Short answer
Build each ad group around one shared product, service, theme or customer need, give it a descriptive name, and create separate ad groups when use cases need different messages or landing pages. Put several ads in each group to test different angles on the same theme.
OpenAI's rules of thumb
- One clear focus per ad group
- Descriptive titles so the purpose is obvious in reports
- Separate groups for different messaging or landing pages
- Multiple ads per group
Example
| Business | Ad group 1 | Ad group 2 |
|---|---|---|
| Plumber (OpenAI's example) | Emergency repairs | Preventive maintenance |
| B2B finance software | Close software for NetSuite users | Replacing spreadsheet reconciliations |
B2B tip
Organise by the buyer's question or stage (problem, shortlist, comparison, switching) rather than by your product modules. It makes ad copy and landing pages easier to match.
Questions
How many ads per ad group?
OpenAI doesn't set a number but recommends a high-volume, diverse set. Three to six distinct ads is a practical start.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
