How to Structure a Professional Google Ads Account

Golden Rules

Do

• Keep ad groups tight (5–20 closely related keywords);
• Align keyword → ad copy → landing page (message match);
• Separate brand vs non-brand campaigns;
• Start with phrase/exact. Add broad only with smart bidding + strong negatives;
• Build negatives continuously (search terms mining).

Don't

• Mix unrelated keywords in one ad group;
• Use "Campaign 1/Test" as names;
• Launch 15 campaigns day one (you won't learn fast);
• Point everything to the homepage;
• Skip conversion tracking (you'll fly blind).

Example Blueprint (Search, Non-Brand, US)

Campaign: Search_US_NonBrand_RunningShoes

• Geo: US | Budget: $150/day | Bidding: tCPA (after data) / Manual CPC (start)

Ad Groups

• NB_Running_Shoes_Men → LP: /running-shoes/men;
• NB_Running_Shoes_Women → LP: /running-shoes/women.
• Keywords (per AG):
  • Exact: [men's running shoes];
  • Phrase: "best running shoes for men";
  • Exact: [lightweight running shoes].

Ads

• RSA_v1, RSA_v2 (test USP and headline order);
• Assets: sitelinks (New Arrivals, Size Guide, Returns), callouts (Free Shipping), snippets (Brands).