Ad Group

An ad group is a collection of ads and keywords within a Google Ads campaign that cover the same theme or product. With it, you group related keywords with corresponding ad texts so that you can show relevant ads to people searching for specific terms. For an SMB, this means you can create targeted ads by product group or service that match exactly what someone is searching for.

How an ad group works within Google Ads

A Google Ads account consists of campaigns, ad groups and ads. The campaign determines your budget and target area. Within that campaign, you create multiple ad groups, each focused on a specific topic. Say you sell office furniture: then you create separate ad groups for office chairs, sit-stand desks and conference tables. For each ad group, you select 10 to 20 keywords related to that topic. With those keywords, you write 3 to 5 ads that specifically address what someone is searching for. When someone searches for "ergonomic office chair," Google shows your ad from the ad group "office chairs," not conference tables. That's how you increase relevance and click frequency.

Why ad groups are indispensable for targeted ads

Google Ads introduced ad groups to help advertisers show relevant ads. Without this structure, you would have to create a separate campaign for each keyword, which is unworkable. The quality score Google gives your ads is directly related to how well your keywords, ad text and landing page fit together. A tight ad group structure improves this score, yielding lower costs per click and better ad positions. For Dutch SMEs with limited ad budgets, this is crucial: you get more out of every euro you invest.

What ad groups bring to your ad campaigns

With a thoughtful ad group structure, you get more control over your ad spend and results. You can see per product group or service which keywords generate conversions and which ones only cost. This makes optimizing easier: increase the budget for well-performing ad groups, pause weak ones. In practice, we see with SME clients that a structured approach reduces conversion costs by 20 to 40 percent. A well-thought-out SEA strategy always starts with clear ad groups that match how your target audience searches. Combine this with effective ad copy and you have a campaign that is measurably profitable.

Ad groups are not just a technical requirement within Google Ads, they are a strategic tool for efficiently deploying your ad budget. The way you set up ad groups determines whether your ads match search intent and whether you get measurable returns from your campaigns. Below are four concrete applications that make a difference for Dutch SMEs.

Product specific ads for ecommerce stores

An ecommerce store with multiple product categories benefits from separate ad groups for each category. Do you sell sports shoes, running clothes and fitness equipment? Then create three ad groups. In the 'running shoes' ad group, use keywords such as 'running shoes men', 'trailrunning shoes' and 'running shoes with cushioning'. Your ad text highlights specifications that runners are looking for: cushioning, fit, terrain type. The landing page shows only running shoes, not a general sports collection. This increases the chance that someone will click and buy, because each element in the chain matches the search query. Google rewards this relevance with a higher quality score and lower cost per click.

Local services by region or specialty

Een loodgieter of boekhouder die in meerdere steden werkt, kan ad groups per regio inrichten. Ad group 'loodgieter Nijmegen' bevat zoekwoorden als 'loodgieter Nijmegen', 'CV-monteur Nijmegen' en 'lekkage reparatie Nijmegen'. De advertentie vermeldt expliciet Nijmegen, wat vertrouwen wekt. De landingspagina toont lokale referenties en een telefoonnummer met Nijmeegse netnummer. Hetzelfde doe je voor Arnhem, Utrecht of andere werkgebieden. Alternatief: maak ad groups per dienst (CV-onderhoud, lekdetectie, badkamerrenovatie) in plaats van per regio. Beide aanpakken werken, afhankelijk van hoe je klanten zoeken. Test welke structuur de beste resultaten geeft en optimaliseer van daaruit.

B2B campaigns with different buyer personas

Een softwareleverancier die zowel kleine bedrijven als corporates bedient, heeft te maken met verschillende zoekgedrag. Kleine ondernemers zoeken naar 'betaalbare boekhoudsoftware' of 'eenvoudige facturatie'. Financieel directeuren van middelgrote bedrijven zoeken naar 'ERP-integratie' of 'multi-entity accounting'. Maak aparte ad groups per doelgroep. De advertentietekst voor MKB benadrukt gebruiksgemak en prijs, die voor corporate benadrukt schaalbaarheid en compliance. Beide groepen krijgen een landingspagina die aansluit bij hun prioriteiten. Zo voorkom je dat je budget weglekt naar clicks van mensen die niet bij je aanbod passen. Dit verhoogt de conversieratio en verlaagt verspilling.

When ad groups are the right choice and when they are not

Ad groups are essential once you advertise more than five keywords or multiple products. For a one-man business with one service and three keywords, one ad group is sufficient. But as soon as your product range grows or you serve multiple audiences, structure is necessary. Be careful: too many ad groups with too few keywords per group leads to fragmentation. Google needs sufficient data to optimize your ads. An ad group with three keywords that generate ten clicks per month does not provide actionable insights. Aim for at least 10 to 15 keywords per ad group and make sure each group achieves at least 100 impressions each month. Less than that? Merge ad groups or reconsider your campaign strategy.