An account structure that breathes
Clean architecture: campaigns, ad groups, queries.
How to build Google Ads that don't suffocate under optimization
Account structure is half of your performance.
If it's messy, no bid strategy will save you.
If it's clean, the campaign "breathes": learns faster, spends smarter, and produces usable data.
"Good structure doesn't just improve performance — it reduces stress."
1) Campaigns: built around goals, not products
Your starting point is always the objective:
- Leads
- Sales
- Local visibility
- Brand search
- Remarketing
Don't cram everything into one place — Google performs better when it knows the purpose.
2) Ad groups: small, focused, thematic
You don't need 20 ad groups.
You need clarity:
- 1 ad group → 1 theme
- No mixed intentions in the same group
- No unrelated keywords in the same bucket
3) Keywords & queries: what you actually target
Google now works based on queries, not literal keywords.
Meaning:
- Use phrase and exact for intent control
- Avoid broad unless you have strong negatives
- Check search terms for what drives results vs. waste
- Maintain a solid negative list to guide learning
4) Ads: fewer, better, more aligned
More ads ≠ better ads.
Prefer 2–3 strong variations with:
- clear benefit
- messaging aligned with the landing page
- a call to action that matches intent
5) When an account structure "breathes"
You'll notice it when:
- Budget isn't wasted on irrelevant searches
- Search terms make sense
- Campaigns learn without resets
- You can see exactly "what drives what"
- Scaling budget doesn't break your CPA
Bottom Line:
High-performing Google Ads come from clean architecture.
Clear goals → focused ad groups → query-level control → aligned ads.
When your account breathes, performance follows.