Is your Search campaign structure holding back performance?
Hyper-granular campaigns used to be the gold standard. But in 2026, holding onto that legacy structure might be your biggest hidden cost.
Host Ginny Marvin joins Brandon Ervin, Director of Product Management for Search Ads, to discuss why simplifying your Search campaigns is the key to unlocking the full potential of AI Max and Smart Bidding. Learn how to stop chasing keywords and start capturing intent across the entire customer journey.
00:00 - Does Google want to take away all my control?
02:24 - Any resolutions shaping Brandon's work in 2026?
04:40 - Why is campaign consolidation importa…
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Chapters (18)
Does Google want to take away all my control?
2:24
Any resolutions shaping Brandon's work in 2026?
4:40
Why is campaign consolidation important today?
10:12
Ok, so how do I know when I'm consolidated enough?
11:01
Does expanding what keywords can match to dilutes their effectiveness?
15:04
If I'm restructuring my account, should I still be thinking in terms of keywor
16:39
I'm seeing unrelated queries in my search terms report. Should I worry?
18:44
Is ad group theming still a thing?
20:49
How can I trusted generated assets will be safe for my brand?
26:27
When should I use ad group-level geo settings?
28:32
Incremantality. Is AI just just harboring demand that's already been created?
30:15
What kind of account changes require learning periods?
34:01
How do you transition to a modern, consolidated structure without damaging per
36:49
What's the budget case for consolidation?
37:53
What are the best practices to map a new campaign structure?
40:53
What stood out to Ginny from this conversation?
43:06
Community Q&A: How do we ensure that our ads are eligible to appear in AI Over
44:11
Community Q&A: Is it true that having keyword in both exact and broad match in
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