Most franchise owners hear terms like campaign, ad group, and keyword used interchangeably. They often assume these terms mean almost the same thing. They do not.
Google Ads follows a clear hierarchy. Accounts contain campaigns. Campaigns contain ad groups. Ad groups contain keywords and ads.
Each level controls different settings. A poor structure can create problems across an entire franchise network. This guide explains how Google Ads account structure works and how franchises can organize campaigns across multiple locations.
The Four Levels of Google Ads Structure
Accounts
An account is the highest level in Google Ads. It holds billing details, account settings, and all campaigns.
Most company-owned franchise locations can use one Google Ads account. This setup keeps conversion data, audience lists, and account history together. That data can support automated bidding over time.
Independently owned franchise networks may need a different setup. Each franchisee can use a separate account. This gives each owner control over their budget and performance data.
A Google Ads Manager Account (MCC) can sit above these accounts. It gives the franchisor network-level reporting and oversight without managing each account directly.
Campaigns
Campaigns control some of the most important Google Ads settings. These include:
- Budget
- Geographic targeting
- Bid strategy
- Campaign type
Search, Display, Shopping, and Performance Max each use separate campaigns.
A franchise can run multiple campaigns under one account. Locations in different markets often benefit from separate campaigns. This gives each location its own budget, targeting, and performance data.
Ad Groups
Ad groups organize keywords and ads around a specific theme.
Each ad group should focus on one clear search intent. For example, a home services franchise should separate plumbing, electrical, and HVAC into different ad groups.
This structure keeps the ads closely related to the keywords. Someone searching for an emergency plumber should see an ad focused on emergency plumbing.
The landing page should also match the service and search intent.
Keywords and Ads
Keywords are the search terms that can trigger your ads. Ads are the messages people see in search results.
These sit at the bottom of the Google Ads hierarchy. This level is where keyword, ad copy, and landing page relevance come together.
A strong match between these elements can support better ad relevance and Quality Score.
Structuring Campaigns Across Multiple Franchise Locations
The right campaign structure depends on two main factors:
- Number of locations
- Differences between local markets
A small franchise with similar markets may need a simpler structure. A larger network with different markets may need separate campaigns.
Single Campaign With Location-Based Ad Groups
A single campaign can work for smaller franchise networks with similar markets.
Each location can have its own ad groups. The campaign shares its budget, bidding, and other settings across the network.
This setup makes management easier. However, one busy location can use a large part of the shared budget. Other locations may then receive less spend.
Separate Campaigns Per Location
Separate campaigns work better when locations operate in different markets.
Each location gets:
- Its own budget
- Its own geographic targeting
- Its own keyword strategy
- Its own ad messaging
- Its own reporting
This approach works well for larger franchise networks. It also suits Florida franchises with locations in Orlando, Tampa, Miami, and Jacksonville.
These markets have different competition levels and customer behavior. A single shared campaign may not give each location enough control.
Grouping Locations by Market Characteristics
Some larger networks can use a middle-ground approach.
Instead of creating one campaign for every location, group locations with similar market conditions. For example, urban locations can share one structure while suburban locations use another.
This approach reduces management work. It also gives you more control than one campaign covering the entire network.
Geographic Targeting and Why Tight Boundaries Matter
Geographic targeting keeps each franchise campaign focused on the right service area.
The right radius depends on the business and location. A busy downtown location may only need a 3-mile radius. A suburban business may need a 15-mile radius to generate enough search volume.
Urban vs Suburban Targeting
Urban locations often need tighter boundaries. Nearby franchise locations can easily overlap.
Suburban and rural locations may need wider targeting. Greater distance between locations reduces the risk of overlap.
Preventing Location Overlap
Nearby franchise locations can compete for the same searches when their targeting areas overlap.
This can cause both campaigns to enter the same auctions. Your own locations can then compete against each other.
Use location exclusions to reduce this problem. ZIP code targeting can also work well when franchise locations sit close together.
Why Account Structure Audits Matter More Than People Expect
A Google Ads account audit should focus on problems that affect performance and budget first.
Check Keyword Overlap
Keyword overlap between campaigns can waste budget. It can also make campaign performance harder to understand.
Review overlapping keywords before making cosmetic account changes.
Review Conversion Volume
Check whether campaigns have enough conversion data to support their bidding strategy.
Insufficient conversion volume can limit bidding performance. Fix this before making smaller structural changes.
Separate Brand and Non-Brand Searches
Brand and non-brand searches often have different performance patterns.
Keeping them separate can make reporting clearer. It also gives you better control over budgets and bidding.
Fix Lower-Priority Structural Issues
Excessive ad group fragmentation can make an account harder to manage. Thin budgets across too many campaigns can also limit performance.
Naming issues and minor schedule changes usually have less impact. Deal with these after the bigger problems.
How Often Should You Restructure a Google Ads Account?
Major account changes should happen only when the data shows a clear structural problem.
In most cases, major restructuring should happen no more than once per quarter.
Smart Bidding needs consistent data to learn. Frequent changes can interrupt that learning process. Give a new structure enough time to produce reliable data before making another major change.
What This Looks Like for a Real Florida Franchise
Consider a home services franchise with five locations across Orlando, Tampa, Jacksonville, and two smaller markets.
A strong structure would use five campaigns. Each location would have its own campaign and budget.
Inside each campaign, create separate ad groups for services such as:
- Plumbing
- Electrical
- HVAC
Each service should have relevant keywords and ad copy. Avoid using one generic message for every service.
Geographic targeting should also match each location. ZIP code boundaries can help prevent overlap between nearby locations such as Orlando, Maitland, and Winter Park.
This structure makes reporting easier. You can track cost per lead for each location and service line. You can also move budget toward areas that perform well.
Building Google Ads campaigns this way for Florida franchises helps maintain local control as the franchise network grows.
Frequently Asked Questions
Should a franchise use one Google Ads account or separate accounts for each location?
Company-owned franchise locations can usually use one account. This keeps conversion data and audience history together.
Independently owned franchises may need separate accounts. Each franchisee can control its own budget and performance data while the franchisor uses a Google Ads Manager Account for network-level oversight.
How many campaigns should a multi-location franchise run?
The answer depends on the number of locations and how different the markets are.
One campaign per location works well when markets differ significantly. Similar smaller markets can share a campaign with location-based ad groups.
What is the difference between a campaign and an ad group in Google Ads?
A campaign controls budget, geographic targeting, bid strategy, and campaign type.
An ad group sits inside a campaign. It organizes keywords and ads around one specific service or search intent.
Why do my franchise locations compete against each other in Google Ads?
This usually happens when nearby locations have overlapping targeting areas.
Using tighter geographic boundaries and location exclusions can reduce overlap. ZIP code targeting can also help when locations are close together.
How often should I restructure my Google Ads account?
Major structural changes should happen no more than once per quarter in most cases.
Make changes when performance data shows a real structural issue. Avoid changing the account too often because automated bidding needs consistent data to learn.