Managing a Google Ads account effectively is crucial for maximizing results and return on investment. Over time, as business objectives and digital landscapes evolve, you may find your account structure is no longer supporting your goals efficiently. Here’s an informative overview of when you should consider restructuring and key steps to do it right.

When Should You Consider Restructuring?

Consider restructuring your Google Ads account if you encounter any of the following issues:

• Campaigns are too broad and ad groups contain unrelated keywords.
• Performance data is unclear, making it difficult to analyze results or optimize.
• It’s difficult to manage or optimize due to account complexity.
• Duplicate keywords exist in multiple places.
• Ad groups contain too many unrelated keywords, reducing ad relevance.
• Quality scores are low, or you’re struggling with costly, inefficient campaigns.
• Keywords aren’t getting enough traffic.
• You want to leverage new Google Ads features or improved automation tools.

Why Is Restructuring Important?

• Creates a manageable, scalable account that aligns with business objectives.
• Improves budget allocation and increases targeting precision.
• Enhances ad relevance and quality scores, often resulting in lower cost per click.
• Supports successful adoption of automation features like Smart Bidding and audience targeting.
• Leads to better analysis and optimization as data becomes clearer and more actionable.

Key Steps to Restructure Effectively

1. Audit Your Existing Account
   • Identify high-performing campaigns, ad groups, and keywords to preserve.
   • Find underperforming segments and areas of inefficiency.
2. Define Clear Objectives
   • Align account structure with your business goals—whether that’s by location, product/service, or audience segment.
3. Adopt a Simpler, Logical Structure
   • Break large campaigns into more focused segments (e.g., by product or keyword theme). Avoid mixing unrelated keywords within ad groups.
   • Segregate campaigns by key differentiators, such as location or product line, and use ad groups for closely related keyword themes.
4. Leverage Automation Thoughtfully
   • Implement Smart Bidding, audience targeting, and ad rotation features. Automation works best with a clear, clean structure and high-quality data signals.
5. Preserve Historical Data
   • Make structural changes gradually, rolling out updates in phases to minimize risk and disruptions.
   • Where possible, pause underperforming entities rather than fully deleting them, so you can revert changes if needed.
6. Realign Tracking and Budgets
   • Ensure conversion tracking and budget allocations are updated to reflect the new structure for accurate measurement and control.
7. Monitor and Optimize
   • After restructuring, allow performance to stabilize before making further changes.
   • Continuously monitor key metrics and adjust as necessary for ongoing improvement.

Best Practices for Restructuring

• Narrow Themes: Each ad group should center on a tightly themed keyword set.
• Multiple Ads: Include at least three ads in each ad group and use optimized ad rotation to test messages.
• Incremental Changes: Avoid restructuring during peak seasons to mitigate risks of lost traffic or conversions.
• Review and Refine: Use insights from campaign data to refine your structure over time, ensuring it remains relevant to your goals.

Is a Full Restructure Always Necessary?

Not always. If your account is performing well or during high-traffic periods, sometimes minor optimizations are better than an overhaul. Consider a full restructure only when persistent structural issues limit growth or efficiency.

Restructuring a Google Ads account is ultimately about making management easier, improving the relevance and performance of your ads, and setting up your business for smarter, data-driven decision making in digital marketing. Plan carefully, make changes gradually, and monitor the impact for sustained success.