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.

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