Your new client’s Google Ads account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?
Correct Answer
Create new ad groups with related keywords grouped together
Why is this the correct answer?
When reorganising a client's account with hundreds of keywords in a single ad group, the best practice is to create new ad groups with related keywords grouped together. Tightly themed ad groups allow you to write highly relevant ad copy for each group of keywords, improving ad relevance and Quality Score. When all keywords are bundled into one ad group, a single ad must serve every keyword — inevitably creating poor relevance for most. Grouping by theme ensures each ad is a close match to the keywords it serves.
Why are the other options incorrect?
Create new ad groups with several keyword match types
Creating new ad groups with several keyword match types without addressing thematic organisation still leaves unrelated keywords competing for the same ad copy — it does not solve the relevance problem.
Remove half of the keywords from the ad group
Removing half the keywords is an arbitrary approach that reduces reach without improving relevance or structure. Removing keywords should be based on performance data, not volume.
Create one ad group for every five keywords
One ad group per five keywords is an overly rigid rule that ignores thematic relevance — five unrelated keywords in one group is still problematic.
Real-World Example
A law firm has 200 keywords in one ad group. An account restructure creates 12 themed ad groups: personal injury, employment law, family law, conveyancing, etc. Each group gets dedicated ad copy referencing that practice area. Average Quality Score rises from 4 to 7, CPC drops 30%, and lead volume doubles within 60 days.