If you have been running Search campaigns for years, you probably remember when hyper granular structures were the gold standard. Single keyword ad groups, match type splits, device segmentation, layered bid sculpting. It worked well at the time.
But Search has evolved.
In a recent episode of Ads Decoded, Ginny Marvin sat down with Brandon Ervin, Director of Product Management for Search Ads, to discuss why legacy campaign structures may now be holding performance back and what a modern Search strategy should look like.
The message was clear. Consolidation is not the goal. Performance is.
Today, success comes from aligning your campaign architecture to your business goals, not to an exhaustive keyword list.
The New Role of Keywords in 2026
One statement stood out from the conversation:
“Keywords are a means to an end, not an end themselves.”
Keywords still matter. But they are no longer strict triggers. They are signals of intent.
As user queries become longer and more complex, and as AI driven experiences expand, matching is based more on semantic understanding and contextual signals than on exact word structure.
What this means for advertisers:
• You no longer need every keyword variation to communicate theme
• Keywords act as a thematic layer that helps define intent
• Search terms that look unusual may still carry strong conversion signals
Modern models consider factors beyond the visible query, such as location context and recent search behavior. If something appears off in a Search Term report, investigate before reacting. Look at the landing page, ad messaging, and overall theme alignment first.
Control Has Not Disappeared. It Has Evolved
One of the biggest concerns around consolidation is loss of control.
The reality is that control still exists. It simply operates through different levers.
Today’s most powerful controls include:
High quality conversion data
Strategic Smart Bidding targets aligned with revenue or value
Brand and geo controls that provide structured boundaries
Rather than micromanaging bids and keyword permutations, advertisers now guide performance by clearly defining what success looks like and feeding the system the right signals.
If your bidding strategy is aligned to business outcomes such as Target ROAS or conversion value, you are directing optimization toward meaningful growth, not just traffic volume.
When Consolidation Makes Sense
Consolidation should always serve performance.
A simple audit can reveal opportunities:
• Ad groups with the same landing page and similar creative
• Campaigns with identical goals and bidding strategies
• Structures created historically that no longer serve a purpose
If multiple campaigns share the same objective but struggle to generate enough conversions individually, combining them can improve data density. As a general benchmark, aiming for roughly 15 conversions within 30 days helps Smart Bidding operate effectively.
The objective is not fewer campaigns for the sake of simplicity. It is creating an architecture that gives automation stronger signals.
Understanding Learning Periods
Fear of the learning phase often prevents advertisers from modernizing their structure.
Not every change triggers relearning.
Moving creatives between ad groups typically does not require the system to relearn performance. However, more substantial changes such as introducing AI driven features, changing bidding objectives, or making large budget adjustments can require time to stabilize.
The safest way to transition:
- Map your business goals first
- Identify overlap and fragmentation
- Test changes in a lower risk campaign
- Monitor performance before scaling
A phased approach reduces risk while allowing you to capture performance gains.
Modern Search Starts With Business Goals
Before adjusting your structure, ask:
• What are we truly optimizing for
• How does our account reflect our product lines, markets, and revenue priorities
• Are we structured around business outcomes or keyword permutations
A leaner account aligned to business objectives allows AI systems to better capture intent and drive results.
If your Search campaigns feel overly complex or difficult to scale, it may be time to rethink the structure.For a deeper dive into how matching models work and how to modernize your account safely, watch the full Ads Decoded conversation here:
https://www.youtube.com/watch?v=vIf0EiCQtZI
