---
name: "campaign-structure-plan"
description: "Plan campaigns, ad groups, audiences, and budgets from one goal and one measure of success."
triggers: ["campaign structure", "plan a campaign", "Google Ads structure", "Meta campaign plan", "ad groups"]
version: "1"
---
# Campaign structure plan
Use this for a new campaign or to rebuild one that has grown messy.
## Work back from the goal
State the one goal, the one measure that decides success, and the target
figure if the owner has set one. Then work back: who the audience is, what
they are looking for, the offer, the message, and the page they will land on.
Note what past data shows, with dates, and what is a first guess.
## Lay out the structure
For each campaign give:
- objective and bidding approach, with the reason;
- ad groups or ad sets, each built around one theme or audience;
- keywords or targeting, and the first negatives or exclusions;
- the landing page for each group;
- the daily or monthly budget split, from the owner's total;
- the conversion it optimises for.
Keep the structure as simple as the budget allows. Too many groups on a small
budget means none of them gets enough data to learn.
## Launch checklist
List what must be true before launch: tracking tested, pages live, copy
approved, budget signed off, and a review date. Name the owner for each.
Do not create, launch, or edit campaigns yourself; plan for approval. Never
invent benchmarks or promise a cost per result.