How to Organise Your Google Ads Account

Google Ads is the most popular Pay-Per-Click (PPC) advertising system in the world. According to Google, businesses earn an average of £2 in revenue for every £1 spent on Google Ads! However, PPC advertising can be confusing if you’re new to digital marketing. But don’t worry, we’re here to help. In this article, we will explain how you can organise your Google Ads Account to optimise your PPC conversion rates and start winning new business.

Structure Overview

All Google Ads accounts are structured as follows:

My Client Center (MCC)

The MCC is an “umbrella” account used to manage multiple AdWords accounts without having to constantly log in and out of each individual AdWords account. The MCC features a linking system which allows regular accounts to be connected to this single “umbrella” account without login details ever having to be exchanged.


The accounts category is straightforward and easy to understand. Most users will have one account that contains all their activity. For example, if you are a company which owns one brand targeted at a single market, then you are likely to only need one account. However, if your company controls several brands which operate in different markets, you may wish to create multiple accounts for each brand/market.


Within each account, you can manage multiple campaigns. Usually, you should organise these campaigns using broad themes. For example, if your business is a car retailer, then you would perhaps organise your campaigns by vehicle manufacturer e.g. Audi, Mercedes etc.

Ad Groups

Within each of your campaigns, you will create more specific Ad Groups. You can create as many Ad Groups as you want. However, if you are operating on a tighter budget you may want to only create groups which you deem to be essential.

So, what should your Ad Groups actually look like?

Let’s use our example of the car retailer. Under the Audi campaign, you could create Ad Groups for different types of Audi cars e.g. convertible, estate, hatchback, SUV etc.


Under each Ad Group, you need to choose some keywords which will help to trigger your ads. When an internet user searches Google, their search term is matched to a keyword. If their search term matches your chosen keywords, your ad may be triggered. Therefore, choosing the right keywords for your Ad Groups is integral to the success of your campaign.

In order to ensure that your ads are targeted and specific, we recommend using no more than 15 keywords per Ad Group. You should conduct thorough research into your keyword strategy and find out what works best for you.

As stated in this article published by Wordstream, keywords can be broadly organised into the following categories (using an example of Audi):

Brand – keywords containing your brand name or trademarked terms e.g. Audi cars,, Audi products.

Generic – terms related to the types of products or services you offer e.g. convertible cars, estate cars, hatchback cars.

Competitor – the brand names of competitors in your industry e.g. Mercedes, BMW, Volkswagen.

Related – terms that do not directly relate to what you’re selling, but terms which potential customers may be searching for e.g. driving, travel, transport.

When researching keywords, we highly recommend using the Google Ads Keyword Planner. Not only will this tool tell you how many average monthly searches each keyword gets, but it will also tell you how much competition you have for each keyword amongst other advertisers. You should always be aiming to find keywords which have a high number of average monthly searches and a low competition rating. If you’re operating on a smaller budget, you won’t be able to beat your competition for the most popular keywords in your industry. Alternatively, try finding more specific and niche keywords with less competition. Using this strategy will make it more likely for your ads to get the top positions on the results page and the user will be more likely to click your ad and make a purchase, because it’s exactly what they were searching for!


The final piece of the jigsaw is your ads and how they will appear when triggered by a search query in Google. Each of your Ad Groups should have 3 separate ads which direct to the same landing page. A/B test your ads over a period of time and discover which type of ad yields the best results.

Not sure how to write your ads?

We found an amazing resource for you over at Wordstream –> 7 Ways to Write Super-Effective Google Ads (with Real Examples).

Final Thoughts

We hope you found this article useful. If you would like to further discuss your Google Ads strategy (or any of your marketing activities) with an expert at Soft Sell Digital, please do not hesitate to get in touch using the “start your project” button at the top of this page. We’re always happy to help our amazing community of marketers!

Olly Eastham