A foundation for success: How to structure your Google Ads account for growth on Search with AI

Why is AI key to successful campaigns on Search?

Google Ads accounts used to rely on complex, time-consuming segmentation for optimal performance. Now, with AI, simpler structures and larger volumes of data drive stronger results.

For example, AI-powered solutions optimise your campaigns based on richer insights from Google and your first-party data, saving you time and effort — enabling teams to focus on higher-value, more strategic tasks instead.

What are the key features of a Google Ads account structured for performance on Search?

To fully harness the power of AI, it’s crucial to optimise your Google Ads setup. Every business is unique, so your Google Ads account structure should be custom-built and tailored to your business goals.

Your bidding strategy, ad groups, and creative decisions will influence your level of segmentation and account structure. However, the optimisations detailed below are designed to enhance campaign performance on Search for the vast majority of businesses.

Here are four ways to simplify your account structure for growth.

1. Consolidate your traffic

Google AI thrives on volume. In general, it needs quantity as well as variety to learn faster and deliver better results. Unnecessary traffic segmentation can hinder the performance of automated tools and the outcome of your campaigns.

Basing your campaigns on excessively granular segmentation — for example, on audience, device, or keyword match type — will reduce the traffic volume per campaign and ad groups, slowing down the capability of AI to review your ad performance.

Instead, base your campaigns on clear business objectives, moving to larger volume ad groups. This allows you to maximise your impressions at the ad group level, increasing the chances of reaching a wider audience and achieving a better conversion volume per campaign. You’ll also benefit from a simpler account structure with less room for error.

2. Automate your bidding

In the past, advertisers had to employ a manual, highly granular approach, keeping track of numerous keywords and bidding differently on each one.

Smart Bidding is a cornerstone of AI-driven campaign management. It uses Google AI to analyse historical search behaviour, along with factors such as device, location, and first-party audiences. It works best in simplified campaign structures, adjusting bids in real time and predicting conversion likelihood to get you the best results. Implementing Smart Bidding lets you shift your focus from bid management to optimising the user experience.

3. Grow your coverage

Broad match, paired with Smart Bidding, helps expand your reach with relevant searches within your goals. Broad match uses numerous signals, such as the user’s search terms, location, device, and search history, to understand the meaning behind a search — for example, distinguishing the difference between someone searching for a “rose” flower or for “rose” wine.

When you use broad match, you can also simplify your keyword lists and account structures, since broad match keywords cover the same searches as phrase and exact match keywords. Broad match allows you to cast a wide net on searches relevant to your business — then Smart Bidding optimises your bids to reach the searches that best align with your growth goals.

4. Optimise your creative

Maintaining relevance between search queries and the content of your ads is key to campaign success. Here, integrating AI-powered solutions into your account structure can help.

With the maximum number of creative assets and formats possible — as well as well-crafted, relevant copy — you can let responsive search ads and other dynamic features get to work. These give Google AI the widest possible pool of assets to craft more effective headlines and calls to action and drive better performance.

For example, you can tie creative to searches using keyword insertion, which automatically updates your ad text to include any of your keywords that match a customer’s search terms. Or use Countdown functions to build anticipation by highlighting a deadline or time-specific offer in your Search ads.

By embracing AI-powered solutions, you unlock a new level of efficiency and effectiveness in your Google Ads campaigns. You free yourself from time-consuming manual tasks, allowing you to focus on crafting compelling ads, apps, and landing pages. Let the AI handle the data-driven optimisation while you unleash your creativity to tell your brand’s story in the most engaging way.