Small accounts: fewer campaigns than you think
Splitting a low-volume account into many campaigns divides conversion data until nothing can learn. One well-built Search campaign, brand separated, usually beats five fragmented ones.
Growing accounts: split by economics
Once volume allows, separate by what you need to control independently — margin tier, product group, country. Not by what looks tidy.
Always separate
- Brand from non-brand. Non-negotiable, at any size.
- Countries, because the economics differ.
- Prospecting from remarketing, because they answer different questions.
Never
Single-keyword ad groups in a Smart Bidding account, or a separate campaign per product in a large catalogue. Both are structure for its own sake and both starve the learning.