Member Avatar for johnsander

Hi, how many keywords are best for one ad group.I study at different places about it.Some expert say one key word per ad group, others say 10 t 20 keywords and also some people say that more than 100 keywords per ad group is a best choice.I am so confusing which one is best.Can any PPC expert guide me please.

Edited by johnsander because: n/a
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There is no single “best” number of keywords per ad group; the important part is intent and relevance, not an exact count. The thread raises useful points: asked the question, highlights iterative pruning, stresses tailoring ads to keywords, and shows large lists can be narrowed. The guiding rule is to keep each ad group tightly themed so ads and the landing page match the search intent.

A practical, repeatable approach is to group by intent or by landing page and include the core query plus a few very close variants and common phrasings. That keeps ad copy highly relevant, improves CTR and Quality Score, and speeds up learning from performance data. For very low-volume or very high-value queries, keep groups ultra-focused with minimal variants. For large accounts or when relying on automated bidding that needs conversion volume, groups can be broader but should still share one clear theme.

  • Research keywords and assign each to one intent or landing page.
  • For each intent, pick one primary phrase and add 2–4 very close variants.
  • Create at least two ad text variations that include the primary phrase and match the landing page.
  • Use match types conservatively, then expand only after reviewing the search-terms report.
  • Add negatives to stop overlap, prune low performers, and reallocate spend to converters.

Monitoring matters: CTR, conversion rate, and cost per conversion are the signals that decide whether to split, merge, or pause groups. This advice combines ’s iterative pruning and ’s focus on ad relevance while avoiding the management overhead of very large, unfocused keyword lists.

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Member Avatar for kritidas

Hi, first of all i am not an expert here, but I do have some experience in it. Last time I used, I started with about 60 keywords and then narrowed it down to 40, then 20 then to the last 6-7 best performing keywords. If you don't check the keywords performances from the early beginning, your campaign quality would drop down. So, even if you start with a 100 keywords, make sure that either all of them are performing well or just narrow down your keywords to a few best performing ones before your campaign quality drops down.

Member Avatar for johnsander

Thanks Kritidas

Member Avatar for jay 11

yea - it's best to limit the amount of keywords per ad group. To optimize an ads performance, it helps to tailor each ad so that the keywords are included. If your keywords are included in the ad, they are displayed in bold text, which enhances visibility for you ad. That said, it makes sense to have a small group of keywords for each ad.

Member Avatar for infinique

It's good to work with 100-200 and then slowly streamlined to 30-50 most convertable keywords.

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