Each campaign in your Google Ads account should have a single:
Correct Answer
business goal
Why is this the correct answer?
Each campaign in your Google Ads account should have a single business goal. Structuring campaigns around one clear objective — such as driving sales, generating leads, or building brand awareness — ensures that every element of the campaign (budget, bidding strategy, ad copy, landing pages) is aligned toward the same outcome. Mixing multiple business goals within a single campaign creates conflicting optimisation signals and makes performance measurement difficult. A campaign focused on a single goal allows Google's algorithms to optimise effectively and makes it easier to evaluate ROI.
Why are the other options incorrect?
maximum cost-per-click (max. CPC) bid
A single maximum CPC bid per campaign is not required or practical — different keywords and ad groups within a campaign typically have different bids based on their value and competition.
landing page
Campaigns do not need a single landing page — different ad groups within a campaign can and should point to different relevant landing pages based on the specific keywords and ads.
ad group
Campaigns can and often should contain multiple ad groups organised by theme — having just one ad group per campaign is too restrictive for most advertisers.
Real-World Example
An online retailer splits their Google Ads account into three campaigns: one for brand awareness (maximise impressions), one for product sales (target ROAS), and one for email sign-ups (target CPA). Each campaign's bidding, budget, and ads are fully aligned to their specific goal, making performance reporting clean and optimisation straightforward.