Best Google Ads Structure for Ecommerce Brands (India)

“Ads Chal Rahi Hain… Par Control Kyun Nahi Hai?”

Most ecommerce founders don’t fail at Google Ads because:

• Their product is bad
• Google Ads don’t work
• Competition is too high

They fail because of poor account structure.

You’ll often hear:

• “CPA kabhi sahi hota hai, kabhi bigad jaata hai”
• “Budget badhate hi performance gir jaati hai”
• “Samajh hi nahi aa raha kaunsa campaign kaam kar raha hai”
• “Agency report deti hai, par clarity nahi hoti”

👉 In 90% of cases, the problem is how the Google Ads account is structured, not the platform itself.

Google Ads rewards clarity, separation of intent and clean data.

Bad structure mixes everything and kills profitability.

This blog breaks down the best Google Ads structure for ecommerce brands, especially for Indian D2C businesses, step by step.

First, Understand This: Structure > Bids > Creatives

Many brands obsess over:

• Bids
• Budgets
• Headlines
• Offers

But ignore structure.

Here’s the reality:

👉 If structure is wrong, no bid or creative can save performance.

Structure decides:

• How Google learns
• Which traffic goes where
• How budgets are prioritized
• How CPA stays stable

Think of structure as the foundation of your house. Everything else sits on top of it.

Why Most Ecommerce Google Ads Accounts Are Messy

Typical Indian ecommerce Google Ads account looks like:

• One Shopping campaign
• One Search campaign
• One Performance Max campaign
• Same budget logic everywhere

All traffic mixed. All intent mixed. All products treated equally.

This causes:

• High CPA
• No scalability
• Confusing reports
• Panic decisions

👉 Ecommerce Google Ads needs segmentation, not shortcuts.

The 5 Core Principles of a Profitable Google Ads Structure

Before we get tactical, understand these principles.

• 1️⃣ Separate by Intent, Not Just Campaign Type
• 2️⃣ Protect High-Intent Traffic at All Costs
• 3️⃣ Give Each Campaign One Clear Job
• 4️⃣ Let Data Flow Cleanly (No Overlap)
• 5️⃣ Scale Winners, Isolate Losers

Everything else flows from these rules.

The Ideal Google Ads Structure for Ecommerce (Overview)

A strong ecommerce Google Ads account usually has:

• Brand Search Campaign
• Non-Brand Search Campaigns (Segmented)
• Google Shopping Campaigns (Segmented)
• Remarketing Campaigns
• Performance Max (Optional, Controlled)

Let’s break each one down properly.

1️⃣ Brand Search Campaign (Non-Negotiable)

This is the cheapest and highest-ROAS campaign in most accounts.

What Goes Here

• Your brand name
• Brand + product name
• Brand misspellings

Why This Campaign Must Be Separate

• Brand searches convert best
• CPC is very low
• ROAS is highest
• Must not be polluted by generic traffic

Common Indian Mistake

Brands either:

• Don’t run brand ads
• Mix brand keywords with generic keywords

This allows:

• Competitors to hijack traffic
• Marketplaces to steal conversions
• CPA to rise unnecessarily

👉 Brand Search is your defensive wall. Always isolate it.

2️⃣ Non-Brand Search Campaigns (Segmented by Intent)

This is where most CPA leakage happens.

❌ What Most Brands Do

• One search campaign
• All keywords inside
• Broad match everywhere

This mixes:

• High intent
• Medium intent
• Research intent

Google gets confused. CPA explodes.

✅ Correct Search Structure

Split non-brand search into intent-based campaigns.

a) High-Intent Search Campaign

Keywords like:

• “buy ___ online”
• “___ price in india”
• “___ official website”

Features:

• Phrase & Exact match
• Higher bids allowed
• Direct product or category landing pages

This campaign:

• Converts best
• Deserves budget protection

b) Category / Generic Search Campaign

Keywords like:

• “protein powder”
• “face serum”
• “running shoes”

Features:

• Controlled broad + phrase
• Lower bids
• Strong negatives
• Category pages as landing pages

This campaign:

• Discovers demand
• Needs strict monitoring

👉 Never mix these two intents.

3️⃣ Google Shopping Campaign Structure (Most Important for Ecommerce)

Shopping Ads drive scale but only when structured well.

❌ Common Indian Setup

• One Shopping campaign
• All products inside
• Same bid for everything

Result:

• Google pushes low-margin products
• Winners subsidize losers
• CPA becomes unpredictable

✅ Ideal Shopping Structure

Segment Shopping Ads based on business logic, not convenience.

Option 1: By Product Category

• Skincare
• Supplements
• Apparel
• Accessories

Useful when:

• Categories have different margins
• Different buyer behavior

Option 2: By Performance Tier (Best Practice)

Create Shopping campaigns like:

• Top Sellers
• Medium Performers
• Testing / New Products

Benefits:

• Budget control
• CPA stability
• Easier scaling

👉 Never let low-performing products eat budget meant for winners.

4️⃣ Remarketing Campaigns (Your CPA Reducer)

Remarketing is often ignored or misused.

What Remarketing Should Do

• Convert warm users cheaply
• Reduce overall CPA
• Support Search & Shopping

Smart Remarketing Audiences

• Product viewers
• Cart abandoners
• Brand search visitors
• Past purchasers (upsell)

Common Mistakes

• High frequency
• Long duration
• No exclusions

Remarketing should close deals, not annoy users.

5️⃣ Performance Max (Use With Caution)

Performance Max is powerful but dangerous if misused.

When PMax Fits Well

• You already have stable Search & Shopping
• Feed quality is strong
• Conversion tracking is clean
• You want incremental scale

When PMax Burns Money

• New accounts
• Poor feed
• No structure
• Blind trust in automation

Best Way to Use PMax

• Separate from core campaigns
• Control assets
• Monitor brand cannibalization
• Use for expansion, not foundation

👉 PMax is an accelerator, not a base.

Budget Distribution Framework (India-Focused)

A healthy ecommerce Google Ads budget split often looks like:

• 30–40% Shopping Ads
• 20–30% Search Ads (Non-Brand)
• 10–15% Brand Search
• 10–15% Remarketing
• Optional: 10–20% PMax

This changes based on:

• Brand maturity
• Category competition
• Margins

But never put 80–100% budget into one campaign type.

Why Structure Directly Controls CPA & ROAS

Good structure:

• Feeds Google clean data
• Protects high-intent traffic
• Limits waste
• Makes scaling predictable

Bad structure:

• Confuses algorithms
• Hides poor performers
• Causes sudden crashes
• Forces guesswork

👉 Stable ROAS is always the result of stable structure.

Signs Your Google Ads Structure Is Broken

You likely need restructuring if:

• CPA fluctuates wildly
• Budget increase kills performance
• You can’t identify top campaigns
• Shopping Ads dominate everything
• PMax eats all spend
• Reports feel confusing

How Digi Suggest Builds Google Ads Structures That Scale

At Digi Suggest, we don’t “just run ads”. We design ecommerce Google Ads systems.

Our Structure-First Approach:

• Intent-based campaign separation
• Margin-aware Shopping setup
• Search hygiene & negatives
• Controlled automation (PMax)
• CPA & ROAS stability focus

🎯 Our goal is not more campaigns.

🎯 Our goal is predictable, profitable growth.

Final Thought

Most ecommerce brands don’t need:

• New offers
• New creatives
• More budget

They need:

• Clean structure
• Clear intent separation
• Controlled scaling

Fix the structure and Google Ads starts working with you, not against you.