Google Ads
Google Ads Search campaign structure and match types.
Match types decide how loosely your keywords can match searches, and structure decides how budget, bidding and ad text line up with intent. A tidy account is easier to bid on, easier to read and wastes less. We build structure around intent and choose match types deliberately.
When You Need This
The situations where this work pays for itself.
Signs it is time
- Campaigns mix brand, generic and competitor terms
- Ad groups contain dozens of unrelated keywords
- You are unsure whether to use broad match with Smart Bidding
- Budget is limited and some terms drain it
- Reports are hard to read because of structure
What you get
- A keyword and intent map
- Restructured campaigns and ad groups
- Match type and negative keyword rules
- A review cadence with clear reporting
How We Do It
A clear process you can follow along with.
1. Map search intent
We group keywords by what people want, such as buying now, researching, comparing or looking for support, and decide which are worth paying for.
2. Separate by purpose
We separate brand from non-brand, and separate groups with different goals, margins or budgets, so each has its own budget and target.
3. Build tight ad groups
Each ad group holds a coherent set of keywords and ads that speak directly to that intent, with landing pages that match.
4. Pick match types on purpose
We use exact and phrase match for control, and use broad match only with accurate conversions, a suitable bidding strategy and negatives. Match type behavior changes, so check current documentation.
5. Layer in negatives
We add negative keywords at the campaign or list level to keep brand, non-brand and different groups from competing for the same query.
6. Write ads and assets
We write responsive search ads with varied, honest headlines and add relevant assets, such as sitelinks, callouts and call or location assets.
7. Review and prune
We review search terms and performance, promote proven queries into exact match, and pause what does not earn its place.
Mistakes We Help You Avoid
Common ways this goes wrong, and what we do instead.
Putting all keywords in one ad group
Ads cannot be relevant to everything at once.
Using broad match without safeguards
It can find new demand but also waste spend if conversions or negatives are weak.
Mixing brand and generic budgets
Brand results flatter overall performance and hide the true cost of new customers.
Overly granular structures
Too many tiny groups divide data and slow learning.
Frequently Asked Questions
What are the Google Ads keyword match types?
They are broad, phrase and exact, each controlling how closely a search must relate to your keyword. Exact behaviors are updated, so check current documentation.
Should I use broad match?
It can work with strong conversion tracking and automated bidding, along with negatives. Without those, tighter match types are safer.
How many keywords should an ad group have?
Enough to cover one intent clearly, and no more. Quality of grouping matters more than a number.
Want Help With Google Ads Search campaign structure and match types?
Schedule an appointment. Tell us about your business and we will outline the safest, highest-value approach.
Schedule Appointment › No commitment required