In 2025, managing a high-performing Google Ads account isn’t just about keywords and creatives — it starts with structure. Whether you’re a NZ e-commerce brand or an AU B2B company, your account structure determines how efficiently you scale, test, and optimise performance.
The old ways of campaign duplication and granular segmentation are being replaced by smarter, cleaner frameworks that allow Google’s AI to do what it does best — with the right inputs.
Here’s what the best-performing accounts are doing now.
Why Structure Matters More Than Ever
- AI-driven bidding needs aggregated data to learn efficiently
- Poor structure leads to overspend and internal competition
- A well-organised account is easier to audit, manage, and optimise
- Google’s automation now expects clear signals from structure, not just keywords
Key Principles of Modern Account Architecture
1. Consolidation Over Fragmentation
Avoid breaking campaigns down by micro-criteria. Instead, segment by clear business objectives: product lines, funnel stages, or value tiers.
2. Single Goal per Campaign
Each campaign should drive one core action — whether it’s a sale, demo request, or newsletter sign-up. This gives bidding and reporting clarity.
3. Audience + Intent Alignment
Structure campaigns so the audience and keyword or asset group intent align. Don’t mix TOFU and BOFU goals in one setup.
4. Separate Brand vs Non-Brand
Branded search deserves its own campaign with budget control and precision tracking.
Recommended Structure by Campaign Type
- Search: Organise by funnel stage or service category
- Performance Max: Use asset groups for customer lifecycle or product type
- YouTube: Segment by audience intent (cold, warm, retargeting)
- Shopping: Separate high-margin vs promotional lines
- Remarketing: Distinct display campaigns by behaviour (e.g. cart abandoners vs page viewers)
Case Study – AU Multi-Category Retailer
This retailer had 45+ active campaigns with duplicated targeting and budget cannibalisation. They restructured into:
- 1 core brand campaign
- 3 product category PMax campaigns
- 1 Shopping and 1 Remarketing loop
Within 30 days, CTR rose by 41%, and cost per conversion dropped by 26% — with less manual work.
Key learning: fewer campaigns, stronger signal.
Common Structural Pitfalls
- Too many overlapping campaigns or ad groups
- No naming convention (e.g., ‘Search_LeadGen_NZ_BOFU’)
- Mixed funnel objectives in one campaign
- Overuse of manual bidding and duplicate keywords
Final Thoughts
Your Google Ads account is your performance engine. If it’s cluttered, messy, or unclear — your results will suffer.
In 2025, structure is strategy. Keep it simple, scalable, and aligned with both your business objectives and Google’s automation systems.
Metrics Media helps brands in NZ and AU restructure and scale their Google Ads accounts for growth.
📧 Request a free structural audit: info@metricsmedia.co.nz