TL;DR Summary:
Google Debunks Consolidation: Campaign consolidation is not the goal; simpler structures enable better AI-driven performance in Google Ads.AI Needs Data Volume: Smart Bidding thrives on 15+ conversions over 30 days, so thin splits starve optimization and hurt results.Keep Business Splits: Retain separate campaigns only for distinct products, goals, or regions that match your operations.Google Sets the Record Straight on Campaign Consolidation Strategy
Google’s recent Ads Decoded podcast cleared up confusion about Google Ads campaign consolidation. Brandon Ervin, Director of Product Management for Search Ads, sat down with Ginny Marvin to address what many marketers get wrong about account structure.
The key message? Consolidation isn’t the goal. Better performance with simpler structure is.
Why Your Old Campaign Structure Made Sense
Ervin acknowledged that granular campaign builds had good reasons behind them. Years ago, tight ad groups and detailed match type splits gave advertisers control they needed.
“What people were doing before was quite rational,” he explained.
When automation was limited, manual control mattered. Segmented campaigns helped manage budgets. Themed ad groups improved relevance. Regional splits made reporting easier.
But Smart Bidding and AI changed everything.
How AI Shifts Google Ads Campaign Consolidation Rules
Smart Bidding systems work differently than manual bidding. They need data volume to learn and optimize. When campaigns are split too thin, the AI gets confused.
“The machine can do much better than most humans,” Ervin said. “This evolution allows you to get equal or better performance with less granularity.”
Think of it this way: Your detailed structure might now hurt more than it helps. Those careful splits could be starving your campaigns of the data they need.
Many advertisers worry consolidation means losing control. Ervin pushed back on this fear. Control still exists, he said. It looks different now.
When Campaign Segmentation Still Works
Google isn’t saying to merge everything into one campaign. Some splits still make business sense.
Keep campaigns separate when you have:
- Distinct product lines with different budgets
- Separate business goals requiring different targets
- Regional splits matching how your company operates
The test is simple: Does this split reflect how your business actually works? If yes, keep it. If it exists because someone said it was best practice five years ago, consider combining it.
The 15-Conversion Benchmark for Optimization
How do you know when Google Ads campaign consolidation has gone far enough? Ervin shared a specific number: 15 conversions over 30 days.
These conversions don’t need to come from one campaign. Shared budgets and portfolio bidding can combine data across multiple campaigns. This helps reach the threshold faster.
If your splits prevent campaigns from hitting 15 conversions monthly, your structure might be working against you.
Real-World Results From Simplified Structures
The author shared their own experience with this shift. They used to build highly segmented accounts for competitive e-commerce brands. Single keyword ad groups were standard practice.
But testing simpler structures revealed something surprising. Accounts with low conversion volume performed better after consolidation. The old “perfect” structure was actually limiting performance by spreading data too thin.
The learning curve felt uncomfortable. Years of best practices suddenly seemed outdated. But results spoke louder than habits.
Making Smart Consolidation Decisions
Don’t rush into major changes overnight. Large structural shifts create volatility if done too aggressively.
Start by identifying splits that clearly align with business priorities. Then evaluate ones that exist mainly because they were once recommended.
Look at your conversion volume. Are campaigns struggling to reach 15 conversions monthly? Consider combining them.
Review your business logic. Do your campaign splits match how you actually operate? If not, simplification might help.
Testing Your Current Account Performance
Before making changes, analyze your current setup. Tools like AdPeekr help you see how competitors structure their campaigns and what performance patterns emerge across different account types.
Understanding industry benchmarks gives you confidence when testing consolidation strategies. You can compare your simplified structure against successful competitors in your space.
What patterns might you discover in your own account structure that could unlock better performance through strategic Google Ads campaign consolidation?
