---
title: "Google Ads campaign: structuring an account that converts"
description: "How to succeed with a Google Ads campaign: campaign types, account structure, keywords, bidding and metrics to track for good ROI."
url: "https://publicitefrance.com/en/blog/campagne-google-ads/"
lang: en
translated_from: "https://publicitefrance.com/blog/campagne-google-ads/"
category: "Digital advertising"
publisher: "PubliCité France"
updated: "2026-08-02"
keywords: ["Google Ads campaign", "Google Ads", "paid search", "Google advertising"]
---

# Google Ads campaign: structuring an account that converts

**In short:** Google Ads captures **existing intent** — the user is actively searching. Success comes down to three things: a **clear account structure**, well-chosen **keywords**, and rigorous **conversion tracking**.

## Main campaign types
- **Search**: text ads on Google results. Strong for conversion.
- **Performance Max**: automated delivery across all Google inventories.
- **Display**: banners on the partner-site network.
- **Shopping**: for e-commerce, with product listings.
- **YouTube / video**: for awareness and consideration.

## Structuring your account
A good structure = campaigns by objective/theme, coherent ad groups, tight keywords, relevant ads. The cleaner the structure, the better the **Quality Score** — which lowers cost per click.

## Keywords and bidding
- Choose keywords aligned with **intent** (transactional to sell).
- Use **negative keywords** to avoid useless traffic.
- Steer bids by objective (conversions, ROAS), leaning on automated strategies when data is sufficient.

## Measure and optimise
Set up **conversion tracking** (this is vital), then steer by **cost per conversion** and **ROAS**, not just CPC. Optimise continuously: actual search terms, ads, landing pages.

## FAQ
**How much does a Google Ads campaign cost?**
No universal minimum: cost depends on keyword competition and your objective. Start with a measurable test budget, then scale what converts.

**Search or Performance Max?**
Search offers more control and captures intent; Performance Max automates across all inventories. Many accounts combine both.

**Do you need an agency for Google Ads?**
Not necessarily, but an agency or SEA expert often improves performance, especially on significant budgets.

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*PubliCité France — blog, Digital advertising. French version: /blog/campagne-google-ads/*