How Many Google Ads Campaigns Should You Really be Running?

Are you spreading your Google Ads budget too thin?

Many businesses make the mistake of running too many campaigns simultaneously, which can severely limit their effectiveness. Let’s dive into why focusing on fewer, well-funded campaigns often yields better results.

The problem with too many campaigns

When you have a fixed monthly budget for Google Ads, running multiple campaigns means dividing that budget into smaller portions. This can lead to several issues:

• Insufficient daily budgets: With your money spread across many campaigns, each one may have a very limited daily budget.
• Not enough clicks: Low daily budgets combined with average cost-per-click (CPC) rates often result in very few clicks per campaign.
• Lack of data: Without enough clicks, you don’t generate sufficient data for Google’s algorithms to optimise your campaigns effectively.
• Poor performance: Campaigns with limited data struggle to deliver consistent results or achieve your desired return on ad spend (ROAS).

A real-world example

Imagine you have a monthly budget of £3,000 for Google Ads. That’s about £100 per day. If you’re running 10 campaigns, each campaign might only have £10 per day to work with. With an average CPC of £3-£5, you’re only getting 2-3 clicks per day per campaign. That’s simply not enough to generate meaningful results or data.

The solution: Focus and consolidation

Instead of trying to be everything to everyone, consider focusing on your most profitable products or services. Here’s how to approach it:

• Identify your top performers: Determine which products or services are most likely to drive revenue and conversions.
• Consolidate campaigns: Reduce the number of active campaigns to focus your budget on your best opportunities.
• Increase daily budgets: With fewer campaigns, you can allocate more budget to each, allowing for more clicks and data.
• Monitor and optimise: With more data flowing in, you can make better decisions and improvements to your campaigns.
• Scale gradually: Once you’ve proven success with a focused approach, slowly expand to other products or services as budget allows.

A word on bidding strategies

Many advertisers default to using “Maximise Conversions” as their bidding strategy. However, this approach requires a significant number of conversions (30-50 per month) to work effectively. If your campaigns are spread too thin, you likely won’t hit this threshold, rendering the strategy ineffective.

By consolidating your campaigns and focusing your budget, you’re more likely to generate enough conversions for advanced bidding strategies to work as intended.

When it comes to Google Ads, sometimes less really is more. By focusing on fewer, well-funded campaigns, you give your ads the best chance to perform and drive meaningful results for your business. Take a close look at your current campaign structure and consider where you might benefit from consolidation.

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