How would you structure a Google Ads account for a business with several product lines?

What the interviewer wants to hear

• Structure around business goals, margins and budgets
• Separate brand and non-brand search
• Group by product line or theme with tightly related keywords
• Use match types and negative keywords deliberately
• Consider Performance Max or Shopping for ecommerce, with clear roles
• Accurate conversion tracking and values

Model answer

I structure the account around how the business makes decisions, mainly goals, margins and budgets. I always separate brand and non-brand search, because brand traffic is cheap and converts well, and mixing it hides how prospecting really performs. Then I create campaigns by product line or by margin level when budgets need to be controlled separately. Inside each campaign, ad groups contain closely related keywords with relevant responsive search ads and landing pages. I use broad match only where Smart Bidding has good conversion data, and I maintain shared negative keyword lists. For ecommerce, I add Performance Max or Shopping campaigns with clear product groups and brand exclusions. I avoid splitting too finely, because Smart Bidding needs enough conversions per campaign. Before anything else, I make sure conversion tracking and values are accurate.

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