How To BEST Structure a Google AdWords Account

How to BEST Structure a Google Ads Account (2024 Strategy) 

If you’ve ever wondered how to structure a Google Ads account the right way, this guide walks you through exactly how it should be done—and why there really is a best method. 

Is There a Best Way to Structure a Google Ads Account? 

Yes—despite what some may say, structuring a Google Ads account isn’t just a matter of style or personal preference. 

There’s a logical, efficient, and scalable way to do it—whether you manage the account yourself, hand it off to someone else, or grow your team in the future. 

The best structure follows how you view your business—and most importantly, how your website is organized. 

Follow Your Website Structure 

Let’s say your website sells animal food. Your site has major categories like: 

• Dog Food 
• Cat Food 
• Fish Food 

When someone clicks on “Dog Food,” the site dives deeper into options like organic, cheap, or breed-specific products. 

Your Google Ads account should mirror this exactly. 

Campaign Example: 

• Campaign: Dog Food 
• Ad Group 1: Cheap Dog Food 
• Ad Group 2: Discounted Dog Food 
• Ad Group 3: Organic Dog Food 

This structure does two things: 

1. It reflects how your customers search and shop. 
2. It makes your account intuitive for anyone to understand—including future team members or consultants. 

Why This Structure Works 

If someone new joins your team and opens the Google Ads account, they should instantly be able to match your site categories with campaign names. 

• Want to see how “Dog Food” is performing? Look at the “Dog Food” campaign. 
• Want to drill into subcategories? Open the ad groups for organic, discounted, etc. 
• Want to optimize just “Organic Dog Food”? You’re already looking at the right ad group. 

This clarity makes reporting, budgeting, testing, and scaling much easier. 

The Account Structure Is Your Foundation 

Think of account structure as your backbone—the thing that supports everything else. 

Without it: 

• You’ll waste time navigating 
• Optimization gets sloppy 
• It’s harder to scale 
• Handing it off to others becomes a mess 

With the right structure: 

• You gain clarity 
• You save time 
• You make smarter decisions, faster 

Final Thoughts 

The best Google Ads account structure mirrors your website structure and how you view your business. Build your campaigns based on your product or service categories, and break those down into logical ad groups based on real-world search behavior. 

This creates a foundation that’s clean, scalable, and easy to manage—now and in the future.