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HELP – Need Feedback on Google Ads Campaign Structure & Budget Allocation
Posted by on August 26, 2025 at 2:48 pmHi everyone,
I recently took over managing our brand’s Google Ads account, and I’m fairly new to it. I’d love to get your feedback on our current campaign structure and whether the budget split/strategies make sense.
Here’s what we’re running right now (last 30 days):
- Campaign A – Search (Industry Keywords A): Bid strategy: Maximize conversion value | CTR: 5.5% | ROAS: 2.9 | Budget: 21% | Conv: 65
- Campaign B – Search (Industry Keywords B): Bid strategy: Maximize conversion value | CTR: 7.3% | ROAS: 4.4 | Budget: 27% | Conv: 124
- Campaign C – Search (Competitor Names): Bid strategy: Maximize conversions, Launched 1 week ago | CTR: 6.9% | ROAS: 0 (no conversions yet) | Budget: 2% | Conv: 0
- Campaign D – Performance Max (New Customers Only, Brand as Negative KW): Bid strategy: Maximize conversion value | CTR: 1.2% | ROAS: 2.5 | Budget: 37% (Script showed ~41% spend on Display and ~40% on Search) | Conv: 79
- Campaign E – Shopping: Bid strategy: Maximize clicks, Launched 2 weeks ago | CTR: 0.7% | ROAS: 1.4 | Budget: 13% | Conv: 10
My main concern is Performance Max. It’s driving conversions but takes up the largest share of spend while underperforming compared to Search Campaign B, which uses less budget. Since PMax is set to target only new customers, I’m not sure if that explains the weaker results. A script also showed that about 40% of its spend goes to search, and when I checked the search terms, many of them seemed to overlap with our other three search campaigns. I’m debating whether to pause PMax and reallocate more budget to search instead.
Would really appreciate feedback on a few things:
- Does this campaign structure look sensible overall?
- Are there any obvious optimization opportunities you’d recommend?
- Should I be reallocating budget away from PMax given the performance breakdown?
Thanks in advance, any advice from more experienced Google Ads folks would be super helpful!
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1 Reply
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My question is you mention the structure of your campaigns, but what is the differentiator between campaign A&B in terms of what they target in their industry keywords as well as D and E in terms of their products. If you have the same products in some of these campaigns, they could be competing against each other and artificially raising the CPCs.
Also, what is the budget? Depending on that, you could be spreading yourself too thin. PMAX is known for targeting warm campaigns and it’s possible it could be targeting the same search keywords that you are targeting in your search campaigns so check the search themes to be sure.
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Your structure is fine, the issue is budget weight Campaign B is clearly the highest return yet gets less than a third of spend, while PMax is eating the most budget at weaker efficiency and overlapping search. Shift more budget into B and scale it while holding PMax tighter until it proves incremental value.
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