Google Ads Account Hierarchy

It’s important to understand the Google account hierarchy before you start running ads. Below is an image from the Google Support documents that outline the account hierarchy that is used to run your advertising on Google. We will also show you the available settings at each level.

Account

An account houses all of your settings, billing profile and payment method, and all advertising campaigns. It is best to use one Google Ads account per dealership.

Campaign

Creating a campaign allows you to set a budget and apply settings that determine where your ads appear. These are many of the settings you can apply at the campaign level.

Conversion goals
Bidding
Start/end dates
Ad assets
Location targeting
Audience targeting
Device targeting
Language targeting
Ad schedule
URL tracking options
IP Exclusions
Brand lists/Negative brand lists
Negative keywords/placements/apps

Ad Group

An Ad Group contains one or multiple advertisements that share similar targets. On Google Ads, you can set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. The following targeting options are available at the ad group level

Ad assets
Location targeting (will not work if set at campaign level)
Audience targeting
Language targeting (will not work if set at campaign level)
URL tracking options
CPA and ROAS targets
Negative keywords/placements/apps

Keywords

Search Campaigns

You create keywords for your campaigns at the ad group level. These keywords are what trigger your ads to show in the search results.

Ads are also created at the ad group level. You can create a maximum of three responsive search ads in an ad group. Responsive search ads are created by producing up to 15 headlines and four descriptions for each ad. Headlines can be pinned to a certain position.

Advertisers use ad groups by organizing the ads by a common theme, such as types of products or services.

Audience targets can be set at the ad group or campaign level for search campaigns

Display Campaigns

You can create custom segments at the ad group level. Custom segments can be URLs and keywords related to your dealership. Google will show your ads to people with these interests on certain websites. For more information on custom segments, explore custom segments.

Ads are also created at the ad group level. You can create responsive display ads or uploaded image ads. The links below demonstrate how to create both.

Responsive display ads

Uploaded image ads

Note: Audience targets can be set at the ad group level for display campaigns

Video Campaigns

You can also create custom segments at the ad group level with video campaigns. Custom segments can be URLs and keywords related to your dealership. Google will show your ads to people with these interests on certain videos. For more information on custom segments, explore custom segments.

Ads are also created at the ad group level. You can create the following types of video ads

Audience targets can be set at the ad group level for video campaigns

Performance Max Campaigns

Performance Max campaigns allow you to leverage all of Google’s networks at once within a single campaign. Performance Max campaigns do not use ad groups but instead use asset groups. Asset groups contain headlines, descriptions, product feed (optional), and assets (images, logos, and videos). Each asset group is thematic.

Audience targets can be set at the asset group level for Performance Max campaigns. Here’s more information about asset groups.