Google Ads Account Restructure
Rebuild of an account that has grown past its structure, with history preserved where possible and a staged migration so performance doesn't fall off a cliff during the change.
What's included
Diagnosis
- Current structure mapped against actual conversion volume per campaign
- Learning phase and bid strategy health across the account
- Cannibalization and internal auction competition between campaigns
- Keyword overlap, duplication, and terms competing with each other
- Search term coverage and the queries you're missing entirely
- Historical performance segmented so nothing that works gets thrown away
The plan
- Target structure with the reasoning documented, including what gets consolidated and why
- Conversion volume check per proposed campaign against smart bidding minimums
- Migration sequence designed to protect performance, since rebuilding everything at once resets every bid strategy simultaneously
- Rollback plan for each phase
- Expected dip and recovery window stated up front rather than discovered
Execution
- Campaigns rebuilt in stages with performance monitored between each
- Conversion history preserved where the platform allows it
- Negative keyword lists rebuilt and shared correctly
- Audiences, exclusions, and customer lists reattached
- Naming conventions and labels applied so reporting survives the change
- Bid strategies restarted with sensible starting points
After
- Four weeks of monitoring through the learning period
- Before and after comparison on like-for-like segments
- Documentation of the new structure and the logic behind it
Why it matters
Accounts don't get badly structured on purpose. They get built for one situation, then a new service launches, someone adds a campaign for a trade show, a contractor duplicates something to test an idea, and three years later there are forty campaigns and eleven conversions a week spread across them. Nothing exits learning, and every strategy is bidding on almost no data.
The reason restructures get avoided is that they hurt. Bid strategies reset, performance dips, and the client watches it happen. Staging the migration and being honest about the recovery window is what makes it survivable. Anyone promising no disruption is either not really restructuring or not telling you the truth.
What clients say
“Tomas is an exceptional analytics expert. He helped us migrate a client from Universal Analytics to GA4, including creating GTM tags/triggers/variables, ecommerce tracking setup, other event tracking setup, and even built out funnels. This client had a unique shopping/enrollment checkout process, but the migration and configuration was launched without any issues. Highly recommended for any analytics work.”
Brian Thomas Clark
“Best in the field!”
Walid Feghali
“Finding SmartMetrics was a real relief – as a research and education institute with a somewhat unconventional focus within Google Analytics, we previously struggled to find an online training program or consultant that could help us. SmartMetrics helped us to review our entire GA4 setup, and finalized multiple dashboards that addressed our subdomain website complications and redesigned our PDF download tracking. Tomas was clear, communicative and efficient, and took time to provide helpful advice at every stage of the project. We would definitely choose SmartMetrics again for future GA4 improvements.”
Micah Greyeyes
Yellowhead
What clients say
“Tomas at SmartMetrics has been fantastic to work with. He consistently delivers high-quality work quickly, communicates clearly and proactively, and makes even complex implementations feel straightforward.”
Gray Digital Group
5.0 on Google · All reviews“A huge difference to the business, and we know where the next dollar goes.”
Blitzy“We can scale spend now without guessing what is actually working.”
PermitFlow“Extremely knowledgable & capable!”
Dj Haer Jr
Work with Tomas
Founder, San Diego, CA
20 years in marketing, CRO, CRM, and analytics. Now building the systems AI runs on.
You work with me directly, from scope to delivery. No account managers.