Short answer
A campaign sets the objective, budget, dates, countries, platforms and audiences. An ad group sets the theme, context hints and bid. An ad is the creative: title, copy, image and landing page. Build campaigns around business goals and ad groups around one product, service or customer need.
What each level controls
| Level | Controls |
|---|---|
| Campaign | Objective, conversion event, budget, dates, countries, platforms, custom audiences |
| Ad group | Theme, context hints, bid strategy, audience bid adjustments |
| Ad | Title, copy, image, landing page URL |
A structure that works
- Separate campaigns for different objectives, regions or product categories
- Several ad groups per campaign to test themes and messages
- Several distinct ads per ad group
- Consistent names, for example REGION_GOAL_THEME
Limits
An ad account can hold up to 5,000 campaigns, 5,000 ad groups and 5,000 ads.
Questions
How many ad groups should we start with?
Enough to separate genuinely different needs or landing pages. For most B2B tests, 3–6 ad groups is manageable.
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.
