Most Google Ads Accounts Are Built for a System That No Longer Exists
The last few years have seen a huge swath of changes in the world of PPC management. With a matter of months out of the game, we’ve heard peers say that they’re completely out of touch, and no wonder. The days of granular management – obsessing over bids and keyword choice are gone. Instead data is becoming the differentiator as well as AI driven strategies based around relatively new tools in the platforms such as Performance Max (PMax).
For years, Google Ads has been shaped by control, over keywords, over bids and over structure. Campaigns were segmented by match type, device, geography, audience and intent. The more granular the build, the greater the perceived control, and, historically, that control often translated into performance.
Every month, you may not be surprised to read that we audit and review numerous accounts at Black Lab. Without fail, we’re seeing overly complex account structures that, going back to 2018, worked, but now these set ups are actively hindering campaign performance is 2026.
We’re challenging these overly complex set ups, as the granular control is often no longer the way forward. In this article we’re going to explore why we believe this and what we are advising clients to do.
What’s Changed in Google Ads and Why Does It Matter?
Google’s direction has been consistent: simplify structure, strengthen signals, and allow automation to operate with sufficient data and their own guidance is explicit, such as:
- “Use broad match alongside Smart Bidding to capture incremental demand
- Avoid unnecessary segmentation that limits learning
- Structure campaigns around clear business objectives, not internal preferences”
This reflects how the system now makes decisions. Smart Bidding models evaluate signals such as device, location, time of day, query context and user behaviour in real time, far beyond what manual optimisation can replicate, however, those systems require data density to function effectively.
As Google have developed match types and smart bidding strategies, account structures have had to evolve to feed sufficient data to ensure optimal results. We have often seen managers continuing to use an over-complicated campaign structure, which in turn dilutes conversion signals to the platforms.
When campaigns are split excessively; by match type, minor geographic differences or duplicated intent, the system is forced to learn in smaller, weaker data sets. Our PPC Manager, Craig Walshaw, labels this the “Data Starvation Trap™“, as conversion data commonly falls behind the needed threshold and the system can’t then optimise. Smart bidding begins to become ineffective and ROAS stagnates leaving performance optimisation limited.
This, in essence leaves brands in a no-mans land; using these new powerful tools but not seeing the value or results.
Google Ad Account Consolidation: The Black Lab Method
With multiple account set ups as referenced above, minor keyword variations, match types and ultra granular segmentation by service / product are used to segment campaigns. At Black Lab, we push for a consolidated approach to merge campaigns based on where the customer is in their intent to purchase/ enquire journey. To test where users are and what campaigns should merge, we’re asking ourselves the following questions:
- Do these segments require a unique landing page?
- Do they require vastly different creative/messaging?
- Is there a specific budget or ROI target that must be tracked separately?
Aside from intent, working with numerous multi-location businesses the geo-location of each site plays a big part in targeting. So if you have ten campaigns for ten regions, but they all go to the same URL with the same ads, there’s a strong argument to merge them but with this approach, over time, the algorithm determines which geography performs best. In many cases, this means grouping together campaigns that target similar intent, share the same objectives, and drive comparable outcomes, rather than maintaining artificial segmentation.
Campaigns should remain separate where there are genuine differences in economics or execution, such as:
- Different conversion goals or values
- Distinct target CPA or ROAS thresholds
- Meaningfully different products or services
- Separate landing pages or user journeys
- Compliance or regional considerations
Google still recommends structuring campaigns around a clear, singular objective, so simplification should always be applied with intent rather than as a blanket approach.
The Role of AI in Search Is Accelerating This Further
With the expansion of AI Overviews across more than 100 countries in 2024, and the rollout of AI Mode in markets including the UK in 2025, users are increasingly receiving synthesised answers directly within the search experience.
This has two important implications:
- Fewer traditional clicks for early-stage, informational queries
- Greater importance placed on high-intent interactions when they do occur
Google has confirmed that ads can now appear above and below AI Overviews in supported markets, using existing Search, Shopping and Performance Max campaigns. Availability of ads within AI-generated answers is still being rolled out more selectively.
In practical terms, this means advertisers are no longer optimising for volume alone, but for qualified intent and conversion quality. As this becomes more ingrained in search results, the importance of an effective account structure has never been higher.
Google has been very clear in their roadmap that AI Overview ads will be available for those accounts utilising what’s been dubbed the ‘Power Pack, AI Max, Performance Max and Demand Gen. From a search perspective broad match and AI Max are the solutions flagged by Google. The impact is that those accounts that stuck using Exact and Phrase match thinly spread over multiple campaigns are going to fall behind with performance dwindling as the ability to surface on the new SERP real estate.
The Risk Is Not Losing Control but Losing Signal Quality
One of the common concerns around consolidation is a perceived loss of control.
In reality, the bigger risk today is signal dilution. Over-segmentation spreads data too thinly across campaigns, weakening the system’s ability to interpret performance and optimise effectively.
Consolidated structures, when applied correctly, allow:
- Faster learning
- Stronger signal interpretation
- More consistent optimisation across auctions
This is why Google increasingly emphasises the importance of clean, high-quality data and clearly defined objectives over granular manual control.
Where Control Matters in Your Google Ads Account
It’s great combining campaigns based on location or intent phase to build data, the next critical step is the develop guardrails and we advise that managers bid on high-intent actions only.
These safeguards are set in place to avoid AI from chasing easy, low value clicks. In addition to this, we have observed how this consolidation approach can drive the algorithm to pull in brand traffic to non-brand campaigns. To combat this, we’re engaging with Brand Exception rules and developing negative keyword lists to ensure we’re capturing new customers, not just those aware of the brand. Modern campaign types still allow for meaningful control and newer features, including AI-driven Search enhancements, have expanded these guardrails rather than removed them. Other control mechanisms include:
Conversion Tracking and Data Integrity
Automation is only as effective as the data it receives. Accurate primary conversion actions, appropriate use of values, enhanced conversions and consent-aware tracking are now foundational.
First-Party Data
Customer Match, remarketing audiences and CRM integrations allow advertisers to feed high-quality audience signals into the systems o this is increasingly where competitive advantage is built.
Creative and Experience
As targeting becomes more automated, differentiation shifts towards creative, messaging and landing page experience. The system can identify the user, but conversion still depends on what happens next.
Adapt or Be Left Behind
The “New World of PPC” isn’t about who can build the most complex spreadsheet; it’s about who can provide the best data to the AI platforms. The old adage of “Keep It Simple” still stands, complex campaign sets up are no longer delivering results and in fact holding many brands back.
By simplifying structure, you aren’t losing control, you’re gaining the data density required to compete in the era of AI Overviews and thus make better informed decisions based on performance.
If you’re unsure whether your account is in the right place, the Black Lab team regularly reviews and restructures Google Ads’ accounts for brands. Whether working with an in-house team or bolstering the capabilities of a third party, we’re well placed to give you a clear picture of account performance.
