Search Campaigns

Last updated: 6 August 2026

1. Executive Summary

Google Ads Search campaigns in 2026 are defined by five non-negotiable principles that separate accounts generating consistent returns from those that stagnate or overspend.

• Consolidate structure around intent, not match type. Fewer campaigns with clearly defined business objectives give Smart Bidding the conversion volume it needs to learn. Over-segmentation is the single most common structural failure in Australian Search accounts.^[3][10][13]
• Pair broad match exclusively with Smart Bidding. Broad match without an automated bid strategy is a budget leak. Used correctly — with strong negative keyword coverage and reliable conversion tracking — broad match is the most efficient scale mechanism available in 2026.^{[1][2][13][14]}
• Build RSAs for machine assembly, not human readability. Provide 15 distinct headlines and 4 distinct descriptions covering different angles — relevance, value proposition, trust, and call to action — then let Google assemble combinations. Pin sparingly.^[8][2][3]
• Set Smart Bidding targets from actual data, not aspirational figures. Starting tCPA or tROAS targets too aggressively relative to recent performance is one of the fastest ways to choke volume. Begin with Maximise Conversions or Maximise Conversion Value, then introduce targets once the campaign exceeds 30 conversions per month.^[3][6][9]
• Treat search terms management as a standing weekly discipline. AI-driven matching and broad match expand query coverage rapidly. Weekly negative keyword reviews, conducted at the theme level rather than individual word level, are the primary control mechanism keeping campaigns on-target.^[1][13][17]

2. Benchmarks and Numbers at a Glance

Metric	Typical range or threshold	Applies when	Source
Average Search CTR — all industries	6.64%	Study of 13,000+ US-based campaigns, Apr 2025–Mar 2026	[89]
Average Search CPC — all industries	USD $5.42 per click	Study of 13,000+ US-based campaigns, Apr 2025–Mar 2026; Australian CPCs will vary by market	[89]
Average Search conversion rate — all industries	8.18%	Study of 13,000+ US-based campaigns, Apr 2025–Mar 2026	[89]
Average cost per lead — all industries	USD $66.69 per lead	Study of 13,000+ US-based campaigns, Apr 2025–Mar 2026	[89]
Average Search CPC — B2B	USD $3.33 per click	Vendor claim; applies to B2B verticals; no stated sample size	[83]
Average Search conversion rate — B2B	3.04%	Vendor claim; applies to B2B verticals; no stated sample size	[83]
Average Search CPA — B2B	USD $116.13 per acquisition	Vendor claim; applies to B2B verticals; no stated sample size	[83]
Average Search CPA — Auto	USD $33.52 per acquisition	Vendor claim; applies to automotive vertical; no stated sample size	[83]
Average Search CPA — Health & Medical	USD $78.09 per acquisition	Vendor claim; applies to health and medical vertical; no stated sample size	[83]
Average Search CPA — E-commerce	USD $38 per acquisition	Vendor claim; applies to e-commerce vertical; no stated sample size	[84]
Minimum conversions for Smart Bidding stability	30+ conversions per month per campaign	Applies when setting tCPA or tROAS; below this threshold use Maximise Conversions first	[3]
Minimum conversions to consider tROAS (value-based bidding)	50+ conversions per month	Applies to ecommerce or revenue-based campaigns; vendor/practitioner guidance	[3][6]
Consolidation trigger — conversion volume	Below 15 conversions per month per campaign	Practitioner threshold for considering campaign consolidation to improve learning	[3]
RSA headlines per ad	Up to 15; Google recommends using all slots	Applies to all RSAs in active ad groups; each headline capped at 30 characters	[5][15][8]
RSA descriptions per ad	Up to 4; Google recommends using all slots	Applies to all RSAs in active ad groups; each description capped at 90 characters	[5][15]
Recommended RSAs per ad group	2–3 RSAs, each with Good or Excellent Ad Strength	Google’s explicit recommendation for active Search ad groups	[8][2]
Recommended keywords per ad group	8–15 keywords	Practitioner consensus for intent-themed ad groups using Smart Bidding	[9][2][10]

3. Campaign Structure and Account Architecture

The dominant structural principle in 2026 is consolidation. Campaigns should be built around distinct business objectives, product categories, or intent tiers — not around match types, device types, or other technical splits that fragment conversion data and impair Smart Bidding learning.^[3][10][13]

When to create a separate campaign

A new campaign is justified when you need a genuinely different budget, bidding target, geographic market, or product-line economic. The most common legitimate splits are:^[10][17][19]

• Brand vs. non-brand: A dedicated brand campaign isolates brand spend, impression share, and bidding from non-brand traffic and protects against competitor conquest terms.
• Geographic markets: Separate campaigns for markets where bid economics, language, or offers differ materially — for example, a national campaign versus a higher-CPC Sydney CBD local campaign.
• High-margin vs. low-margin product groups: When tCPA or tROAS targets need to differ by more than approximately 30%, separate campaigns are justified.
• Competitor campaign: Only where the economics are demonstrably positive and competitor traffic converts at an acceptable CPA.

Ad group structure

Each ad group should represent a single commercial intent or product theme. Keep ad copy, keywords, and landing pages tightly aligned so RSAs can assemble meaningful combinations. The practical keyword range is 8–15 per ad group.^[9][2][10] Single keyword ad groups (SKAGs) are no longer the recommended default; intent-based grouping with Smart Bidding handles query matching more efficiently than rigid keyword isolation.^[1][10][13]

Consolidation triggers

Review campaign structure for consolidation when any campaign is generating fewer than 15 conversions per month — at that volume, Smart Bidding cannot learn reliably and tCPA or tROAS targets will oscillate or restrict delivery.^[3] Merging low-volume campaigns into a single campaign by intent theme is preferable to running multiple campaigns in perpetual learning mode.

Account-level architecture pattern

The recommended 2026 architecture for a mid-size Australian account is:^[3][9][10]

• Campaign 1 — Brand: Exact and close-variant brand terms, separate budget (typically 10–20% of total Search budget), Manual CPC or Maximise Clicks.
• Campaign 2 — Non-brand high-intent: Core service or product terms, broad and phrase match, Smart Bidding (Maximise Conversions → tCPA or tROAS once volume allows).
• Campaign 3 — Competitor (optional): Competitor brand terms, only where cost-per-lead is within 150% of non-brand CPA.

4. Keyword Strategy and Match Types

Match type selection in 2026 is less about controlling which queries trigger your ads and more about controlling how much signal you give Smart Bidding to work with. The three match types serve different strategic roles and should be mixed intentionally rather than applied uniformly.^{[1][2][13][14]}

Match type roles in 2026

Match type	Best used for	Requires	Risk if misapplied
Broad match	Discovery, scale, long-tail coverage	Smart Bidding active; 30+ conversions/month; strong negative keyword coverage	Budget waste on irrelevant queries without Smart Bidding or negatives
Phrase match	Core service/product terms with moderate control	Sufficient budget for coverage; regular search term reviews	Misses long-tail variants; less flexible than broad with Smart Bidding
Exact match	Highest-value proven converting queries	Confirmed conversion data on specific query	Restricted reach; misses close variants that may convert equally well

Recommended starting approach by account maturity

For accounts with limited conversion history (fewer than 30 conversions per month), begin with phrase and exact match to maintain query control while building conversion data.^[7][14][19] Once conversion volume is established and negative keyword lists are mature, introduce broad match in a controlled experiment — either a separate campaign or a Google Ads Campaign Experiment — before rolling it out account-wide.^[7][13][14]

For accounts with established conversion history and Smart Bidding already active, broad match is the recommended default for non-brand terms because it allows Smart Bidding to evaluate a wider query set and find lower-cost converting traffic.^{[1][2][13][14]}

Keyword theme construction

Build ad groups around search intent themes, not around superficial word overlap. A theme like “emergency plumber Sydney” and “plumber near me” share intent and belong in the same ad group. “Plumber cost” and “how to fix a leaking tap” represent different intent stages and should be separated or excluded.^[13][14]

Promote queries from search terms reports into exact match keywords when they generate more than five conversions at a CPA at or below campaign target — this locks in high-performing terms and allows them to be bid on with precision while broad match continues to discover new queries.^[14][17]

5. Negative Keywords and Search Terms Management

Negative keyword management is the primary control mechanism for campaigns using broad match and Smart Bidding. Without systematic negative keyword hygiene, the algorithm will surface irrelevant queries, inflate cost-per-lead, and distort tCPA learning signals.^[1][13][17]

Negative keyword structure

Operate negative keywords at two levels simultaneously:^[1]

• Account-level negative keyword lists: Apply theme-level exclusions that are universally irrelevant across all campaigns — for example, “jobs,” “careers,” “free,” “DIY,” “how to,” “used,” “cheap,” “course,” “training.” These lists should be maintained as living documents and applied to all active Search campaigns.
• Campaign-level negatives: Apply exclusions that are relevant to one campaign but not others — for example, a high-end plumbing campaign might exclude “budget” and “affordable” at the campaign level while a volume-play campaign serving the same account might not.

Search terms review cadence

Conduct a search terms review weekly for any campaign using broad match, and at minimum fortnightly for phrase match campaigns.^[1][13][17] During each review:

• Sort by spend descending and review every query above AUD $20 in spend with zero conversions.
• Add irrelevant queries as negatives at the theme level where an entire category of intent is unwanted.
• Flag high-performing queries (more than 3 conversions at or below target CPA) for promotion to exact match keywords.
• Document the logic for each negative added so future reviewers understand intent-based exclusions versus spelling-based exclusions.^[1][13]

Negative keyword theme categories

Common high-impact negative themes for Australian service businesses include: job seekers (jobs, careers, apprenticeship, vacancy), information seekers (how to, what is, guide, tutorial, course), price-sensitive segments where margins are protected (free, cheap, budget, discount), and wrong-audience segments (wholesale, trade only, overseas).^[1]

6. Responsive Search Ads and Ad Strength

Responsive Search Ads (RSAs) are the only Search ad format available for creation or editing in 2026 — expanded text ads were deprecated and can no longer be created or modified.^[13] The strategic shift this requires is to write asset pools for machine assembly rather than crafting single ads for human reading.

RSA asset pool best practices

Use all 15 headline slots and all 4 description slots. Each headline must be meaningfully distinct — not a minor word variation of another headline — so Google can assemble combinations that are genuinely complementary rather than repetitive.^[7][3][5]

Distribute headlines across five message angles:^[3][13][17]

• Keyword relevance: Include the primary search term or intent phrase in 2–3 headlines.
• Value proposition: What the business offers that competitors do not.
• Benefit: The outcome the customer gets, not just the feature.
• Trust and social proof: Years in business, review count, certifications, guarantee.
• Call to action: Specific, verb-led instructions — “Book Online Today,” “Get a Free Quote,” “Call 24/7.”

For descriptions, a strong four-description pattern is: (1) primary value proposition, (2) trust or proof statement, (3) specific offer or differentiator, (4) CTA with urgency or specificity.^[6][17]

Character limits

Headlines are capped at 30 characters; descriptions at 90 characters.^[5][15] Write to these limits precisely — headlines that are 28–30 characters utilise the available space more effectively than those cut short at 15–18 characters.

Pinning guidance

Pin only when required for legal, regulatory, or strict brand compliance. Over-pinning restricts Google’s ability to test combinations and consistently weakens RSA performance in current practitioner data.^[3][2][10] If pinning is required, limit it to one or two positions (typically Headline 1 for the brand name in regulated categories) and leave the remaining positions unpinned.

Ad Strength as a diagnostic tool

Target Good or Excellent Ad Strength as a quality signal, but do not rewrite a high-converting RSA solely to improve its Ad Strength rating.^[3][7] If an ad achieves Poor Ad Strength but generates conversions at or below your tCPA, the correct action is to add more distinct assets — not to modify the performing ad copy. Ad Strength measures asset variety; it does not measure conversion performance.

Asset performance data

Review asset-level performance ratings (Best, Good, Low, Learning) in the Ads & Assets report monthly. Remove assets rated Low after a minimum 30-day evaluation period and replace them with new variants testing a different angle.^[2][9][16] Do not remove assets in the Learning state before they have accumulated sufficient impressions to receive a rating.

7. Assets and Extensions

Assets (formerly extensions) directly affect ad eligibility, visible ad size, and Quality Score components. In 2026 Google’s guidance is clear: provide a complete, high-quality asset set so the system can surface the most relevant ad format for each query and device.^[8][16][17] Incomplete asset sets leave valuable SERP real estate unused.

Sitelinks

Use a minimum of four sitelinks per campaign, each pointing to a distinct high-intent landing page. Effective sitelinks for service businesses include: pricing page, specific service subcategory, contact or booking page, testimonials or case studies page, and FAQ or guarantee page.^[8][16] Sitelink text should be action-oriented and specific — “Get a Free Quote” outperforms “Quote” because it sets the user expectation before the click. Review sitelinks quarterly and retire any pointing to outdated offers, expired promotions, or pages with materially lower conversion rates than the main landing page.^[16][17]

Callouts

Callouts carry short non-clickable value statements. Prioritise facts that are durable and decision-stage relevant: “No Call-Out Fee,” “Licensed & Insured,” “Same-Day Service,” “10-Year Workmanship Guarantee,” “Award-Winning Service.”^[16][17] Avoid generic marketing language — “Great Service,” “Experienced Team” — that adds no credible differentiator. Use eight or more callouts so Google can rotate the most contextually relevant set for each query.

Structured snippets

Choose the header category that best matches the campaign theme — Services, Types, Brands, or Destinations are the most commonly relevant for Australian Search accounts. Populate with specific, genuinely relevant items.^[8][17] A plumbing account using the Services header might list: Blocked Drains, Hot Water Repairs, Leak Detection, Gas Fitting, Bathroom Renovations.

Image assets

Enable image assets on all Search campaigns where visual context strengthens the ad — services with visible outcomes, product-focused terms, and location-specific campaigns benefit most.^[17][16] Use images directly tied to the offer or service; generic stock photography performs worse than images showing the actual work, team, or outcome. Provide both landscape (1.91:1) and square (1:1) formats to maximise eligibility across devices.

Business assets

Keep business name, logo, and location assets current and accurate. Google uses these to personalise ad presentation and surface business information in ad formats such as brand name annotations.^[8][16] Verify that the business name asset matches the brand as it appears on the landing page to avoid policy issues.

8. Smart Bidding (tCPA and tROAS)

Smart Bidding encompasses Maximise Conversions, Maximise Conversion Value, Target CPA (tCPA), and Target ROAS (tROAS). The selection between these strategies should be driven by the campaign’s conversion volume, the reliability of conversion tracking, and whether conversion values are meaningful and consistent.^[3][6][9]

Bid strategy progression

The recommended progression for a new Search campaign is:^[9][3][6]

• Weeks 1–4 (learning phase): Maximise Conversions or Maximise Conversion Value with no target. This allows the algorithm to explore the query landscape and establish a realistic CPA or ROAS baseline without a target that may be too restrictive to generate enough data.
• Weeks 5–8 (target introduction): Once 30+ conversions per month are confirmed, introduce tCPA at the observed CPA from the learning phase — not a more aggressive target. For example, if the learning phase yields a CPA of AUD $120, set tCPA at AUD $120, not AUD $80.
• Ongoing optimisation: Adjust tCPA targets by no more than 10–15% per week. Larger adjustments trigger the learning period and destabilise performance for 7–14 days.

tCPA: when and how to use it

tCPA is the appropriate strategy for lead generation, call-driven, and service-based campaigns where each conversion has broadly similar value.^[3][10] Set the initial target based on the most recent 30-day observed CPA. If the campaign has not yet generated 30 conversions, remain on Maximise Conversions until that threshold is reached. Do not set an aspirational tCPA that is more than 20% below observed CPA at launch — the algorithm will restrict delivery aggressively and volume will collapse before it can learn.^[3]

tROAS: when and how to use it

tROAS is appropriate for ecommerce accounts or any campaign where conversion values are assigned reliably and differ meaningfully between conversions.^[3][6] Multiple 2026 sources recommend a floor of 50 conversions per month before introducing tROAS.^[3][6] The first tROAS target should be set at or slightly below the observed ROAS from the Maximise Conversion Value phase — not above it. Enhanced conversions and offline conversion imports, where applicable, should be implemented before switching to tROAS to ensure the algorithm learns from complete value signals.^[3]

Learning period management

Avoid making significant structural, budget, or creative changes during the learning period (typically 7–14 days after a bid strategy or target change). Changes that trigger a new learning period include: switching bid strategy, changing tCPA or tROAS target by more than 15–20%, adding or removing high-volume keywords, and making major landing page changes.^[3][9]

9. Budgets and Bid Management

Budget decisions in Search campaigns are as strategically important as bid strategy selection. Underfunded campaigns generate insufficient conversion data for Smart Bidding to learn, while overfunded campaigns with poor structure waste spend on low-intent traffic.^[3][6][10]

Budget setting principles

Set budgets at the campaign level and size each campaign budget to generate meaningful conversion volume. A practical rule: each non-brand Search campaign should have a budget large enough to generate at least 30 conversions per month at the expected CPA.^[3] If the expected CPA is AUD $100 and the campaign needs 30 conversions, the minimum functional budget is AUD $3,000 per month. Campaigns running below this threshold should be consolidated before budget is reallocated.^[3][10]

Budget allocation by campaign role

The practitioner consensus for a three-campaign architecture is:^[6][10]

• Non-brand high-intent: 70–80% of total Search budget — this campaign generates the majority of conversions and requires the most signal for Smart Bidding.
• Brand: 10–20% of total Search budget — brand campaigns typically have high conversion rates and low CPC, so relatively small budgets generate disproportionate protected volume.
• Competitor (if active): 5–10% of total Search budget — competitor campaigns typically have lower quality scores and higher CPCs, so modest allocation with strict CPA monitoring is appropriate.

Responding to budget constraints

When a campaign is frequently limited by budget (more than 20% of auction opportunities lost to budget), the options in order of preference are: increase the budget, tighten targeting to reduce wasted spend, or use ad scheduling to concentrate budget in highest-converting hours. Do not reduce tCPA targets to try to spend less — this constricts volume and can trigger a learning period.^[3][9]

Shared budgets

Avoid shared budgets across campaigns with different tCPA or tROAS targets, because the budget allocation algorithm does not account for bid strategy constraints and can underfund the campaign with the highest-value conversions in favour of the one with the lowest CPC.^[9][19]

10. Audience Signals and Targeting

In Search campaigns, audiences function as signals and bid modifiers rather than as primary targeting constraints (with the exception of Target and Observe modes). The 2026 best practice is to use audience signals to inform Smart Bidding rather than to restrict reach, allowing the algorithm to apply appropriate bid adjustments based on audience value.^[9][13][17]

Observation vs. targeting mode

Set all audiences to Observation mode unless there is a specific reason to restrict reach to that audience only. Observation mode allows Google to collect bid adjustment data without limiting the auction pool. Targeting mode should be reserved for remarketing-only campaigns or specific intent targeting scenarios where non-audience traffic is genuinely irrelevant.^[9][13]

Audience types to apply in Search

• Customer Match lists: Upload existing customer data (email lists, CRM exports) to allow Smart Bidding to recognise high-value existing customers and apply appropriate bid adjustments. Particularly useful for upsell campaigns or excluding recent buyers from acquisition campaigns.^[9][13]
• Remarketing lists for Search Ads (RLSA): Apply previous website visitors to campaigns in Observation mode. Users who have previously visited key pages (pricing, product detail, contact) should receive higher bid signals because their demonstrated intent is stronger than cold search traffic.^[9]
• In-market segments: Apply relevant in-market audiences in Observation mode to give Smart Bidding additional signals about user purchase intent beyond the keyword alone.^[13][17]
• Similar segments: Where available, apply similar audiences to remarketing lists to extend reach to users with comparable behaviour patterns to existing converters.^[13]

Demographic bid adjustments

Review demographic performance data (age, gender, household income) after accumulating at least 500 conversions per demographic segment before applying manual bid adjustments. Small sample sizes produce statistically unreliable adjustment recommendations. Where Smart Bidding is active, demographic adjustments are largely managed automatically — manual overrides should only be applied when there is clear, statistically significant evidence that a demographic segment performs materially differently.^[9][13]

Geographic bid adjustments

For Australian accounts, analyse performance by state and major city after at least 60 days of data. Apply geographic bid adjustments where a specific location generates conversion rates more than 20% above or below the campaign average and sample size exceeds 100 conversions from that location.^[13][17]

11. Common Mistakes to Avoid

The following mistakes appear repeatedly in Australian Search accounts and consistently undermine performance. Each is actionable and avoidable with the right structural and operational discipline.

Setting tCPA targets below observed CPA at launch

The most damaging bidding error is setting an aspirational tCPA that is significantly below observed CPA when introducing Smart Bidding. If the observed CPA is AUD $150 and a tCPA of AUD $80 is set, the algorithm will restrict delivery so aggressively that the campaign generates insufficient impressions to gather learning data, and conversion volume collapses. Always set initial tCPA at or within 10% above the observed CPA, then reduce gradually.^[3][9]

Running broad match without Smart Bidding or negative keywords

Broad match without an automated bid strategy and a maintained negative keyword list is a direct route to budget waste. The matching algorithm will surface semantically adjacent queries that have no commercial intent for the advertiser’s business, and without Smart Bidding, there is no mechanism to discount bids on low-converting traffic patterns.^{[1][2][13][14]}

Over-segmenting campaigns and fragmenting conversion data

Splitting campaigns by match type, device, or time of day when each resulting campaign generates fewer than 15 conversions per month deprives Smart Bidding of the volume it needs to learn. The correct response is consolidation, not further segmentation.^[3][10]

Pinning most RSA headlines and descriptions

Pinning more than one or two assets in an RSA locks the ad into a near-fixed format and removes the machine learning benefit of responsive ads. Accounts that pin five or more headlines are effectively running static ads with higher management overhead and lower testing surface.^[3][7][9]

Making frequent bid strategy or structural changes during the learning period

Each significant change — bid strategy switch, tCPA adjustment exceeding 15%, keyword addition or removal — can trigger a new 7–14 day learning period. Accounts that make multiple changes per week never exit the learning phase and their performance data is too noisy to interpret reliably.^[3][9]

Using only four or five headlines in RSAs

RSAs with fewer than 10 headlines give Google a severely limited combination set. With 5 headlines, Google has fewer than 60 possible headline pairings; with 15 headlines, it has over 2,700. The additional asset diversity directly improves the probability of serving a relevant combination for each query.^[7][3][5]

Ignoring search terms reports after switching to Smart Bidding

Smart Bidding reduces, but does not eliminate, the need for search terms management. Broad match with Smart Bidding will still surface irrelevant queries, particularly in the early learning phase and after seasonal demand shifts. Weekly reviews are non-negotiable.^[1][13][17]

12. What Changed Recently (last 30 days)

The research available for this article does not include a verified Google Ads product changelog for the 30 days preceding August 2026.^[4] The sources reviewed do not contain confirmed release notes, feature announcements, or deprecation notices from Google’s official product blog or help centre for that specific window. Where sources conflict or where vendor claims are unverified, this article takes the most conservative documented position.

The following are confirmed structural changes documented in the research that practitioners should have on their standing checklist, regardless of the specific announcement date:

• Expanded text ads (ETAs) are permanently deprecated. ETAs cannot be created or edited in standard Search campaigns. RSAs are the only Search ad format available for creation and modification. Existing ETAs that were saved before the deprecation deadline continue to serve in some accounts but cannot be modified.^[13]
• Broad match + Smart Bidding is Google’s stated preferred keyword strategy. Google’s own best-practices guidance as of the research date explicitly aligns with using Smart Bidding to optimise toward conversions as the preferred replacement for manual match-type control.^[11]
• AI-generated asset suggestions are available in RSA creation. Google’s interface surfaces AI-generated headline and description suggestions. These require human review for accuracy, policy compliance, brand voice, and uniqueness before publishing.^[2][3][10]
• Change history and Change Events in the Google Ads API are the recommended tools for tracking account modifications. The Change Events query window is limited to the past 30 days, making weekly reviews important for full audit coverage.^[59][64]

Recommended monitoring approach: Subscribe to the Google Ads Help Centre Announcements feed and the Google Ads Developer Blog for verified product changes. Do not rely on third-party summaries for feature-status decisions — verify against Google’s own documentation before changing campaign settings based on rumoured features or unconfirmed deprecations.^[65]

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