One campaign per service (pension, mortgage, protection), one ad group per intent cluster, 10-20 keywords per group, phrase + exact match only, negative list shared.
Structure
- Campaign: /pension-transfer, /mortgage, /protection - Ad groups by intent: "cost", "advice near me", "review" - Match types: phrase + exact (broad for research only) - Shared negatives: jobs, salary, DIY, scam, complaint
Performance Max
Use sparingly - opaque attribution makes compliance review harder.