MECHANYSM | Digital Marketing Agency in London

How To Create Google Ads Ad Groups

Google Ads ad groups
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As a business, creating and managing ad groups is essential for optimising your Google Ads campaigns and achieving higher click-through rates and conversions. In this section, we’ll explore the process of creating ad groups in Google Ads and share insights into why a well-structured account hierarchy is crucial for success.

Creating ad groups might seem like a daunting task, but it doesn’t have to be. By following the steps outlined in this guide, you’ll be able to create ad groups that align with your business goals and drive results.

Key Takeaways

  • Ad groups help organise ads and keywords into specific themes.
  • Structured ad groups can lead to more targeted and relevant advertisements.
  • A well-structured account hierarchy is essential for Google Ads success.

Understanding the Importance of Ad Groups

At MECHANYSM, we understand that creating a successful Google Ads campaign involves more than just creating individual ads. One crucial aspect is the structure of your account, and specifically, your ad groups. Ad groups help organise your ads and keywords into specific themes, making it easier to create targeted and relevant advertisements.

Without ad groups, your ads and keywords may be disorganised, leading to confusion and poor ad performance. By creating well-structured ad groups, you can increase the efficiency of your advertising efforts, leading to higher click-through rates and conversions. In short, ad groups are a vital component of a successful Google Ads campaign.

Not only do ad groups help improve ad performance, but they also make it easier to manage your account. By grouping ads and keywords together based on shared characteristics, you can more easily monitor and adjust your campaigns, ensuring that you are targeting the right audiences with the right messaging.

Our Tip: When creating your ad groups, we recommend organising them based on your business goals and the themes of your advertising campaigns. This way, you can ensure that your ads and keywords are closely related and that your campaigns have a clear focus.

By taking the time to structure your account properly with ad groups, you can ensure that your Google Ads campaigns are set up for success.

Keyword Research for Ad Groups

In order to create effective ad groups, it’s important to conduct thorough keyword research. This process involves identifying relevant keywords that align with your business goals and will help you reach your target audience. By doing so, you can optimise your ads for maximum visibility and engagement.

There are several tools available to assist you with this process, including Google’s Keyword Planner, which can help you discover new keyword ideas based on your product or service. It’s important to focus on keywords that are relevant to your business and have a high search volume.

When conducting keyword research, consider the intent behind each search query. Are users searching for information, products, or services? This will help you tailor your ad groups and ad copy accordingly.

Another important factor to consider is the competition for each keyword. Highly competitive keywords may be more expensive to bid on, and it may be more challenging to achieve a high ad position. Look for keywords with a moderate level of competition that will still generate high-quality traffic to your website.

Tools for Keyword Research

As mentioned, Google’s Keyword Planner is a great tool for discovering new keyword ideas and estimating search volume. Other tools, such as SEMrush and Ahrefs, can help you analyse your competitors’ keywords and identify gaps in your own strategy.

It’s important to regularly review and update your keyword lists to ensure that they remain relevant and effective. By doing so, you can continue to drive targeted traffic to your website and achieve your business goals.

Structuring Your Ad Groups

Creating an ad group structure that aligns with your business goals is vital to the success of your Google Ads campaign. It enables you to organise your ads, keywords, and targeting options into specific themes, promoting more relevant and targeted advertisements. A well-structured ad group will lead to higher click-through rates, an increase in conversions, and a higher Quality Score – a metric used by Google to determine the relevance and success of your ads.

So, how should you structure your ad groups? We recommend organising your ad groups based on distinct themes or product categories. For example, if your business sells shoes, you might have ad groups for different types of shoes, such as running shoes, dress shoes, and casual shoes. This structure allows for more targeted and effective ads, leading to a higher return on investment.

Best Practices for Ad Group Structure Benefits
Group similar keywords together Improve ad relevance and Quality Score
Create separate ad groups for different products or services Target specific audiences and increase relevance
Limit the number of keywords per ad group Increase ad group relevance and effectiveness

In addition to structuring your ad groups based on themes, you should also consider best practices for naming and grouping your ad groups. Use clear, descriptive names that make it easy to identify the content of each ad group. Avoid using vague or generic names that could be confusing or misleading.

What about targeting options? We recommend setting targeting options at the ad group level, rather than the campaign level. This allows for more granular control over your targeting options and promotes a higher level of ad relevance. You can set targeting options based on factors such as location, language, device, and demographics.

Overall, a well-structured ad group hierarchy is crucial for the success of your Google Ads campaign. By following these best practices and organising your ad groups based on specific themes, you can create more targeted and relevant ads that drive conversions and boost your business.

Creating Ad Groups in Google Ads

Now that we understand the importance of ad groups and how to structure them effectively, let’s dive into the process of creating ad groups in your Google Ads account.

First, navigate to your Google Ads account and select the campaign you want to add an ad group to. Click on the “Ad groups” tab and then click the blue plus button to create a new ad group.

Next, give your ad group a name that accurately reflects the theme of the ads and keywords you’ll be using. This helps keep your account organised and makes it easier to track performance.

Now it’s time to select keywords for your ad group. Use the keyword research we covered in section 3 to identify relevant keywords that align with the theme of your ad group and your business goals. You can either enter keywords manually or use Google’s keyword planner tool to generate ideas.

Once you’ve selected your keywords, it’s time to create your ads. Follow the ad copywriting tips from section 6 to craft compelling ads that resonate with your target audience. Be sure to include your keywords in the ad text where appropriate.

Finally, set your targeting options for the ad group. This includes selecting the locations and devices where you want your ads to appear, as well as demographic and audience targeting if relevant to your business goals.

Before launching your ad group, be sure to review and adjust your bidding strategy and budget to ensure you’re not overspending. And remember, continuous optimisation and testing are key to achieving optimal ad group performance!

Ad Copywriting for Ad Groups

Now that we have discussed how to structure your ad groups, it’s time to focus on crafting compelling ad copy. The key to effective ad copy is to create engaging content that resonates with your target audience. Here are some tips to help you write persuasive ad copy:

Focus on Your Unique Selling Proposition (USP)

Your USP is what differentiates you from your competitors. Highlight it in your ad copy, making it clear why customers should choose you over others.

Grab Attention with a Compelling Headline

A strong headline is vital to catch the user’s attention. Use action-oriented language, and include your primary keywords in the headline to attract clicks.

Highlight the Benefits of Your Product or Service

Explain the benefits of your product or service, emphasizing how it solves the customer’s problem or fulfils their needs.

Include a Call-to-Action (CTA) Statement

A CTA is an essential element of ad copy. Use phrases like “Order now,” “Sign up today,” or “Get a quote” to prompt the user to take action.

Use Emotional Triggers

Include emotional triggers in your ad copy to persuade users to take action. Words like “limited time offer,” “exclusive,” or “now or never” can create a sense of urgency and encourage users to act quickly.

By following these ad copywriting best practices, you can create compelling ads that drive conversions. Remember to tailor your ad copy to each ad group and conduct testing to determine the most effective messaging for your target audience.

Optimising Ad Groups for Performance

At this point, you have successfully created ad groups and launched your Google Ads campaign. Congratulations! However, the work does not end here. To achieve the best results from your ad groups, continuous optimisation is critical. Below, we’ll cover some optimal optimisation techniques to help you maximise your return on investment.

Ad Testing

Ad testing is an essential step in optimising ad groups. Google Ads allows you to run multiple ad variations within each ad group, enabling you to identify the most effective ad format. Try experimenting with different headlines, descriptions, and call-to-actions to see which combination resonates best with your target audience. Ensure that you set up ad rotation settings to ensure even distribution of your ads.

Bid Adjustments

Adjusting your bids can help improve the performance of your ad groups. Bid adjustments allow you to increase or decrease your bid based on factors like time of day, device, and location. By analysing your campaign data, you can identify when and where your ads perform best and adjust your bids accordingly.

Refine Targeting Options

Refining your targeting options can help improve the efficiency of your ad spending. Use your campaign data to identify which targeting options generate the most clicks and conversions. Then, adjust your targeting options to focus on high-performing audiences and avoid ineffective ones.

By continuously optimising your ad groups, you can help ensure that your ads are performing at their best. However, remember that optimisation is not a one-time task. Keep monitoring your campaign data and make changes as needed to ensure continued performance and growth.

Monitoring and Analysing Ad Group Performance

In order to make data-driven decisions and continuously improve your Google Ads campaign, it’s crucial to regularly monitor and analyse your ad group performance. By staying on top of your metrics and identifying areas for improvement, you can optimise your ad groups for maximum effectiveness.

The Google Ads platform provides a range of reports and metrics that can help you evaluate your ad group performance. Here are a few key metrics to monitor:

Metric Description
Click-through rate (CTR) The percentage of people who click on your ad after seeing it.
Conversion rate (CR) The percentage of clicks that result in a conversion, such as a sale or sign-up.
Cost per click (CPC) The average cost you pay for each click on your ad.
Quality score A score that Google assigns to your ad based on its relevance and performance, can affect your ad rank and cost per click.

When analysing your ad group performance, it’s important to look beyond just the metrics and consider the context of your business goals and target audience. For example, a high CTR may not necessarily translate to a high conversion rate if your ad copy isn’t effectively targeting the right audience.

By regularly monitoring and analysing your ad group performance, you can identify areas for improvement and make informed optimisations to your Google Ads campaign. Don’t underestimate the power of data-driven decisions!

Scaling Ad Groups for Growth

Now that you have optimised your ad groups for peak performance, it’s time to scale them up for growth. By expanding your Google Ads account, you can attract new audiences and reach wider markets, driving traffic and sales.

Here are some strategies for scaling ad groups and expanding your Google Ads:

  1. Target new keywords: Conduct additional keyword research to identify new, relevant keywords that align with your business goals. Add these keywords to existing ad groups or create new ones to target specific themes.
  2. Create new ad groups: Consider expanding your account by creating entirely new ad groups for different products or services. This will help diversify your ad portfolio and reach new audiences.
  3. Expand your targeting: Experiment with new targeting options, such as demographics, geographic locations, and device types. These options can help you reach new, untapped audiences.
  4. Test new ad formats: Try out new ad formats, such as responsive search ads or image ads. These formats can help your ads stand out and attract more clicks and conversions.
  5. Increase your budget: Consider increasing your daily budget to accommodate the growth of your account. This will allow you to reach more people and drive more traffic to your website.

Remember, scaling your ad groups for growth is an ongoing process. Continuously monitor and optimise your campaigns to ensure maximum performance and return on investment.

Tracking Ad Group Performance

Tracking the performance of your ad groups is essential for measuring success and identifying areas for improvement. As we mentioned earlier in this article, Google Ads provides several metrics and reports to help you evaluate your ad group’s effectiveness.

Conversion tracking is a powerful tool that lets you measure the number of conversions generated by your ads. By setting up conversion tracking, you can see which ad groups are driving the most conversions and adjust your campaigns accordingly.

Another useful tracking method is Google Analytics integration. By linking your Google Ads and Google Analytics accounts, you can gain deeper insights into how users interact with your website after clicking on your ads. This can help you refine your targeting and ad copy to drive even better results.

Regularly monitoring your ad group performance and making data-driven optimisations is key to achieving your business goals with Google Ads. Take advantage of the tracking tools available to refine your ad group strategies and drive better results.


Congratulations! We hope you found our guide on creating and optimising Google Ads ad groups informative and useful. By implementing the strategies and best practices outlined in this article, you can improve the effectiveness of your ad campaigns and create more compelling ads that drive conversions.

Remember, creating well-structured ad groups with relevant keywords is key to success in Google Ads. Ongoing optimisation and monitoring of your ad group performance will help you make data-driven decisions and identify areas for improvement. As you continue to refine your ad group strategies, consider scaling your campaigns for growth and reaching new audiences.

Thank you for reading, and best of luck with your Google Ads ad group creation and optimisation!


Q: How do I create Google Ads ad groups?

A: To create Google Ads ad groups, follow these steps:
1. Sign in to your Google Ads account.
2. Click on the “Campaigns” tab.
3. Select the campaign for which you want to create ad groups.
4. Click on the “Ad groups” tab.
5. Click on the “+ New ad group” button.
6. Enter a name for your ad group.
7. Choose your targeting options and set your bids.
8. Add relevant keywords and create compelling ads.
9. Click on “Save” to create your ad group.

Q: Why are ad groups important in Google Ads?

A: Ad groups are crucial in Google Ads because they help organise your ads and keywords into specific themes. This allows for more targeted and relevant advertisements, which promotes higher click-through rates and conversions. Ad groups also contribute to a well-structured account hierarchy, making it easier to manage and optimise your campaigns.

Q: How should I conduct keyword research for ad groups?

A: When conducting keyword research for ad groups, consider the following tips:
1. Start with a broad list of relevant keywords related to your business.
2. Use keyword research tools such as Google Keyword Planner or SEMrush to identify additional keywords.
3. Analyse search volumes and competition levels for each keyword.
4. Prioritise keywords that have high search volumes and low competition.
5. Group your keywords into themes that align with your ad group structure.
6. Ensure your keywords are highly relevant to your target audience and business goals.

Q: How do I structure my ad groups in Google Ads?

A: To structure your ad groups in Google Ads, follow best practices:
1. Group ads and keywords into specific themes or product categories.
2. Have a clear and logical naming convention for your ad groups.
3. Ensure each ad group has a focused theme and specific target audience.
4. Use ad group-level targeting options, such as location targeting or device targeting if applicable.
5. Regularly review and refine your ad group structure to optimise performance.

Q: How do I create compelling ad copy for my ad groups?

A: To create compelling ad copy for your ad groups, consider these strategies:
1. Write attention-grabbing headlines that entice users to click.
2. Highlight unique selling propositions or key benefits of your products or services.
3. Use persuasive language and action-oriented call-to-action statements.
4. Consider using ad extensions, such as site links or callout extensions, to provide additional information and increase visibility.
5. Test different variations of your ad copy to identify what resonates best with your target audience.

Q: How can I optimise my ad groups for performance?

A: To optimise your ad groups for performance, try the following tactics:
1. Regularly review and refine your keyword list to ensure it’s highly relevant and aligned with your campaign goals.
2. Conduct A/B testing of different ad variations to identify high-performing ads.
3. Adjust your bids based on performance data and set bid adjustments for specific targeting options.
4. Experiment with different targeting options, such as demographics or time of day, to identify your most valuable audience segments.
5. Monitor your ad group’s performance metrics and make data-driven optimisations as needed.

Q: How can I monitor and analyse the performance of my ad groups?

A: To monitor and analyse the performance of your ad groups, follow these steps:
1. Use Google Ads’ reporting features to view key performance metrics, such as click-through rates, conversion rates, and cost per acquisition.
2. Set up conversion tracking to measure the effectiveness of your ad groups in driving desired actions, such as purchases or form submissions.
3. Utilise Google Analytics integration to gain deeper insights into user behaviour and website interactions.
4. Regularly review and compare performance data to identify trends and areas for improvement.
5. Make data-driven decisions based on your analysis to optimise your ad groups.

Q: How can I scale my ad groups for growth in Google Ads?

A: To scale your ad groups for growth in Google Ads, consider these strategies:
1. Expand your target audience by targeting new demographics or geographical regions.
2. Experiment with different ad formats, such as video or responsive ads, to reach a wider audience.
3. Research and add relevant, high-volume keywords to your ad groups.
4. Increase your bids or budget to capture more impressions and clicks.
5. Continuously monitor performance and adjust your strategies based on data analysis.

Q: How can I track the performance of my ad groups in Google Ads?

A: To track the performance of your ad groups in Google Ads, try the following methods:
1. Set up conversion tracking to measure the number of conversions generated by your ad groups.
2. Utilise Google Analytics integration to track website interactions and user behaviour.
3. Use custom URL tags to track specific campaigns or ad variations.
4. Regularly review performance metrics, such as click-through rates, conversion rates, and return on ad spend.
5. Implement tracking pixels or third-party tracking tools if necessary for advanced tracking needs.

Q: What should I take away from this guide on Google Ads ad groups?

A: By following the strategies and best practices outlined in this guide, you can create and optimise ad groups in Google Ads to drive customer-converting ads. Remember to conduct thorough keyword research, structure your ad groups logically, create compelling ad copy, and continuously monitor and analyse performance for data-driven improvements. Start maximising your Google Ads success today!

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