Google Ads Campaign Structure: When to Use Multiple Campaigns for One Goal

By: Jyll Saskin Gales, Google Ads Coach

In Google Ads, it's easy to fall into the trap of thinking "one goal equals one campaign." While that's a good starting point, sometimes it makes sense to use multiple campaigns even if you have a single overarching objective.

Let's explore why you might want to use separate campaigns for different aspects of your business, even if they ultimately serve the same goal.

We'll cover:

• A real-world example of using multiple campaigns for a single goal
• The importance of budget allocation and bid strategy
• Understanding the role of ad groups within your campaigns
• Key questions to ask when structuring your Google Ads account

The Case of the Lawyer: Why Two Campaigns?

Let's say you're running Google Ads for a lawyer who offers two very different types of legal services. While the end goal might be to generate leads for both services, it's likely that people searching for each service will behave differently online.

For example, someone looking for help with real estate law might have a different search intent and click-through behavior than someone seeking assistance with international law. These nuances can significantly impact your campaign performance.

By creating separate campaigns for each service, you gain greater control over your budget and bidding strategy. This allows you to:

• Allocate budget effectively: Ensure each service receives an appropriate portion of your overall budget.
• Customize bid strategies: Set different cost-per-acquisition (CPA) targets based on the value and conversion rates of each service.

Ad Groups: Refining Your Targeting

While campaigns provide high-level control, ad groups allow you to further segment your audience based on their specific needs and interests.

Even within a single campaign focused on one type of legal service, you might create separate ad groups for different sub-services or target keywords. This ensures your ads are highly relevant to the searcher's intent.

Finding the Right Structure: Key Questions to Ask

When deciding how to structure your Google Ads account, consider these important questions:

• Budget: Do you have sufficient budget to allocate effectively across multiple campaigns?
• Bid Strategy: Do you need to use different bidding strategies for different parts of your business?
• Target Audience: Are there distinct groups of people searching for different aspects of your business?

By carefully considering these factors, you can create a Google Ads account that is both effective and efficient.