Google Ads Campaign Structure

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Have you ever thought about your Google Ads campaign structure?

What works for your type of business and how to make campaign management easy.

In this blog post, I am going to share 3 ways, you can organize your campaigns to improve quality score and reduce

Why organizing Google Ads campaigns are important?

  • Organized accounts save time and money in addition to improving quality score and CTR. 
  • A proper Google Ads account structure ensures your campaigns are weather resistant to any new algorithm or Google core updates.
  • Easily adapt to Google changes and avoid circumstances where you would need to overhaul the entire account.
  • Organizing your account allows you to better serve the right ads to the right customers, and it allows you to better track the effectiveness of your advertising efforts.
  • Organize your ads, keywords, and ad groups into effective campaigns that target the right audience.

3 Ways you can structure your Google Ads Account

  • Campaign Structure by Site Navigation
  • Campaign Structure by Product or Service
  • Campaign Structure by Landing Pages

Campaigns Structure by Site Navigation

One way to make Google ads campaigns management easy and adaptive to google algorithm updates is to create your campaigns by site navigation structure. 

Both Google and the SEM manager can benefit. SEM managers can follow the navigation structure and create campaigns accordingly. Especially when there is a new product added to navigation or a new landing page created. 

Google already has an idea about the site navigation by going through the sitemap.xml file. It’s a win-win situation. 

Campaign Structure by Product/Service:

SEM managers can also create campaigns based on their organization/company products or services. 

If you are a SaaS or an eCommerce this strategy has its benefits and drawbacks.

The benefit is that you can create a campaign based on products or services. In most cases – your business might have multiple products or services and some of those might not be profitable in terms of return on investment (ROI) while some might have huge. 

This strategy is common across small and medium businesses as they have few products or services to focus on. 

Campaign Structure by Landing Page

This is my favorite. I like to create campaigns for individual landing pages and then categorize campaigns by product or service. 

I can have one campaign with multiple ad groups & landing pages focusing on specific keywords targeting relevant landing pages. 

Having a campaign structure and by landing page also helps conduct A/B testing with ease. You can have both campaigns live at the same time and test them. Not worrying about other aspects such as keywords or ad copies. 


All 3 ways are applicable. It totally depends on the business, budget, and campaign objective. I personally – use the Campaign structure by landing page simply because I want to have the campaigns as granular as possible for easy management and control. Every landing page has a specific keyword in mind and I make sure to use relevant keywords bringing in higher quality scores and lower CPC.

About the Author

Zabi Niazi - Director of Search Marketing SEM and SEO

Hands-on execution & Revenue-focused digital marketer with expertise in Design & Operations centered around people, processes & technology engineering a Demand-Gen Engine capable of delivering innovative experiences that tell the brand story and map to the buyer's journey generating awareness, acquisition, retention, and advocacy.