Re-architecting Google Ads for an intent-driven search era
Google Ads is evolving rapidly, moving beyond keywords to embrace intent, automation, and AI-driven signals. Search is no longer about matching words, it's about understanding the customer's journey and intent.
Why do we need to rethink Google Ads?
- Google Ads is now intent-driven and AI-powered
- Broad match + smart bidding outperforms hyper-segmentation at scale
- Search behaviour has changed
Google Ads AI essentials
Measurement fundamentals
The data foundation that AI learns from.
AI ready account structure
Fewer, stronger campaigns the machine can learn from.
Keyword & creative quality
Sharper inputs, matched to intent and theme.
Merchant Centre excellence
Clean, compliant product data feeding every surface.
Account restructure process
Review
Review current campaigns. Analyse the performance of existing campaigns. Identify strengths, weaknesses, and areas for improvement.
Consolidate
Campaigns consolidation. Keyword redistribution. Ensure no loss of historical data during the process.
Expand
Expand existing keywords. Generate keyword lists tailored to the new campaigns if applicable.
Refine creative
Tailor ad copy and creatives to align with the themes of each ad and asset group. Optimise messaging to improve relevance and click-through rates.
Next steps
Phase 1 · Audit & Insights
Completed- Review all current campaigns and structure
- Analyse performance data
- Map strengths, gaps and optimisation opportunities
Phase 2 · Consolidate & Rebuild
- Consolidate campaigns to reduce overlap and inefficiencies
- Redistribute keywords into tightly themed groupings
- Preserve historical data and performance signals
- Implement the new streamlined structure
Phase 3 · Expand & Scale Coverage
- Build additional keyword lists aligned to the new structure
- Identify missed search intent and growth opportunities
- Add relevant variations, long-tail terms and modifiers
- Ensure full coverage without unnecessary duplication
Phase 4 · Refine Messaging & Creatives
- Rewrite ad copy to match each ad group's theme and intent
- Align messaging with keywords, offers and user needs
- Improve relevance to boost engagement and CTR
Phase 5 · Achieve Merchant Center Excellence
- Audit the product feed for errors, warnings and disapprovals
- Optimise titles, descriptions and attributes for search relevance
- Maintain feed health to maximise Shopping and PMax performance
One AI-ready account.
Google Ads onboarding
A comprehensive, step-by-step review of every existing account element before we plan anything new. This phased approach prioritises optimisation first — campaign structure, targeting, tracking and reporting — so the account is running at peak efficiency before we scale up with new campaigns and bigger initiatives.
Structure & foundations
Campaign naming conventions
Align every campaign to the Ecom Naming Convention Guidelines for consistency and accurate reporting across channels.
Labels
Audit existing labels for organisation and reporting accuracy; introduce new ones where workflow clarity needs it.
Conversion actions
Review every conversion action against business objectives and fine-tune tracking settings for accuracy and reporting quality.
Account structure
Assess the campaign's structure and identify opportunities for more logical organisation and better performance.
Targeting & reach
Keywords
Review and optimise keywords by campaign for relevance and coverage, expanding lists to widen reach without losing strategic focus.
Negative keyword lists
Audit and expand negative keyword lists to cut wasted spend, sharpen targeting and lift overall ROI.
Audiences
Analyse target audiences against your demographics and audience strategy to improve relevance and performance.
Targeting
Reassess geographic, demographic and device targeting settings to optimise reach and efficiency.
Experiments
Review any running experiments for contribution to performance goals, and introduce new ones to test innovative strategies.
Search term & ad intent
Investigate the intent behind search terms and the intent behind each ad to make sure what's triggering matches what's being served.
Creative & quality
Ad extensions
Review and optimise ad extensions so they're fully aligned with the ad strategy and lift campaign performance.
Ad copy
Fully review ad copy for relevance to audience intent and keywords, testing new variations to improve engagement.
Ad strength
Evaluate ad strength across the account and close gaps to improve performance and Quality Score.
Asset group strength
Review responsive ad asset groups — headlines, descriptions, images — to ensure every element is optimised for relevance.
Brand guidelines
Check ad copy and assets against your brand guidelines so every campaign stays on-tone and on-brand.
Governance & reporting
Policy compliance
Review every ad and campaign against Google Ads policy to minimise disapprovals and penalties.
As the account matures, we'll evaluate new campaigns for upcoming promotions, seasonal sales and product launches, close any gaps in targeting and audience reach, and keep testing new strategies, ad formats and bidding models — timed to maximise impact and stay responsive to market trends.
Account restructure
The proposed campaign restructure — current → new mapping, keyword redistribution and website taxonomy — will be added here once the account audit is complete.
Month-on-Month
12-month month-on-month performance will be added here once connected to the client's reporting.
Product Performance
Product-level performance (last 60 days, by campaign) will be added here once connected to the client's reporting.