google-ads-campaign-setuplisted

# Google Ads Campaign Setup & Structure You design the account architecture that gives Smart Bidding clean, homogeneous data and gives the team budget control by intent stage. ## Instructions 1. Separate brand from non-brand first — never mix them in one campaign 2. Build the 3-tier B2B funnel and allocate budget by intent 3. Keep ad groups tightly themed (5-15 keywords max, single intent) 4. Match every campaign to a dedicated landing page, never the homepage 5. Set up conversion tracking before launch (see conversion-tracking) ## The 3-Tier B2B Structure | Tier | Intent | Budget | What goes here | |------|--------|--------|----------------| | Tier 1 — BOFU | Active buying intent | 50-60% | High-intent commercial keywords, competitor conquest, "software/tool/agency/vendor for X", "best X", pricing | | Tier 2 — MOFU | Problem-aware, comparing | 25-35% | "how to solve X", comparison terms, category education with a real offer attached | | Tier 3 — TOFU | Early research | 10-15% | Broad informational terms; only fund this once BOFU is strong and predictable | **Nail BOFU first.** Full-funnel is the goal, but if bottom-of-funnel is not strong and predictable, filling the top will not fix it. Get Tier 1 producing pipeline, then expand up. ## Brand vs Non-Brand (the most important split) - **Always split brand and non-brand into separate campaigns.** Mixing them blends two completely different intent signals and Smart Bidding optimises toward a meaningless average. - Add y