy and Structure.

Why Is Google Ads Account Structure So Important?

The way you organize your Google Ads account can play a significant role in executing your advertising strategy.

By structuring your Google Ads account, you can determine how your ads should be triggered and when and where they should appear.

  • Make sure that the search queries that trigger your ads are relevant to your target audience/keyword.

Example :

  • You'll get a good quality score(above 5 out of 10 ), which in turn will lead to better results and lower prices.
  • Keep your account super organized when structuring your account.

Something like the below table (most advertisers follow this format )

Search Example
Geo | Network | Category - Targeting (Bid Strategy) UK | Search | Brand (tCPA 5)
Search | Brand (tROAS 100)
US | Display | Best Offers (tROAS 5)

There are five levels of Google Ads account structure:

The account level, campaign level, ad group level, keyword level, and ad level.

These are the five main components of the Google Ads account structure:-

You must know the individual components of the account structure, so let us briefly cover the basics.


Each campaign contains ad groups with keywords linked to your text ads and leads to your landing page. As a general rule, I recommend choosing campaign themes based on how you want to allocate your marketing budget since you set your budget at the campaign level.


Under each campaign, you create relevant ad groups that are much more specific. There is no recommended number of ad groups for a campaign. Still, it’s usually better not to overdo it as this would spread your campaign budget across so many ad groups, keywords, ads and landing pages that results could suffer.

Ad groups contain keywords (no more than 10-15 are recommended). These keywords trigger your text ads (2-3 per ad group) and redirect to a relevant landing page.


Keywords are part of each ad group and are very important to control how your ad is triggered. When someone types into Google search, that search is called a "query", which is then matched with a keyword that triggers an ad. Each keyword is associated with a maximum CPC, a match type, and a quality score.


This is the actual text that appears when your ad is triggered. Each ad group should contain 2-3 advertisements that link to the same landing page. You must follow the guidelines of Google Ads to get your ads approved.

Landing Pages

Last but not least, there are landing pages. Each ad’s destination will redirect the searcher to (likely a page on your website with an offer or call to action). I recommend being very strategic with your landing pages and making sure that each ad landing page links to a highly relevant page that reflects the keywords you are bidding on in that ad group and the ad text that appears on the Google search page (SERP).

Relevance and landing page optimisation is critical to PPC success.

One thing to understand here is that in any campaign, the first thing that needs to be that is at the ads shown.

For example, if it's a search ad, we have to create the search ad that will be appeared on the Google search. If it's a display ad, we have to upload an ad banner which we want to show if it's a youtube ad, we have to give the YouTube link of the video, which needs to show ads that are so every campaign needs have at least ads.

If it's a search campaign, we also need to add keywords which keywords we will interest to show our ads on, for example

If we are creating for “Zoho CRM”,, so keywords will be if somebody is searching for CRM tool, CRM tool India so these are the keywords we have to update in our campaign, and we have to update the ads.

To give you an idea of a lot of use cases of ad groups.

If you see the above screenshot, its ads are relevant to the search keywords term.
So users have a chance to see more by clicking the ad link.

We can still go ahead and use all these keywords in one ad group or one campaign.

Coming to Campaign has its settings, then we control that start date, the end date of the campaign ads, daily budgets or monthly budget,  the whole campaign budgets we select the object or type in the campaign in settings.

Facts :
In One Adgroup, we can not use multiple landing pages.

Jami Abhinash
I am a Digital Marketer who loves to create awesome memes and helping businesses increase their leads and sales using digital marketing.

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