How Many Ads Should Be Implemented Per Ad Group?

A single ad may limit the overall potential of your ad campaign due to the limited reach of a lone ad. This begs the question as to how many ads you should include per group?

How Many Ads Should Be Implemented Per Ad Group

On average, three ads works best within any ad group.

Having at least three ads per group will help optimize your overall performance, and you will also be able to differentiate which ad is working efficiently in reaching your desired audience.

Paid advertising typically thrives by using data. Thus, the more data you can collect, the better your advertisement will perform.

By using a method that has been built through analyzing data, you will be able to monitor the performance of various ad variants, while carefully evaluating the results of your campaign.

In turn, this will help you to figure out what specific methods work for your audience, goals, and conversions.

There are numerous benefits to having a single keyword specific ad group. However, it is recommended that you have at least 3 ads within each ad group to maximize your ad’s performance.

Through the inclusion of numerous ads, you will be able to run ads with variations in order to see which ones perform best. Then, you can select the better ads and pause the others in order to rotate new ads to further test performance.

The provision of data insights will enable you to optimize your ad campaigns which inherently leads to more productive advertising decisions that yield better results overall.

What Is Ad Rotation?

Ad rotation is a campaign setting within Google Ads that can be customized. It automatically rotates ads within an ad group in order to enhance performance within the search and display networks.

Google Ads will determine which ads perform the best and will showcase these more often by proxy.

You can also manually select the ads that you want to display to your target audience while configuring your settings accordingly. This helps to determine how often each advertisement is displayed.

It is imperative that you select the correct ad rotation setting within Google Ads. This will allow you to determine whether or not your best-performing ads are shown to prospective clients and customers.

Automation within advertising focuses on showing the best ads to the right people.

Thus, in addition to working out the amount of ads you should include per group, you also need to consider which rotation option is best suited to your needs. These options are outlined below.

1) Optimize Your Best Performing Ads

Within this specific setting, Google Ads allows you to use Artificial Intelligence in order to rotate your best ads automatically. This allows you to fully optimize your ads in order to receive the maximum amount of engagement and traffic.

Within each auction, Google will select and display the best-performing ads by assessing contextual signals that include the following: physical location, time of day, ad characteristics, language, demographics, web placement, product attributes, remarketing lists, and device.

So, what number of ads per ad group is best suited towards this setting? If you have chosen to opt for optimized ad rotation using at least three ads per group, you will drastically increase your impressions and clicks.

The more ads you run, the better your performance will be. This is because Google’s AI will be able to utilize more data when optimizing your ads.

As data begins to accumulate, the aforementioned signals will indicate which ads are most likely to deliver the best results.

If you are using smart bidding, ads that the platform expects will drive the most conversions will be entered into auctions more frequently than others contained within the same group.

If all of the ads that are contained within a single group have a similar level of performance, Google will simply rotate these ads evenly to obtain the best results. 

2) Rotate Ads Indefinitely

Alternatively, you can rate your ads indefinitely. This will consistently rotate all of the ads contained within a single group for an indefinite period of time. Further to this, it will also enter each advertisement into a specific number of auctions.

The overall benefit of this action is that you will have copious opportunities to conduct tests on each ad in order to identify which ads are performing the best.

How Many Ads Should Be Implemented Per Ad Group (1)

In this sense, rotating your ads indefinitely will ensure that you have more control over the optimization process.

This inherently makes this method the best option for those who want to use a specific strategy in order to reach their goals.

Depending on how much money you are spending on any given campaign, you may obtain a large amount of data from which to base your decisions.

Using these specific insights, you will also be able to make calculated adjustments to enhance your campaign’s performance.

The percentage of impressions served for ads contained in this group will also be far more even than when using other ad rotation options.

However, the percentage of impressions for each individual ad may not be as even.

An ad that is performing better may appear on the first page of search engine results, while ads that are performing less well may only appear on the second page, which inherently means that your campaign will reach a smaller number of users. 


To conclude, you should try to use at least three ads within any single ad group.

This will allow you to reach a larger audience. You also have the option of running ads indefinitely or optimizing the best performing ads.

This ensures that you are obtaining the most conversions and that your advertisement is reaching more people.

It is always recommended that you include at least three ads within any ad group in order to test various ad strategies and improve your campaign’s overall performance. Thank you for reading.

Latest posts by Jackoneil (see all)