❓What is it

Ad Group Health is a diagnostic suite that helps you understand the structural integrity and optimization opportunities within your ad groups. It identifies issues like missing elements, low-volume performance, and keyword relevance, giving you actionable insights to strengthen your campaigns from the ground up.

▶️Why is it important

Well-structured ad groups are essential for both ad performance and machine learning efficiency. Empty or underperforming ad groups can waste budget, while poorly themed ad groups hurt Quality Score and relevance. Ad Group Health ensures your structure supports strong performance by highlighting where to consolidate, expand, or optimize.

🔍How does it work?

1. Empty Ad Group Report

This feature flags ad groups that are not actively targeting anything. Depending on the campaign type, that could mean: no keywords (Search), no product or product groups (Shopping), no audience or placement targeting (Display). It also identifies ad groups that don’t contain any ads at all. The report is presented in a sortable table, allowing you to prioritize fixes by key metrics like spend or conversion value.

2. Ad Groups with Only 1 Ad

Ad groups with just one ad lack the rotation necessary for A/B testing or performance-based optimization. This report surfaces all such ad groups so you can identify where to add new ad variations. Like the other reports, it’s sortable by metrics such as spend and conversion value, helping you focus on what matters most.

3. Low Impression Volume Ad Groups

This report highlights ad groups that have generated fewer than 100 impressions in the past 30 days. These low-volume ad groups often underperform because they don’t provide enough data for smart bidding algorithms or ad optimization to work effectively. The recommendation is to consolidate these into broader, higher-volume ad groups.

4. Ad Group Keyword Relevancy [BETA]

A proprietary algorithm analyzes the thematic coherence of each ad group. It evaluates all keywords within an ad group and assigns a relevancy score based on how closely each keyword aligns with the ad group’s overall theme. Low-relevancy keywords are surfaced for review, helping you create tighter, more effective keyword groupings that improve Quality Score and ad relevance.