Reply To: Started a new job. The agency they use has over 100 ad groups in some campaigns.

[QuantumWolf99]

Over 100 ad groups in a single campaign is insane and suggests the agency either has no idea what they’re doing or they’re intentionally creating complexity to justify their management fees… modern Google Ads works best with consolidated structure not fragmented keyword silos from 2015.

Before calling them out publicly run a performance audit to see if despite the messy structure they’re actually delivering results… sometimes legacy accounts that grew organically over years end up bloated but still perform okay. If performance is good you have leverage to demand cleanup, if performance is bad you have justification to fire them entirely.