Record the baseline
Current performance by campaign, keyword and device. Without it you cannot prove the restructure helped.
PPC Strategy · Delhi NCR & remote
Structure decides what bidding can achieve.
Bid strategies get all the attention and can only work within the structure they are given. An account organised badly cannot be rescued by a clever automated bidding setting.
Short answer
PPC campaign management is the structural work inside an advertising account: how campaigns and ad groups are organised, which bid strategy suits your conversion volume, how budget is allocated, and how negative keywords are maintained. Structure comes first because it determines what any bidding approach is able to optimise.
Grouped by intent and margin
Bid strategy matched to data
Negatives maintained
Budget follows performance
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Account structured around your catalogue?
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01 The premise
Organised for the business, not the catalogue.
Most accounts I inherit are organised the way the business thinks about itself: one campaign per product line, or per department, or per page of the website. It feels tidy and it is the wrong axis. The platform does not care what your departments are. It allocates budget within campaigns, so the campaign boundary should follow the thing you want controlled separately.
In practice that usually means intent and margin. A campaign for people ready to buy should not share a budget with one for people still researching, because the second will consume the first’s money at a better click-through rate and a worse outcome. Similarly, a high-margin service and a low-margin one competing for the same daily budget means the platform optimises towards volume and away from profit.
The second structural decision is granularity, and both extremes fail. Too broad and the ad cannot speak to the search; too narrow and no single ad group gathers enough conversion data for automated bidding to learn anything. The right level is where keywords genuinely share a meaning and there is enough volume to measure — which is a judgement, not a rule.
02 Bidding
Bid strategies, and when each fits.
The main variable is how many conversions you actually record. Choosing above your data volume is the common error.
| Strategy | When it is the right choice |
|---|---|
| Manual or enhanced CPC | Low conversion volume, or a new account with no history. You keep control while data accumulates. Unfashionable and frequently correct. |
| Maximise clicks | Almost never for lead generation. Useful briefly to gather traffic data on a genuinely new campaign, then changed. |
| Maximise conversions | Once you have steady conversion volume. Good when you want as many leads as the budget allows and cost per lead is secondary. |
| Target CPA | When you know what a lead is worth and have enough history for the target to be realistic. Set too low, it simply stops serving. |
| Target ROAS | Retail with revenue values passed back correctly. Requires accurate transaction data or it optimises towards nothing. |
| Maximise conversion value | Where different conversions are worth genuinely different amounts and you can supply those values. |
03 Decisions
Structural decisions worth getting right.
Each one is cheap now and expensive to unpick later.
Structure
- Separate brand from non-brand. Always. Mixed together, cheap brand conversions make expensive prospecting look successful.
- Separate by margin. High and low margin services should not compete for one daily budget.
- Separate by intent. Ready-to-buy and researching audiences need different budgets, different ads and different expectations.
- Separate by geography where it differs. If performance varies meaningfully by city, splitting lets budget follow the better one.
- Keep ad groups tight enough to write to. If one ad cannot speak to every keyword in the group, the group is too broad.
- Keep them loose enough to learn. Automated bidding needs conversion volume. Excessive fragmentation starves every segment.
- Maintain shared negative lists. Applied across campaigns, updated centrally, so a fix in one place protects everywhere.
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Is your account organised around your customers?
Most are organised around the website menu or the product catalogue. Give me view access and I will show you where budget is being allocated against your own interests.
- Structure and bidding reviewed together
- You keep the findings either way
- Restructure planned to protect history
- Same-day reply, all 7 days
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04 Restructuring
How a restructure is done safely.
Rebuilding an account risks losing learning. This sequence protects it.
Keep what earns
Proven keywords and their history move across rather than being recreated from nothing.
Build alongside
New structure created before the old is paused, so there is no gap in coverage.
Switch deliberately
Moved over in stages rather than all at once, so a problem affects part of the account rather than all of it.
Let it settle
Automated bidding relearns after significant change. Judging performance in the first fortnight will mislead you.
— PPC Strategy
Related services.
These sit next to campaign management and are usually bought with it. Same person doing the work in each case.
— Questions
campaign management — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
Around what you want to control separately — usually intent and margin, with brand always separated from non-brand. Structuring by product catalogue or website menu feels tidy but hands budget allocation to the wrong logic.
Once you have steady conversion volume, generally yes — it processes signals no human can. Below that threshold it has nothing to learn from and manual bidding while data accumulates is the better choice. Choosing a strategy above your data volume is the common mistake.
Few enough that one ad can speak to all of them, which usually means a small number sharing a genuine meaning. The counter-pressure is that excessive fragmentation starves each group of the conversion data automated bidding needs.
Always. Brand searches convert cheaply because those people already know you. Mixed into the same campaign, they subsidise and disguise the performance of prospecting, and you lose the ability to see whether new-customer advertising works.
Temporarily, yes — automated bidding relearns after significant changes, so expect an unsettled fortnight. Migrating proven keywords rather than recreating them preserves history, and switching in stages limits the disruption.
Rarely, if it was right. Structure is a foundation and constant rebuilding prevents anything from accumulating learning. Ongoing work is negatives, budgets, ads and bids — structural change should be a deliberate project, not a habit.
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Fix the structure, then the bidding.
Give me view access. You will get an honest read on whether your account is organised around your commercial interests or around your website menu.
- Brand separated from prospecting
- Bid strategy matched to your data volume
- Restructures planned to protect history
- You keep the findings either way
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