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Understanding Your Google Ads Structure

Looking to utilize Google Ads for your business, but not quite sure how to set up your account? When it comes to Google Ads, one of the most important things to understand is the account breakdown. This breakdown is what allows advertisers to better manage and optimize their campaigns, as well as better measure the ad’s performance.

Continue reading and we’ll break down everything you need to know when setting up your Google Ads account.


The top level of your Google Ads is, of course, your account. At this level, you may set unique account users and billing information. Each business should have its own Google Ads account.


Next up is the campaign level. Campaigns are the main containers for Google Ads. Campaigns allow you to separate your ads based on the different ad goals, such as brand awareness, lead generation, or sales.

Each campaign in your account will have its own dedicated budget and targeting.


By setting the budget at the campaign level, you are able to optimize your budget across different locations or topics, depending on the goals of your ads!

Note: Google requires budgets to be entered as daily budgets. So, if you are looking to spend $500/month, your daily spending would be $16.44. (Math: Monthly Budget / 30.4 [average number of days per month] = Daily Budget)


All targeting is set on the campaign level. At a high level, you can set location targeting to ensure the audience your ads are reaching are within your target geography. Depending on the type of campaign you are running, targeting can get very granular to things like detailed demographics or website remarketing.

Ad Group

Within each Campaign are Ad Groups. Ad Groups allow you to group ads together that will share target keywords.


Keywords are words or phrases that you bid on in order to trigger your ad when a user searches for them. By targeting the right keywords, you can reach the most relevant audience and increase your ad performance. The more relevant the keyword is to the user’s search, the more likely it is that the user will click on the ad. That is why all ads in one ad group should be related to the same topic or service.


You’ve made it to the final step of setting up your ads account! However, we’d argue the ad copy is the most important part of your ads. The ad copy is the first thing a potential customer will see when they search for your product or service. The ad copy should be concise, easy to understand, and answer the users’ query (or search). After reading the ad, the user should want to click on your ad knowing that you will provide the answer to their search. Any unique selling points that make your business stand out should be highlighted in the ad copy, and strong Call-To-Actions should be clearly stated.


Still not sure where to get started? Let Points Group’s Digital Marketing team help! We are experts in all aspects of Google Ads, including account strategy, setup, monitoring and optimization, and reporting. Contact us today to get started!