When you’re starting with Google Ads, one of the most common questions is: how many ads should I create per campaign? The answer is simple but strategic: create at least two ads per ad group.
This number is ideal for testing and finding out which variation performs better. In this guide, I will explain why this practice is important and how you can optimize your ads to achieve the best results.
The hierarchy in Google Ads: campaign, ad group, and ads
Before we talk about quantity, it’s important to understand the structure:
- Campaign: the broadest level, where you define budget, targeting, and network.
- Ad Group: organizes keywords and ads into specific categories.
- Ads: visual or textual messages that appear to your target audience.
Practical Example:
- Campaign: Google Ads Course
- Ad Group 1: Google Ads Course – Product
- Ad Group 2: Google Ads Course – Pain Points
Why create at least two ads per ad group?
- A/B Testing: Creating two ads allows you to compare variations to discover which performs better.
- Ad 1: Focused on the product itself (example: “Google Ads Online Course – Learn Now”).
- Ad 2: Focused on the customer’s pain points (example: “How to Advertise on Google and Sell More?”).
- Continuous Optimization: By analyzing results, you pause the lower-performing ad and create a new variation to keep testing. This ensures the continuous evolution of your campaigns.
- Efficiency with a Small Budget: If you’re just starting and have a limited budget, creating many ads may be ineffective. Focusing on two relevant ads is the best way to measure results.
Tips for Organizing Your Ad Groups and Ads
- Separate by search intent:
- Focus on the Product: Direct ads about what you offer.
- Focus on the Pain: Ads that solve the audience’s problems.
Example: For a Dreamweaver course:
- Ad 1: “Dreamweaver CC Course – 50% Off!”
- Ad 2: “Learn to Create Responsive Websites in 30 Days!”
- Never edit active ads:
Instead of editing an ad that already has metrics, duplicate it and create a new version. This preserves the performance history. - Traffic volume:
Creating too many ads without enough traffic can make measurement difficult. Start with two ads and scale up as results come in.
Final Strategy: Organize and Test Smartly
For a successful campaign on Google Ads, follow this strategy:
- Create two ads per ad group, one focused on the product and the other on the customer’s pain points.
- Monitor performance and pause the less effective ad.
- Create new variations and continue the constant optimization process.
With this approach, you improve the quality score of keywords, reduce CPC (Cost per Click), and ensure your ads reach the top positions in Google Ads. Remember: quality and organization are the secrets to achieving consistent results and maximizing your investment.
Testing different ads within an ad group is essential to discover what truly works. Start with two well-structured ads, monitor the results, and adjust continuously. With patience and strategy, your Google Ads campaign will grow efficiently and bring valuable conversions to your business.
Ad Extensions: What They Are, How to Create Them, and When to Use Them
Ad extensions are powerful features in Google Ads that make your ads more complete, attractive, and relevant. They add extra information to the ad, such as additional links, phone numbers, or locations, helping the user make decisions faster.
In this guide, you will learn what ad extensions are, how to create them, and why they are essential for your campaigns.
What are ad extensions?
Ad extensions are add-ons that Google Ads offers to expand the content of your ad. In addition to the standard title, description, and link, they allow you to add extra information, such as:
- Phone number for direct contact;
- Additional links to specific pages;
- Physical address for local businesses;
- Prices and special offers.
Why use ad extensions?
- Increase visibility: Ads with extensions are larger and more prominent.
- Improve click-through rate (CTR): More information attracts more attention.
- Increase relevance: Makes it easier for the user to access the information they are looking for.
Practical Example:
When searching for “Chicago packages,” the Decolar ad stands out with sitelink extensions, highlighted phrases, and other information. While other smaller ads lose space, the more complete one has a better chance of receiving clicks.
Types of ad extensions
- Sitelink Extension:
Allows you to add extra links to your ad.
Example: “Packages to Chicago,” “Flight tickets,” “Hotel with breakfast.” - Highlight Text Extension:
Add short phrases that highlight benefits or unique selling points.
Example: “Pay in up to 10x without interest,” “Free cancellation.” - Structured Snippet Extension:
Structures additional information into specific categories.
Example: Destinations: “Chicago, Springfield, Rockford, Naperville.” - Call Extension:
Displays a phone number in the ad.
Essential for local businesses.
On mobile devices, users can click directly to call. - Location Extension:
Displays the business’s physical address and provides easy access with Google Maps.
Ideal for attracting customers near the physical location. - Message Extension:
Allows users to send a direct message to the advertiser.
Example: “Send a message and ask your questions now.” - Price Extension:
Shows product or service prices directly in the ad.
Example: “Travel package to Chicago: $150,00.” - Review Extension:
Displays customer reviews or testimonials, boosting the ad’s credibility.
How to create ad extensions?
- Access your Google Ads account.
- In the left menu, click on “Ads & Extensions.”
- Select the “Extensions” tab.
- Click on “Create Extension” and choose the desired type (sitelink, call, location, etc.).
- Fill in the required information and save.
When to Use Ad Extensions?
- Local businesses: Use location and call extensions to attract nearby customers.
- E-commerce: Add sitelinks, prices, and highlight text to increase relevance.
- Services: Use call and message extensions to facilitate direct contact.
Why are they essential?
Ads with extensions perform much better because they:
- Increase the click-through rate (CTR), which improves the quality score.
- Make the ad more informative and direct.
- Build credibility with features like reviews and highlight phrases.
By using extensions strategically, your ads stand out from the competition, attract more clicks, and increase conversions. Ad extensions are a powerful differentiator in Google Ads. They turn simple ads into robust, informative content, drawing more attention and yielding better results.
By including sitelinks, location, call, or other relevant extensions, you increase the relevance and efficiency of your campaigns. Don’t miss out on using this feature to improve your CTR, reduce costs, and achieve remarkable results.
Why use them?
Using ad extensions is essential for increasing the relevance and performance of your ads. More complete ads, with extra information, attract more clicks, stand out from competitors, and become more appealing to users.
Extensions like sitelinks, calls, and highlight phrases create a more direct and informative experience, encouraging users to interact with your content. Moreover, the first position on Google is crucial: 84% of clicks on mobile devices come from the first ad, according to official Google data.
This means that the more relevant your ad is — aligned keyword in the title, description, and landing page — the better your chances are of reaching the top and displaying your extensions. Investing in ad extensions is not just a competitive advantage, but an essential strategy for maximizing results and acquiring more customers.
Define the right amount of ads
The ideal approach is to start with two ads per ad group, focusing on strategic variations: one targeted at the direct product and the other at the pain points or needs of the target audience.
This way, you conduct controlled tests, identify what performs best, and gradually refine your strategy, always duplicating ads instead of editing them to keep the metric history intact.
Additionally, it’s crucial to organize your campaigns in a structured manner, separating ad groups by search intent (product vs. pain).
This approach improves the quality score of keywords, reduces the cost per click (CPC), and increases the efficiency of your ads.
Apply continuous testing, monitor results, and adjust your strategy as metrics indicate.
In this way, you’ll be able to grow your Google Ads account sustainably and generate remarkable results with the best use of your budget.