After managing $12M+ in Google Ads spend across 30+ accounts, we've identified the structures and strategies that consistently outperform the competition.
The Campaign Architecture That Works
Most accounts suffer from poor structure: too many keywords in single match types, no audience segmentation, and bid strategies fighting each other. Here's what we do instead.
Separate Brand vs. Non-Brand Campaigns
Always separate branded keywords into their own campaigns. This protects your brand traffic, allows separate budget control, and prevents brand CPCs from inflating your overall account metrics.
Use Performance Max Strategically
Performance Max campaigns work best when you already have conversion data. We layer them on top of well-performing search campaigns, not as a replacement. Feed them high-quality creative assets and audience signals.
The A/B Testing Framework
We run 3 ad variants per ad group minimum, testing one variable at a time — headline, description, or CTA. This systematic testing is how we shave CPAs and improve CTR consistently over time.
Results
Clients who switch to this structure see ROAS improvements of 2–4× within the first 60 days. The key is discipline, patience, and a commitment to data-driven decisions over gut feelings.