Ad groups organize search terms, adverts and destination pages around a shared need. A coherent group makes it easier to answer a search with an appropriate offer.
For a fictional bicycle shop, repairs, rentals and children's bicycle sales represent different needs. Someone hiring a bicycle for the weekend needs different information from someone with a broken gear mechanism. That distinction is more informative than putting every service into a group called “Important keywords”.
Start with the answer you can provide
For each proposed group, write one sentence: “This person is looking for … and our page provides …”. If the sentence requires several different answers, consider separating them. If several phrases express the same need, a new group is not automatically necessary.
“Get a bicycle repaired” and “bicycle workshop nearby” may both fit a repair page. “Hire a bicycle” belongs with information about rental duration, collection and availability. The precise account structure also depends on the campaign type and available features. The principle of providing a suitable answer remains useful regardless of that structure.
Choose names that explain a decision
A name such as “Repairs – workshop appointment” explains the purpose more clearly than “New group 3”. Record the destination, offer and any excluded needs alongside it. Another person should be able to understand why the group exists when taking over the account.
Excessively fine divisions increase maintenance. A small account does not necessarily need a separate group for every variation in word order. If all the groups use the same adverts and page, ask which decision their separation improves. A division without a distinct function creates extra work whenever the offer changes.
Read each advert in context
Check every piece of copy against the group's intended need. A repair advert should not accidentally promote a rental price. Inspect the actual destination addresses and possible combinations of text elements as well. Correctly naming an element does not guarantee that the resulting message will make sense.
Google's official instructions for adding keywords explain keyword placement within Google Ads. Do not copy another company's account settings merely because its structure looks similar. Its services and destination pages may differ from yours.
Once the campaign runs, actual search queries can prompt a review. A recurring, distinct need that requires a different page and explanation may justify a new group. If a division is merely linguistic and provides no benefit for reporting or management, merging can improve clarity. Record structural changes with dates so that later comparisons acknowledge what changed.
