Organize a Search Campaign with Multiple Ad Groups

Splitting one Google Search campaign into several ad groups keeps each set of keywords, ads and landing page closely matched. You can have up to 10 ad groups per campaign and up to 3 ads in each.

How the levels fit together

• Campaign: name, bid strategy, budget, schedule, locations, languages and assets shared by everything inside.
• Ad group: a single theme, with its own base URL, positive and negative keywords and match types.
• Ad: headlines, descriptions, final URL and display paths for one version of your message.

Every campaign needs at least one ad group, and every ad group needs at least one ad.

Plan your groups

Create one ad group per service, product, location or intent. For a dental clinic, you might use separate groups for "teeth whitening", "emergency dentist" and "braces", each pointing to its own page.

Build and manage

1. Complete the campaign settings first.
2. Select the first ad group, then enter its name, base website URL and keywords with match types (up to 40 positive and 40 negative).
3. Add up to three ads, using the group's base URL but a different display path or wording in each.
4. To add more groups, open the campaign's three-dot menu and choose Create Ad Group.
5. In an ad group's menu you can Create new ad, Duplicate ad group or Delete. In an ad's menu you can Duplicate or Delete.
6. The last ad group and last ad in a group cannot be deleted.
7. Click Review to inspect the whole hierarchy before publishing.

Compare performance

Open Statistics, choose Google, click the campaign, and use the Ad Groups, Ads and Keywords tabs.

Troubleshooting

• No keyword suggestions: enter a full, reachable URL, or type keywords manually.
• Ad URL rejected: it must share the ad group's base URL.
• Review shows gaps: open the highlighted level and complete every required field.

Good to know: Duplicate a strong ad group when starting a similar theme; it copies settings so you only change keywords and copy.