The BEST Google Ads Account Structure for Your Business
Oct 20, 2025With Google’s new AI features and the changes in how people search, getting your Google Ads account structure right is now more important than ever.
Optimizing campaigns still matters—but your account structure determines whether your budget becomes profitable or wasted.
In this guide, I’ll walk you through the process we use at Define Digital Academy to find the right structure for each business.
Because here’s the truth: no one online can give you one perfect account structure that fits every business. Each company’s products, locations, and goals are different—and your structure should reflect that.
Why Your Account Structure Matters
Your account structure is the foundation of your Google Ads performance.
It controls how data flows, how budgets are distributed, and how smart bidding learns.
When structured correctly, your account:
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Improves efficiency by giving Google better data signals
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Keeps spending focused on profitable areas
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Helps identify which campaigns drive true business results
Here’s the process we use to design the best Google Ads account structure for any business.
Step 1: Decide What “Levers” You Need
At Define Digital Academy, we use the term levers to describe how your account can be structured to control spending, bidding, and performance across key areas.
Think of levers as switches you can pull to increase or decrease investment where it matters most.
Common Google Ads Levers
Product Category or Keyword Performance
Increase spend on profitable product lines and limit spend on low-performing ones.
Locations
Separate campaigns by location (country, state, or city) to tailor messaging, budgets, and product mix to each market.
Seasonality
Plan for campaigns that shift with seasonal demand—like winter versus summer products or peak service months.
Results, Volume, and Profit Margins
Track which categories deliver high return on ad spend (ROAS) or which products sell well but have low search impression share.
Ask Yourself:
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Does your business have different franchise regions or service zones?
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Do some categories have higher margins or lower costs of goods?
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Do you need seasonal flexibility in your budget?
Your answers determine what “levers” your account needs to control.
Step 2: Decide What Offers and Messages You Will Use
Before you build campaigns, decide what offers and messages will drive the best results.
Many advertisers make the mistake of optimizing bids or keywords before perfecting their offer and landing page.
If you’re getting relevant clicks but no conversions, the problem is usually your offer, not your ads.
Your message should clearly explain:
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Who your offer is for
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What problem it solves
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Why your business is the best choice
If your landing page and offer do not align with the ad message, you’ll lose conversions—no matter how strong your targeting is.
For more on this, check out my live optimization session with a copywriting expert, where we break down how to improve offers and messaging.
Step 3: Decide How Many and What Type of Campaigns You Need
Once you’ve identified your levers and refined your offers, you can plan how many campaigns you need and what types to use.
Common campaign types include:
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Search Campaigns: The foundation for most businesses. Best for capturing intent-based traffic.
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Performance Max Campaigns: Ideal for scaling once conversion tracking and offline data are in place.
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Video or Display Campaigns: Useful for brand awareness and retargeting when supported by data.
The key is to match your campaign structure to your business goals and the “levers” you identified earlier.
Use Google’s data strategically, but never let automation override your business logic.
πHow to Optimise Performance Max Campaigns
Conclusion
The best Google Ads account structure is built—not copied.
When you design your structure around your business levers, offers, and goals, you’ll have a campaign setup that’s scalable, measurable, and profitable.
If you want professional help developing your structure and strategy, click below.
FAQ
Why is account structure more important than optimization?
Because structure determines how your data and budget flow. A poor setup limits your ability to optimize effectively.
What are “levers” in Google Ads?
Levers are the control points in your account—like categories, locations, or seasons—that help you manage spend and performance.
How many campaigns should I have?
It depends on your business goals. Start small with key categories, then expand as data shows which areas perform best.
Why is my offer so important?
Even with perfect targeting, a weak offer or landing page can stop conversions. The message must match the user’s intent.
When should I use Performance Max?
Once your search campaigns are stable, conversion tracking is accurate, and you have enough conversion data to guide automation.