Why (and when) you should have fewer campaigns in Google Ads

I was reviewing our partners’ reports to prep for a new case study and found something interesting.

We generated €531K for this furniture brand in 80 days.

Almost 3x what they made in the same timeframe before.

What stood out to me wasn’t just the growth…

But how they kept scaling after Black Friday and Q4, when most brands start pulling back.

While their ROAS dipped a little, this was expected given how rapidly their spending increased.

When I asked my team how they did it, the answer was simple:

We gave the algorithm the right signals to optimize for conversions.

Many brands try to maintain excessive control over their accounts.

They assume that more campaigns = more control = better results.

This approach often leads to bloated, inefficient accounts with too many small campaigns.

We saw this firsthand when we audited this brand’s account.

They had dozens of tiny campaigns, each dedicated to a single product.

On the surface, it looked organized.

But under the hood, it was a mess.

Multiple campaigns were targeting the same keywords and audiences.

They ended up competing against each other, driving CPCs higher.

And because budgets were spread thin, the algorithm couldn’t gather enough data to optimize properly.

To fix this, we streamlined their setup:

1. Merged campaigns targeting the same products

2. Grouped similar audiences to prevent self-competition

Fewer campaigns meant more conversion data flowing into each one.

That gave Google stronger signals and helped it make better bidding decisions.

And it played a key role in how we tripled this brand’s revenue without sacrificing profitability.

Here’s what we learned about scaling Google Ads after working with over 500 brands:

More campaigns don’t always mean more control.

When you split everything too thin, you starve the algorithm of the data it needs to learn.

For this brand, simplifying was the key.

And once Google had the space to learn, their performance took off.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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