Start from intent
Group keywords by what the user wants right now: problem, solution, comparison, or brand.
Recommended ad group types
- Problem: “improve attribution”, “reduce churn”
- Solution: “marketing analytics platform”
- Comparison: “alternative to X”
Ad copy rule
The top keyword theme should appear in headline 1 and in the landing hero. This improves Quality Score and reduces bounce.
Tip
Don’t mix audiences inside one ad group. If you have SMB and Enterprise, split them.