Ad Group / Advertising Terms Ad Group An ad group is a structural component within a digital advertising campaign that organizes a set of ads around a shared set of keywords, audience targeting or themes. Found in platforms such as Google Ads, Microsoft Advertising and other pay-per-click (PPC) tools, ad groups help advertisers manage and test multiple variations of ad copy while keeping targeting consistent. Each ad group belongs to a broader campaign and contains one or more ads that compete in auctions under the same targeting conditions. The main advantage of using ad groups is control. By grouping related keywords and aligning them with specific ads, marketers can ensure that each search query triggers the most relevant message. For example, in a campaign for a nonprofit, one ad group might focus on “monthly donations” while another highlights “volunteer opportunities,” each with its own set of keywords and tailored messaging. This setup improves both user experience and ad performance, often leading to higher click-through rates and better conversion outcomes. Ad groups also make tracking and optimization more efficient. Marketers can monitor metrics like impressions, clicks and conversions at the ad group level, then test and refine creative assets without changing campaign-level settings. Keeping ad groups tightly themed and well-structured supports better quality scores, which can reduce costs and improve placement. Whether your goal is to drive sales, generate leads or raise awareness, building your campaigns with clearly defined ad groups is a foundational best practice in search engine marketing.