Table of Contents

Ad Groups

What are ad groups?

An ad group in Google Ads is a collection of ads, keywords, and landing pages that are grouped together based on a common theme or topic.

It allows advertisers to effectively organize their campaigns and target specific audiences.

Ad groups serve as a container for organizing related ads and keywords within a Google Ads campaign. Advertisers can create targeted and relevant advertising messages by grouping ads and keywords with similar themes.

This structure enables them to tailor their ads to specific audience segments, increasing the chances of attracting qualified leads and maximizing their advertising budget.

Key takeaways

  • Ad groups are a fundamental component of Google Ads campaigns.
  • They allow advertisers to organize their ads and keywords based on common themes or topics.
  • Ad groups help increase relevance and improve targeting in advertising campaigns.

How do ad groups work?

When creating an ad group, advertisers select a set of keywords that are relevant to their products or services.

They then create compelling ads that align with those keywords. These ads are displayed to users who search for those specific keywords or browse websites related to the keywords.

By grouping relevant keywords and ads together, advertisers can ensure their ads are shown to the right audience at the right time.


A fictional clothing retailer called “Fashion Paradise” sells clothing for men and women.

They have a Google Ads campaign to promote their summer collection. The merchant creates different ad groups for men's clothing, women's clothing, and accessories.

Each ad group contains relevant keywords and tailored ad copy specific to the target audience.

By organizing its ads and keywords into ad groups, Fashion Paradise effectively targets customers searching for specific items and maximizes the impact of its advertising campaign.

Tips for improving your ad groups

  1. Keyword Research: Conduct thorough keyword research to identify relevant keywords for each ad group. Use tools like Google Keyword Planner or SEMrush to find high-performing keywords with substantial search volume.

  2. Ad Copy Optimization: Craft compelling and relevant ad copy that aligns with the keywords in each ad group. Include keywords in the headline, description, and display URL to improve ad relevance and click-through rates.

  3. Ad Group Segmentation: Break down broader ad groups into smaller, more targeted ad groups. This allows for better control and optimization of ad performance based on specific themes or product categories.

  4. Negative Keywords: Regularly review search terms and add negative keywords to exclude irrelevant searches. This helps refine targeting and reduces wasted ad spend.

  5. Ad Testing: Continuously test different variations of ad copy, headlines, and call-to-action phrases within each ad group. Analyze the performance metrics to identify the best-performing ads and optimize for better results.

Additional notes

  • Quality Score: Ad groups directly impact the quality score of your ads. A higher quality score leads to lower costs and better ad rankings. Ensure your ad groups are tightly themed and relevant to improve quality scores.

  • Budget Allocation: Allocate your budget strategically among different ad groups based on their performance. Monitor the return on ad spend (ROAS) for each ad group and adjust the budget allocation accordingly.


What is the ideal number of keywords in an ad group?

There is no fixed number of keywords for an ad group. It depends on the theme and the relevancy of your keywords.

Aim for a manageable number of highly relevant keywords that closely match the ad group's topic.

How often should I review and optimize my ad groups?

Regularly review and optimize your ad groups based on performance metrics and industry trends. Aim for monthly or quarterly reviews to ensure optimal campaign performance.

What is the relationship between ad groups and campaigns?

Ad groups are part of a campaign. A campaign can have multiple ad groups, each with its own set of ads and keywords. Ad groups help organize and structure your campaign.

Can I change the ad group settings after creating them?

Yes, you can modify the settings of an ad group, such as keywords, ad copy, bid adjustments, and targeting options. However, making significant changes may impact the performance of your ads.

Related Terms


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What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


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Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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