Hey Sage · Free Google Ads structure tool · AUD
Build the
clean account
Google Ads account structure builder for ecommerce
Turn your budget, catalogue and business constraints into a clean Search, Shopping and Performance Max blueprint. Every split has to earn its place.
Separate only for a business reason.
Google recommends consolidating Performance Max wherever goals, budgets and targets can genuinely be shared. A new campaign is justified when a market, budget, bid target, margin model, conversion goal or promotion needs independent control—not because another dashboard row would be nice.
This builder reserves the Search budgets you supply, then puts the balance into the core retail campaign. It shows how many purchases that total budget could support at your target CAC without presenting the number as a forecast.
Purchase value and currency must reconcile before a value-based campaign can learn from them.
Titles, prices, availability and landing pages are part of the ad—not admin work after launch.
Fund Brand Search from actual forecast demand, not a generic share of total budget.
Keep compatible products together until a different budget, target or goal requires control.
Build around proven customer intent and specific landing pages, not one ad group per keyword.
Use asset groups for distinct product stories; do not use them as decorative folders.
The arithmetic behind the blueprint.
Target CAC
Target CAC = AOV ÷ target ROAS. If AOV is $120 and the target is 3×, the account has $40 of media cost per target order.
Target order capacity
Orders at target = monthly budget ÷ target CAC. This is the number the budget can carry if the target is achieved. It is not a promise that demand or conversion volume exists.
Campaign budget
Core PMax budget = total budget − Brand Search cap − supported non-brand Search cap. If the feed is not usable, the balance remains unallocated rather than being disguised as a recommendation.
Official guidance used
The logic follows Google’s guidance on Performance Max consolidation, theme-based asset groups, product data quality and value-based bidding. Reviewed July 2026.
Google Ads structure FAQ
What is the best Google Ads account structure for ecommerce?
The cleanest structure usually has a consolidated retail engine, Brand Search where measurable demand exists, and focused non-brand Search only where search volume and landing pages support it. Separate campaigns when goals, budgets, targets or markets genuinely differ.
How should I structure Performance Max campaigns by budget?
Budget alone should not create extra campaigns. First identify which products can share a goal and target, then show how much target conversion volume each proposed split would receive. Smaller budgets generally expose the cost of fragmentation faster.
Should I split PMax campaigns by product category?
Only when categories need different budgets, ROAS targets, markets or business treatment. If they only need different creative and landing pages, keep one campaign and use distinct asset and listing groups.
Do ecommerce brands need separate brand and non-brand Search campaigns?
Separating them can provide clearer budget, messaging and query control. Brand budget should come from actual forecast demand, while non-brand Search should be limited to themes with evidenced intent.
Is Performance Max or Standard Shopping better for ecommerce?
They offer different control and reach. If you already run Standard Shopping and want a fair comparison, use Google’s campaign experiment rather than overlapping the same products and drawing conclusions from an uncontrolled result.
How much budget do I need for ecommerce Google Ads?
There is no universal minimum that makes an account viable. Work backwards from target CAC, available search demand and the number of independent campaign cells. If every split can only support a handful of target orders, simplify.
How many asset groups should a PMax campaign have?
Use one per meaningful product, audience or seasonal theme that needs its own coherent assets and landing page. Do not create an asset group for every SKU or for reporting convenience.
When should countries and currencies use separate campaigns?
Separate them when currency, language, product availability, destination, fulfilment, target or budget differs. Compatible countries can share a campaign only after product pricing and feed behaviour are verified.
Want the live account cleaned up?
Hey Sage can audit the campaigns, conversion data, Merchant Center and search terms—then show you exactly what should merge, split, stop or stay alone.
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