Full Definition
A Google Ads account is organised in three tiers: Account > Campaign > Ad Group. The campaign sets the budget, location, and campaign type. The ad group sits inside it and contains a set of related keywords plus the ads those keywords trigger. Ad group structure is critically important. The best practice is to group keywords with highly similar intent together — so you can write ads that are extremely relevant to every keyword in that group. This tight relevance is what drives up Quality Score. Example of poor structure: One ad group called 'Services' with keywords: SEO, Google Ads, social media, web design, branding Example of good structure: Separate ad groups for each service, each with 3–8 closely related keywords and tailored ads. The concept of 'Single Keyword Ad Groups' (SKAGs) takes this further — one keyword per ad group, with one perfectly matched ad. While extreme, it's one of the most reliable ways to achieve Quality Score 9–10 on competitive keywords. Ad groups also determine which landing page to send traffic to. Different ad groups should often point to different landing pages — someone clicking a 'Google Ads management Chandigarh' ad should land on your PPC service page, not your homepage. Actionable tip: Review your existing campaigns. If any ad group has more than 15 keywords, it's almost certainly too broad. Split it into smaller, tighter groups themed around a single intent.