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How Ad Groups Can Grow Your Google Ads Success

November 8, 2018
written by Danielle Strouther

Drive traffic to your business with targeted and better-placed ads by learning the secret behind Google ad groups.


  • Ad groups allow you to organise your campaigns around a common theme.
  • The more close-knit and targeted your ad groups are, the better ads you’ll produce.
  • Ad groups can also increase your quality score by improving relevancy – lowering your cost per click.

Google Ads help potential customers find you online. Driving traffic to your website, they are an amazing tool to help build your customer base and increase your sales.

But, just using any old ads don’t work. What you need is ultra targeted and well-designed ads that make your business stand out and ensure that the right people are finding your products and services. That’s why it’s so important that you get them right.

When you need to run multiple ads to appeal to as many people as possible, you need a way to properly organise them. This is where ad groups come in. As one of the keys to your advertising success, ad groups help you earn better advertising placements and more of those all-important clicks.

So what are they and how do you use them to your advantage? Learn the secret with our guide to Google ad groups.

The Google Ads app icon on a phone background.

So, What Are Ad Groups?

Ad groups are a way to target your ads to a set of related keywords, organising your ads around a single common theme.

The groups also ensure that you’re creating targeted ads around a particular product, service or customer. This means you don’t have to use a one-size-fits-all advert. Providing specific adverts will directly appeal to your customers and increase your clicks and conversions.

Why Ad Groups Are Worth Your Time

Google pays a lot of attention to your ad groups. It’s what helps them decide how relevant your ad is and ultimately, which searches you’ll appear in from your ad group keywords. The better your search placement, the more likely you are to increase clicks and attract more potential customers.

So, as well as helping you build stronger and more specific ads, the groups can also improve your quality score. With better quality scores, your ads will have better ranking with a lower CPC (cost-per-click).

Fundamentally, using the right ad groups will get your adverts shown in better searches, for a lower price. This gives you the opportunity to enjoy more clicks from the right audience, increase your sales and achieve a better ROI (return on investment).

How Do Ad Groups Work?

Before you can start making ad groups work for you, it’s important to understand how they work and fit into the whole Google ads process.

Within your Google ads, you’ll have several campaigns with unique goals for your business. It’s important that you clearly outline the goals and outcomes of all your campaigns. Without this information, you’ll find it difficult to create ads that achieve the results you need.

Your ad groups live inside your campaigns and you can have multiple ad groups for every campaign running, but each ad group needs to be specific to one campaign.

Each ad group will contain a set of related keywords, ad messaging and the web page that users are led to. They’re not designed to include every aspect of your business. They’re there to help you build targeted ads that run in the right searches.

The break down in how you can split your Google Ads Account into more than one campaign.

How To Get The Best Use From Your Ad Groups

Although every ad is different, there is a set of golden guidelines to follow when creating ad groups, which are maximums of:

  • 7-10 ad groups per campaign
  • 20 keywords per ad groups
  • 2-3 ads per ad group

It’s not just about numbers though. It’s about not going overboard with expensive or irrelevant keywords that just don’t work.

Let’s say, for example, you sell desserts and want to run a campaign promoting your cake range. This means your ad group could include keywords such as:

  • Cakes
  • Cupcakes
  • Chocolate cake
  • Birthday cake
  • Party cakes

What you don’t want to do is go off topic. There’s no use including keywords like pie, cookies or pastries because they won’t help you sell cakes. You should include the keywords your potential customers would actually be searching in order to find your product.

Think of it this way, if you’re running an advert to sell high heels, your customers aren’t going to be searching for running shoes on Google. So, why would you include them in your ad group?

Stick to keywords that are relevant and related to your ad. That will make sure your ads show up in the right searches and to the people who are actually looking for what you’re offering.

Testing Is The Key To Success

When using Google ads, you should never run a single ad and expect it to be the best solution for your business.

Ads can be tricky. There’s no straightforward right or wrong solution to which is better, that’s why you need to test different variations to keep improving and achieving better success and ROI.

Need more tips to success? Why not read our 10 proven Google Ads tips to make your ads pay.

Need An Extra Hand With Your Google Ads?

Get the best from your ads with Adzooma.

We’re Google ads experts, which means we take the confusion out of your ads and create solutions that deliver more clicks and leads to your business.

Our advertising platform will ensure you get the best performance form your ad groups, identifying low performing keywords and alternatives that could be used. This gives you the information and analytics to make better, smarter and most cost-effective bids ad groups that lower your CPC (cost-per-click) and increase your CTR (clickthrough) rate.

Want to see how well your ads are performing? We’ll give you a FREE PPC audit and 30-day trial to our platform to see where you can make better improvements.

Interested? Click below [content-cta title=”Get Your FREE Health Check TODAY!” url=””]

Danielle Strouther

Currently writing lots of words about all kinds of unique subjects at Adzooma and searching for a word I like more than discombobulated. I have a masters in Film and Television, so I can tell people I know what’s good on Netflix. Outside of copy and away from a screen, you’re most likely to find me spinning round on a pole.
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