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All lessons in Google Ads for Beginners Lesson 2.2 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Campaign and ad group structure

Your roadmap for this lesson

  • The three levels of a Google Ads account
  • What belongs in a campaign vs an ad group
  • How to group keywords into tight themes

Short answer

A Google Ads account has three levels. The campaign holds your budget, location, and bidding. Inside it, ad groups hold a set of related keywords and the ads for them. Group keywords by theme, so each ad group's ads match its searches closely. Start with one campaign and two to five ad groups.

The three levels

LevelWhat you set hereExample
AccountBilling, currency, usersJuan’s Aircon Services
CampaignBudget, locations, schedule, biddingSearch · Metro Manila
Ad groupKeywords and adsAircon cleaning
Account structure: account, campaign, three ad groups each with keywords and adsAccountCampaignbudget · location · biddingCleaning5 to 20 keywords1 to 2 adsRepair5 to 20 keywords1 to 2 adsInstallation5 to 20 keywords1 to 2 ads
One campaign, a few ad groups, one keyword theme per ad group.

Think of it like a mall. The account is the mall. Campaigns are floors. Ad groups are stores, each selling one kind of thing.

Keyword themes

Each ad group should cover one theme. Keywords inside it should be so similar that one ad fits them all.

  • Aircon cleaning: “aircon cleaning near me,” “aircon cleaning price”
  • Aircon repair: “aircon repair,” “aircon not cold repair”
  • Aircon installation: “split type aircon installation,” “aircon install service”

If a searcher types “aircon repair,” they see an ad about repair, not cleaning. That match helps clicks and Quality Score.

When to make a new campaign

Create a separate campaign only when you need a different budget, location, schedule, or bidding strategy. Otherwise, add an ad group. Too many campaigns split a small budget too thin.

Try it: structure builder

Put each keyword in the right ad group.

Sort each item into the right group.

  • aircon cleaning price QC

  • aircon not cold repair

  • split type aircon installation cost

  • window aircon cleaning service

  • aircon leaking water fix

  • inverter aircon install near me

  • aircon general cleaning

  • aircon compressor repair

Quick quiz

1. Where do you set the budget and location?
2. What should one ad group cover?
3. When should you create a new campaign?

Common mistakes

  • One ad group with every keyword. Your ads cannot match all searches.
  • A campaign for every keyword. Your budget gets split into tiny pieces.
  • Mixing services in one group. Cleaning and installation need different ads.
  • Naming things “Campaign 1.” Use clear names like “Search · Cebu · Repair.”

Your action

Take your keyword list from Lesson 1.3. Sort it into two to five ad groups by theme and name each one.

Key terms

Campaign
Holds budget, location, schedule, and bidding.
Ad group
A set of related keywords and their ads.
Keyword theme
A group of keywords with the same meaning or intent.
Account organization
How campaigns and ad groups are arranged.

Questions beginners ask

How many keywords per ad group?

Usually 5 to 20 closely related ones.

How many ads per ad group?

One responsive search ad is a good start. Two lets you test.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.