WHEN TO RESTRUCTURE YOUR GOOGLE ADS ACCOUNT – AND HOW TO DO IT RIGHT

Summary from the TLDR Marketing newsletter

Restructuring a Google Ads account can be a powerful tactic to restore growth and improve efficiency, but it also comes with risks such as wiping out historical data and disrupting Google's learning algorithms. Common warning signs that a full rebuild might be needed include bloated or mismatched keyword groups, persistent irrelevant search queries, budgets being spent in the wrong places, and performance flattening despite regular optimization efforts. The most effective restructures start with a detailed audit to identify what's truly working, preserve those high-performing elements, and then roll out changes in planned stages.