Restructuring Google Ads
From 100+ campaigns to around 20, organised by geography and product.
Campaigns, before and after restructuring
Lower cost per signup, February vs January 2026
The structure, directly on the page
Reconstructed organising logic, not the exact historical campaign tree. Confidential details omitted.
campaigns in a fragmented account
- Geography: comparable markets
- Product: visibility of demand
- Purpose: testing and budget decisions
Cost per signup in February 2026 was more than 65% lower than in January. These are two full calendar months. Several changes happened together; the result cannot be attributed only to restructuring. A signup is not a paying customer.
The task
Simplify a fragmented Google Ads account so that geography, product and priorities were easier to manage.
What changed
- Consolidated 100+ campaigns into around 20.
- Organised the structure around geography and product.
- Reviewed the account as part of a broader set of changes.
Read the result in context
Cost per signup in February 2026 was more than 65% lower than in January 2026. This comparison covers two complete calendar months. Several changes happened during the period, so the result cannot be attributed to restructuring alone.
A signup is not a paying customer. The public sample uses relative results and a reconstructed structure without private account data.
Explore the original sample
A three-page PDF in English showing what was done and how to interpret the result.
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