The Google Ads Account Structure We Use for Every Client
Most underperforming Google Ads accounts don't have a bidding problem — they have a structure problem. This is the skeleton we build on every time.
Before we touch bids, creative or budgets, we fix structure. A clean account is the single biggest lever on Google Ads performance because structure is what the algorithm actually reads.
Separate by intent, not by product
We tier campaigns by how close the searcher is to buying: high-intent ("buy", "pricing", "near me"), mid-intent (comparisons, "best"), and research ("how to", "what is"). Each tier gets its own budget and target because each converts at a different rate. Mixing them blinds the algorithm.
Tight ad groups, single theme
One theme per ad group, a handful of close-variant keywords, and ads written specifically for them. If you can't write one honest headline that fits every keyword in the group, the group is too broad.
One conversion action that means money
Smart Bidding is only as smart as the signal it optimises toward. We pick a single primary conversion tied to revenue (qualified lead or purchase), and demote soft actions like "viewed contact page" to secondary so they inform but don't steer.
Negatives as a system, not a chore
A shared negative list plus a weekly search-term review keeps spend on intent. This one habit routinely recovers 15–30% of wasted budget in the first month.
Structure is unglamorous and it compounds. Get it right and every later optimisation lands on solid ground. See how we run Google Ads.