Simplify to Scale: Why Leaner Google Ads Accounts Drive Bigger Profits
Introduction
When it comes to Google Ads, complexity often feels like control – more campaigns, more ad groups, more keywords.
But in practice, bloated account structures slow down learning, scatter your data, and make optimisation harder. Google’s algorithm performs best when it has focused, consistent signals to learn from.
The highest-performing accounts we audit are rarely the most complex. They’re the simplest – because simplicity creates clarity, faster learning, and stronger profit growth.
3 Common Complexity Leaks in Google Ads
1. Too many campaigns
Do your active campaigns each generate enough conversions (50–100 per month) for Google to learn effectively? When data is spread too thin, optimisation stalls.
2. Fragmented ad groups
Are multiple ad groups targeting the same keyword theme? Duplication divides performance data, slows learning, and makes decision-making harder.
3. Redundant keywords
Do you still carry hundreds of keywords that drive fewer than 10 impressions a month? These clutter reports and create noise without contributing value.
Case in Point: The 1,200 Ad Group Problem
We audited a retailer with over 1,200 ad groups.
The result:
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80% delivered zero conversions in the previous month
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Budget was too fragmented for Google to optimise
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Valuable time was wasted managing campaigns with no real impact
After consolidating the structure, data pooled into fewer, stronger campaigns. Learning accelerated, CPCs fell, and profit increased – proving that simplicity, not complexity, drives growth.
The Founder’s Checklist: Account Structure
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Do our active campaigns deliver enough conversions to fuel learning?
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Are ad groups consolidated, or do we have duplicates targeting the same themes?
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How many keywords generate fewer than 10 impressions a month?
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Do we have a process to regularly prune low-value campaigns and keywords?
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Has our structure been simplified so Google can learn faster and cheaper?
Closing Note
Complexity doesn’t equal sophistication – it usually equals wasted spend, slower optimisation, and hidden leaks.
Simplifying your account structure frees budget to work harder and helps Google learn faster – so every pound of ad spend works toward real profit, not noise.
