What campaign structure do we recommend for Google Ads and Microsoft Ads?

The campaign structure is closely related to the launch of advertising and the start of sales on the e-shop. It’s about splitting campaigns between different campaign types to get the best results from them.

A clear division of campaigns in your Google and Microsoft Ads account can greatly help with managing and optimizing your ads. It is much easier to find weak points that need to be fixed. Good campaign structure often has a positive effect on the overall performance of the advertising account. As a result of good campaigns structure you get to better manage your budget and achieve business goals such as turnover, return on investment (ROAS) and profit faster.

Within the campaign structure, you can have performance campaigns as well as brand awareness campaigns. Keep in mind that each group uses different metrics, and that these two large groups closely affect each other.

How to create the structure of campaigns?

When determining the optimal structure of campaigns, you can start with your available budget. The campaign structure always depends on the spend. If you have bigger budget you can better structuralize the campaigns than with smaller budgets.

1. If you are starting with advertising through Google Ads or Microsoft Ads

If you are starting with advertising, first focus on performance campaigns, i.e. on Shopping or Performance Max campaigns.

Define a specific and measurable goal, for example 500% ROAS. After a few months, when you have already collected data in the campaigns, you can set even higher goals.

With a limited budget, focus on a smaller group of products that can deliver high performance (orders, ROAS). You can very easily filter the products for the Performance Max campaign through BlueWinston.

From the start of advertising, you can completely skip all other campaigns in your Google Ads account. It is enough if you focus on campaigns that will bring you orders as soon as possible.

Be prepared for the fact that even from performance campaigns you may have weaker results in the first 2-4 months. This is for several reasons – for example, because the campaigns have little data.

With a budget of up to €2,000 per month, focus on performance campaigns
and divide the entire budget between different types of performance campaigns.

The structure of campaigns can look like this:

  • 80% of the budget → P.Max campaigns or Shopping campaigns – with BlueWinston you can easily create P.Max campaigns and get better results
  • 10% of the budget → Product text campaigns – these are product campaigns for Google search / Bing and can be prepared from the product feed via BlueWinston
  • 10% of the budget → Category campaigns – these are Google search / Bing campaigns and the user gets into a certain category on the e-shop

After a certain time, you can focus on increasing the performance of running campaigns, for example to increase ROAS from 500% to 800%. If the Performance Max campaign is launched via BlueWinston, you can use our functions to easily optimize the campaign, for example mass pause of non-performing products, built-in scripts and advanced product filtering.

2. If your ads have been running for a longer time period

If you have been advertising through Google or Microsoft Ads for a longer time, and have good results, it is time to consider brand awareness campaigns. Of course, you still need the power of the performance campaigns, but their share of spend may decrease slightly.

In the structure of campaigns with a budget of 10,000€/month, the distribution of the spend could be 70:30 between performance campaigns and brand awareness campaigns.

With a budget of 10,000€/month, you can allocate 70% of the budget to performance campaigns and divide it as follows:

If you have enough traffic (at least 15,000 unique visits to products per month) you can also run RTB Retargeting campaigns, from which you can get guaranteed performance by using RTB network. If you don’t have that kind of traffic, set up and run other types of brand awareness campaigns very carefully.

For brand awareness campaigns, we recommend up to 30% of the whole budget, which you can divide as follows:

  • 20% of the budget → RTB retargeting – to reach users who have already visited your e-shop and viewed your products
  • 10% of the budget → other campaigns (Campaigns for Display Network, RTB campaigns, Youtube campaigns,…)

In the past, it was not possible to use RTB campaigns for smaller and medium sized e-shops. Of course, we made it possible, through the Managino Network, which uses the power of Google DV 360, and AdForm platforms.

Conclusion and summary

As we mentioned, the structure of campaigns in Google or Microsoft Ads account mostly depends on your budget. It also depends on whether you are just starting out with advertising or whether you have already run campaigns for a longer time. Having a clear campaign structure will help you optimize your campaigns.

The campaign structure may be slightly different for your e-shop. You can customize it for your current needs (season, sale, local targeting, etc.). We recommend that you consult with BlueWinston certified PPC specialists and prepare your campaign structure precisely to measure.


There are certain segments where performance campaigns or overall advertising via Google and Microsoft Ads are limited or impossible (e.g. erotic products, e-cigarettes, alcohol). In that case, you can check the possibilities of RTB campaigns through our platforms. Campaigns that cannot be launched via Google and Microsoft Ads can be launched via RTB campaigns most of the time and can be as effective as if you ran them through Google or Microsoft Ads.

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)