In this instructional video, Aaron Young explains that the optimal Google Ads structure is a single campaign with a single ad group, because smart‑bidding performs best when conversions are concentrated at the campaign level. He clarifies that more conversions do not automatically yield better results; instead, fewer, well‑sized conversion pools improve algorithmic learning. Recognizing that a single‑campaign setup is impractical for most businesses, he outlines four legitimate reasons to create additional campaigns: (1) separating spend by product or keyword while maintaining a minimum of about 20 conversions per week per campaign; (2) accounting for differing cost‑of‑goods‑sold (COGS) or profit margins, especially when high‑margin low‑volume items are mixed with high‑volume low‑margin items; (3) handling distinct geographic or franchise targeting needs; and (4) separating placements or networks (e.g., Search/Shopping vs. YouTube/Display) to manage spend and CPC. He emphasizes that there is no “magic number” of campaigns—each must have a clear strategic purpose, and more campaigns do not inherently improve performance.
Chapters
How many campaigns should you be using in Google Ads? And that's a question that I get all the time. And the response I want to give you is that the ultimate goal is that you want to have one campaign with one ad group running in your account. Now, we all know that for the vast majority of businesses, I would say 99% of businesses, that is actually not practical and logical. So why do I give that advice? And the reason is, is because it is incorrect to think that more conversions equals more results. In fact, the opposite is generally true. Generally the truth. And why is that? Because you do need to remember that the fastest way you're going to get better results with Google Ads is to get smart bidding working in your favor. And for that to happen, you need as many conversions to happen at the campaign level. So with that in mind, that we do know that it's not about having more conversions, you actually want to have the least amount of conversions as possible. What are valid reasons for why you should be having extra conversions? And there's really 4 core reasons. And the first one is, is that you want to separate your spending via products or keywords. So let's just say products or keywords. Now I still do want you to remember that you do want to be really, really sensitive towards the amount of conversions that you can get inside of those individual campaigns. And as a preference, I would prefer you to have more campaigns with more ad groups as opposed to just a whole heap of different campaigns. Remembering that ideally you want to be at least getting about 20 conversions a week. Second reason would be, now this could be your COGS, or it could be your profit margins. Now this becomes especially important if you've got a higher profit product or service that also has a lower volume, because what generally will happen is if you group high volume, lower profit value with high profit volume, lower volume products or services together, the lower volume will generally win. And then it just becomes too hard to really separate out your target bidding and your target CPAs. The third reason would be for your location targeting. Now, this could happen for a number of reasons. One of the reasons could be you could be a franchise and you need to, you need to be able to limit where you're actually showing your products. Or you could be a brand that's marketing into Australia, a smaller population in comparison to somewhere like America or different European countries. And the 4th reason comes back to placements or networks. And what we mean by this is let's just say you're working really, really well on your Search and Shopping Network, and you've actually really maxed out that spend, or you wanna add in some YouTube spending or display spending in order to, you know, really help you reduce those CPC costs. So when it comes to how many campaigns should you be using in Google Ads, there's no magic number. It all comes back to what is best for your business. But remember, please remember, more campaigns does not mean better results for Google Ads. You need to have a clear strategy and reason for every single campaign to exist in your Google Ads account.
