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How Many Ads Should Be Implemented Per Ad Group

September 5, 2022 in Advertising

Search campaign success truly depends on consumers’ decisions, as their decision happens in a fleeting moment and changes faster than ever. The moment that matters the most is creating an engaging ad to target the potential customers and ensure the targeted message makes them interested. However, running a single ad might not be the best choice to help gather enough data and optimize the ad strength. Now that we’ve set the stage regarding the importance of engaging consumers, let’s move on to the more pressing matter, the question that begs everyone’s attention: How many ads should be implemented per ad group?’.

The simple answer to this would be multiple ads. It can help optimize and engage targeted consumers since Google will rotate the ads and determine the one which performs well and helps improve the campaign performance overall.

See Also: Top 5 Benefits Of Using Responsive Display Ads

How to Establish a Successful Ad Campaign

However, the ideal practice is to have 3 to 5 ads per ad group, and the one suggested by Google itself is to have at least three quality ads per group. Out of which two must be Expanded Text Ads and 1 Responsive Search Ad to have a successful ad campaign. Responsive search ads are essential to check performance and analyze data to learn what resonates with the audience and help increase engagement in the campaign.

ad campaign- how many ads should be implemented per ad group

Apart from the number of ads per ad group, relevance is another critical factor. In order to respond to the topic of how many advertisements should be used per ad group, let’s look at an example of a responsive search ad. Let’s pretend that your company sells shoes, more precisely sneakers. A sneaker-loving customer is more likely to engage with a sneaker ad than a generic type of shoe ad. Specifying details regarding the sneaker your business offers will help the ad group campaign be more relevant. It will help to have high-quality advertisements, allowing engagement and better performance.

Now, we’ve established that it’s ideal to have at least 3 to 5 ads and multiple ads at times per ad group. Let’s look at the advantages of the same.

See Also: What’s A Key Objective In Delivering Ad Extensions?

More Qualified Clicks

Multiple ads generate multiple clicks for the ad campaign.

how many ads should be implemented per ad group

It targets a specific audience and a range of audiences. It will satisfy the user experience and help understand which kind of message or ad works best for the campaign.

Test Ad Copies

Considering our first point again, multiple ads help engage various audiences. Having numerous ads in an ad group helps collect and analyze the data about the engagement.

test ad copy

It helps optimize the performance further by knowing which ad targets a considerable amount of consumers.

See Also: What is the cost of Advertising in Newspaper?


When it comes to a targeted audience, structuring is an essential feature, and under which comes themes of ad groups. Most people structure their ad campaign to specifically target an audience with relevant products under some categories. Ad groups should have the same structure and theme to maintain uniformity.

Targeting the Search Terms

When there are numerous ads in an ad group with different text and descriptions, the campaign changes to match the search terms.

targeting search terms

Also, users should take advantage of the ad rotate feature by Google. t will enable the adverts to rotate on schedule and lower the likelihood that the same targeted audience would see the same advertisement twice. And helps expand the audience reach.

Different Ad Types

Apart from the plain text ad, there are various types available. Since there are multiple ads, we can’t just stick with images or text ads. There is a need to have variations and utilize the other types present.

different ad types

Some are video ads, image ads, dynamic ads, and more.

See Also: 6 Amazing Benefits Of Advertising For Your Business


It is advisable and an ideal practice to have a keyword that targets your audience and is a core purpose of your business. In our example mentioned of sneaker business, the shoe is a generic keyword, but sneakers can consider as keywords.


There is a potential that the ad won’t be taken into account during search keywords if its concentration is on a very general phrase that is used as the keyword.


How many advertisements should be used per ad group? Let’s review the key components of increasing engagement on advertising campaigns as we draw to a close. The first and foremost is structuring the ad campaign properly; the next is to have at least 3 to 5 relevant ads per ad group. Lastly, multiple ads per ad group must be specific and relevant to the targeted audience.

When dealing with different advertising inside the same ad group, keywords should once more be taken into account since they assist target a certain audience ad groups that are assisting in audience engagement should be chosen.It optimizes the overall performance of the ad campaign and helps serve a range of audiences effectively.

See Also: What Is A Good ROAS (Return On Ad Spend)?


What is the difference between a campaign and an ad group?

Ad groups are positioned at one level below campaigns in the account structure, which is the biggest difference. While ad groups manage the bids/CPC, audience/targeting, placement, and delivery methods selected to draw in the audience, campaigns directly control the objective and budget.

What is Google Ads hierarchy?

Account, campaigns, and ad groups are the three divisions that make up Google Ads. An exclusive email address, password, and payment information are connected to your account. Where your advertisements are presented depends on the budget and settings for your campaigns.


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Aloukik Rathore Aloukik Rathore is a Delhi-based entrepreneur, Blogger, digital marketer, and Co-founder of Cannibals Media, a modern-day digital marketing company. He started blogging at the tender age of 16 and has been in the digital marketing industry ever since. He specializes in content marketing strategies, link building, and off-page SEO. More posts by Aloukik Rathore