Google Ads Cheatsheet Overview

Quick reference for Google Ads campaign types, account structure, and intent-based structuring.

Campaign Types

Type	Use Case
Search	High-intent keyword targeting
Shopping	E-commerce product ads
Display	Awareness and retargeting via banner ads
RSA (Responsive Search Ads)	Dynamic headline/description combinations
Performance Max	AI-driven across all Google networks

Account Structure

Account -> Campaign -> Ad Group

Account Dimensions

• Network: Google Search, Partner, Display
• Device: Desktop, mobile, tablet
• Location: Geographic targeting
• Audience: In-market, custom, remarketing
• Demographics: Age, gender, income
• Competitors: Brand terms for competitor capture

Campaign Structuring by Intent

Campaign Type	Intent Level	Keywords
Brand	Highest	Your brand terms
Generic High-Intent	High	Long-tail industry terms
Generic Medium/Low Intent	Medium	Short-tail, informational
Competitor	Variable	Direct competitor brand KWs

Budget allocation and ad group structure should follow these intent segments.

Landing Page Mapping

• Brand -> Homepage
• High-Intent -> Dedicated Landing Page
• Informational -> Content or Comparison Landing Page
• Competitor -> Dedicated Comparison Page

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By Ivan Falco - Frontal