Google finally explains when to consolidate campaigns and when to keep them separate

Google used a recent episode of its Ads Decoded podcast to clarify how it thinks about campaign consolidation in Google Ads accounts. The goal: help advertisers simplify structures without sacrificing performance.

The discussion, hosted by Ads Liaison Ginny Marvin, featured Brandon Ervin, Director of Product Management for Search Ads.

Google clarifies its stance on campaign consolidation: key details

Ervin said consolidation is not an objective in itself for Google Ads account structures. The primary aim is to achieve equal or better performance with less structural complexity.

He explained that automation is changing how campaigns should be organized and that, in most cases, the machine can outperform humans on bidding decisions.

• Google's guidance focuses on strengthening data signals and reducing unnecessary account structure complexity to improve performance.
• Many legacy, highly segmented account designs were rational when manual or semi-automated bidding models were the norm.
• Advertisers still have meaningful control, but it now operates more through automation settings and bidding strategies than through maintaining many separate campaigns.
• Marvin described the move toward leaner structures as a "mindset shift" for practitioners who are used to granular setups.
• Segmentation remains appropriate when campaigns reflect distinct budgets, product categories, or regions that align with how a business operates.
• Ervin cited roughly 15 conversions within 30 days as a useful reference point for stable automated bidding performance.
• He noted that shared budgets and portfolio bidding can combine conversion data from multiple campaigns to help reach that level.

Ervin oversees product development across core Search and Shopping ad automation features, including query matching and Dynamic Search Ads. His team is also responsible for Smart Bidding, budgeting tools, and AI-based systems within Google Ads.

Background context on Google Ads structures and automation

Ervin explained that earlier Google Ads accounts often relied on tight segmentation by match type, theme, and region. Those designs supported manual bidding approaches that required detailed control over queries, budgets, and targeting.

He contrasted those models with Smart Bidding and AI-driven systems that use larger data sets across queries and auctions. Campaigns with more conversion data, he said, give Smart Bidding more signals to optimize against, which can improve results.

During the episode, Ervin confirmed that segmentation is still appropriate when it mirrors concrete business differences. Separate product lines, distinct business objectives, and regional operations were cited as examples that justify separate campaigns or conversion goals.

He also clarified that the 15-conversion reference applies at the level where bidding decisions are made, not strictly per campaign. Shared budgets and portfolio bidding strategies can pool conversions from several campaigns to reach that volume and stabilize performance.

Ads Decoded is a Google-produced podcast series that explains advertising product changes and guidance for practitioners. Marvin hosts the series as Google's Ads Liaison, connecting product teams with advertisers.

Source citations

The following source contains the official statements referenced above:

• Google Ads Decoded podcast episode on campaign and ad group consolidation