Google Ads Account Structure Template & Naming

Brand campaigns separated from generic/non-brand

Campaign naming follows [Country]_[Network]_[Goal] convention

Ad groups grouped by tight keyword themes (≤15 keywords each)

Shared negative keyword lists linked to all search campaigns

Remarketing audiences created and applied

Conversion actions grouped by funnel stage

Budget allocation documented per campaign tier

Label taxonomy defined for reporting (product, geo, promo)

Performance Max isolated with its own asset groups

Account-level exclusions (content, IP, apps) applied