A PPC campaign structure is the way platforms like Google Ads organize everything you run, from the top level account down to campaigns, ad groups, and the ads people actually see.
Think of it like a filing cabinet: the account is the cabinet, campaigns are the drawers, ad groups are the folders, and ads are the documents. When your structure is clean, it is easier to control budget, target the right searches, and see what is really producing calls and form fills in Orlando and Central Florida.
How each level works
Account: This is the top layer tied to your billing, user access, and shared settings. In Google Ads, conversions, linked tools (like Analytics), and some shared audiences or negative keyword lists are managed here. Most businesses should run one account per company, then separate services and locations inside it.
Campaign: Campaigns control the big knobs, like daily budget, bidding approach, location targeting (for example, a radius around Winter Park), ad schedule, and the campaign type (Search, Display, Performance Max, and so on). If you want different budgets or different geography, that usually means separate campaigns. If you want help building this out, our PPC management work starts with a structure that matches how you sell in real life.
Ad group: Ad groups sit inside a campaign and hold a tightly related theme, including the keywords (or audiences, depending on campaign type), bids in some setups, and the ads for that theme. A good ad group is narrow enough that one set of ads truly fits every keyword in it, like “emergency plumber” versus “water heater install.”
Ads: These are the headlines, descriptions, final URL (landing page), and the add-ons Google calls assets (sitelinks, callouts, call extensions, and more). You usually run multiple ads per ad group so the platform can rotate and learn which message gets the best response.
What goes where (quick reference)
| Level | What you control here | Good way to split it for a local business | Common mistake |
|---|---|---|---|
| Account | Billing, access, conversions, shared audiences and lists | One account per business (not per service) | Mixing multiple businesses into one account |
| Campaign | Budget, location targeting, schedule, campaign type, major settings | Split by service line, location area, or goal (calls vs forms) | Stuffing different goals or geos into one campaign |
| Ad group | Keyword themes and targeting, ad relevance, organization for reporting | Split by a single service intent (repair, install, emergency) | One giant ad group with dozens of unrelated keywords |
| Ads | Messaging, landing page match, assets like call and sitelinks | Write ads that match the exact theme and city/service area | Sending every click to the homepage |
What this means for your results
Structure is not busy work. It decides how cleanly you can control spend and how clearly your reports answer “what brought in revenue.” For example, an Orlando dentist might run separate Search campaigns for “emergency dentist” and “dental implants,” because those searches have different urgency, different landing pages, and often different cost per lead. If you are still deciding how to group keywords, our FAQ on search intent and the main types of search intent helps you sort “ready to book” searches from research clicks.
If you want PPC to work alongside long-term lead flow, we often pair paid search with SEO so you can keep leads coming even when ad costs rise. And whether it is paid or organic, clean conversion tracking matters, so review our FAQ on tools to measure performance with Google Analytics and Search Console and apply the same measurement habits to your ad campaigns.
If you tell us your services, service area, and what counts as a qualified lead, we can map a simple account, campaign, ad group, and ad layout that fits your business without turning your ad account into a maze.
