Make sense of your Google Ads account before you change it again.

You open the account because results have dropped, but you’re not sure where to start.

There are campaigns you haven’t touched in months, similar keywords spread across different ad groups, and changes someone made that you’re still trying to understand. You can see what everything is spending. Explaining why it’s set up this way is harder.

Maybe you inherited the account. Or maybe you built it yourself, adding another campaign whenever you wanted to try something or fix a problem.

Each change made sense at the time. Now you’re looking at the whole account and wondering how much of it you still need.

Broad match makes that decision harder. You’d like to find more customers, but you’ve also seen what happens when the extra traffic brings enquiries your business can’t use. So you keep checking search terms and adding negatives, while wondering whether you should change the structure itself.

When performance drops, you’ve got plenty of things you could change. What you’re missing is a clear reason to choose one.

And if you manage the account for someone else, simplifying it can be awkward. They’ve spent years seeing more campaigns and more keywords as signs that work is being done. You need to explain why combining or removing some of them could make sense.

Know what each campaign is there to do.

You should be able to look at your account and explain where you’re trying to reach new customers, where you’re protecting existing demand, and what you’re testing.

That means deciding how brand and non-brand searches fit together. It means knowing why you’ve separated certain campaigns and whether DSA or PMax has a useful role in the account.

It also gives you a starting point when results change.

You can check whether the account is recording useful conversions, whether you’ve spread the available data across too many campaigns, or whether you need more time before drawing a conclusion.

You’ll still review search terms and work on your ads and landing pages. But you’ll have a clearer idea of what to investigate before making another change.

That’s what Signal-Rich Structures helps you work through.

Signal-Rich Structures is a self-paced course about organising Google Ads campaigns, ad groups and keywords.

It starts with how Google chooses which keyword or campaign serves a search. From there, you’ll work through when it makes sense to combine campaigns and when there’s a good reason to keep them separate.

You’ll get three example account structures for local lead generation, B2B lead generation and straightforward ecommerce. Use them as starting points, then adapt them to the business you’re advertising.

The course also walks through reorganising an inherited account, including accounts built around single-keyword ad groups or layers of phrase-match keywords.

You’ll work through what to keep, what to combine and how to plan the changes. Restructuring can affect delivery and learning, so reviewing what happens afterward is part of the job.

The aim is to help you look at your own account and make decisions you can explain. You’ll know what each campaign is supposed to contribute and have a practical way to work out what needs attention.