The same word can hide different needs
A search for "outdoor kitchen" can lead to initial research, while "stainless steel outdoor kitchen price" may point to a comparison close to purchase. There is no certainty about the intent of a single person, but you can build a hypothesis that guides the ad and the landing page.
Keyword Planner helps you discover ideas and filter them. Volume and competition data are material for planning, but they are no substitute for checking the actual search terms and inquiries.
When to split campaigns and when to split ad groups
Our recommendation is to split a campaign when you need different control over budget, area or goal. Within a campaign you can group topics that share the ad and the landing page. There is no automatic advantage in splitting every word into a separate campaign.
For a business with a limited budget, start with services that can take on customers and whose results can be measured. Create a clear match between the ad's promise and the page content. A search for a professional service should not land on a general page that the visitor has to decipher again.
How to improve the structure after launch
Check which searches led to suitable inquiries, and not only which words gathered clicks. If job searches, study searches or areas you don't cover come in, look at exclusions and wording. Avoid a blanket exclusion of a word that can also appear in a relevant search.
Document cost, inquiry quality and the requested service. As a hypothetical example, a more expensive ad group can be better if it brings profitable projects. A structure change should solve an identified problem - budget control, relevance or reporting - and not just create an account that looks tidier.
Source and further reading
Facts about the platform are based on the linked source. The working recommendations and examples are our professional analysis. Checked on October 25, 2026.
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