Google Clarifies Campaign Consolidation: What Marketers Should Know

In a recent episode of the Ads Decoded podcast, Ginny Marvin spoke with Brandon Ervin from Google to clarify an important point for advertisers: campaign consolidation is not the goal; performance is. Google explained that consolidation is recommended only when it helps improve results by strengthening data signals and reducing unnecessary complexity. With Smart Bidding and AI now handling most optimisations, overly granular campaign structures can actually limit performance due to low data volume. However, segmentation still makes sense when it reflects real business needs, such as different budgets, product lines, or regions. Google suggests aiming for at least 15 conversions in 30 days per campaign to give automated bidding enough data to learn effectively. The takeaway is simple: advertisers should focus less on rigid structures and more on whether their campaigns support better learning and outcomes. For marketers and students learning Google Ads at a digital marketing institution in Calicut, such as https://dacademy.in/, this update highlights why modern PPC strategies prioritise data, automation, and informed decision-making. Any digital marketing academy in Calicut or a digital marketing course in Calicut must now teach advertisers how to strike a balance between control and AI-driven performance.

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