How to Structure an Account

If your ads feel messy too many campaigns, unclear results, rising costs, or leads that don’t convert your account structure might be the real problem.

A good account structure makes it easier to:

• Understand what’s working

• Control budget properly

• Improve performance faster

• Scale without chaos

Benefits Of Hiring an Account

This guide breaks down how to structure an ad account in a simple, step-by-step way. It covers both Google Ads and Meta (Facebook/Instagram) because many Singapore businesses run both.

If you want a team to audit and restructure everything for you, a digital marketing agency singapore can do it quickly and cleanly.

1) What does “account structure” mean?

Account structure is how you organise your:

• Campaigns

• Ad sets / ad groups

• Ads and creatives

• Targeting, keywords, and audiences

• Tracking and goals

When your structure is clear, reporting is clear. When structure is messy, optimisation is slow and you can waste budget without realising it.

If you’re actively investing in digital marketing singapore campaigns, account structure is one of the biggest “high impact” fixes.

2) Start with the basics: define your goals and funnel

Before you build anything, decide what you want from ads. Most businesses fall into one (or more) goals:

• Leads (form submissions, calls, WhatsApp)

• Sales (ecommerce)

• Store visits / local enquiries

• Awareness (brand reach)

Your structure should mirror your funnel, not your internal team chart.

For lead generation, you typically separate:

• Cold audiences (new people)

• Warm audiences (retargeting)

• Brand search demand (Google Search)

This is why many businesses combine Meta with pay per click singapore Meta warms people up, Google captures high-intent searchers.

3) Google Ads account structure

Google Ads works best when your structure is aligned to search intent and services.

A) Separate campaigns by goal or service

A clean Google Ads structure usually looks like:

• Brand campaign (your brand name keywords)

• Non-brand Search campaign (service keywords)

• Performance Max (if you have enough conversion data)

• Remarketing (Display/YouTube if needed)

If you need help building high-intent campaigns, this is what a singapore sem agency will set up.

B) Separate campaigns by location (when relevant)

If you serve only Singapore, keep it Singapore-focused. If you serve multiple countries, split campaigns by country so budgets don’t fight each other.

For local targeting and location relevance, pair ads with seo services singapore so your presence is strong on both paid and organic.

C) Ad groups: keep them tight, not complicated

Inside a Search campaign, create ad groups based on tight keyword themes:

• “seo agency singapore”

• “seo services singapore”

• “seo company singapore”

• “pay per click singapore”

Tight themes give you better relevance and make it easier to write strong ad copy.

D) Use the right campaign types (don’t overcomplicate)

If you’re still building conversion volume, start with Search before scaling to automation.

When you are ready to scale, use digital marketing services in singapore through Performance Max but only when tracking is solid.

4) Meta Ads account structure

Meta is different from Google. You don’t target keywords you build a structure around:

• Audiences

• Offers

• Creatives

• Conversion events

For most businesses, a clean Meta structure is:

A) Campaigns by funnel stage

Typical setup:

1. Awareness / Reach (optional)

2. Engagement (optional)

3. Leads or Sales (core)

4. Retargeting (core)

If you want a full strategy and setup, work with a social media marketing agency singapore.

B) Ad sets by audience type (keep it simple)

For lead generation campaigns, your ad sets can be:

• Broad (no interest targeting, let Meta learn)

• Interest-based (only if needed)

• Lookalikes (if you have enough data)

• Retargeting (website visitors, engaged users)

Avoid creating 15 ad sets with tiny audiences this slows learning and can increase costs.

If you’re focused on Instagram performance specifically, social media agency singapore helps align ad sets with content formats like Reels and Stories.

C) Ads: test creatives, not just targeting

Most Meta wins come from creative testing:

• Different hooks

• Different angles (benefit, price, pain point, proof)

• Different formats (Reels vs carousels vs static)

If your creatives are weak, costs rise. If you want professional assets, use digital marketing services in singapore to create better-performing ad content.

5) Naming conventions

A simple naming system makes reporting easier. Example:

Campaign: SG | Leads | Core OfferAd set: Broad | 18–55 | SGAd: Hook 1 | Benefit | Video

When you review results later, you’ll know exactly what each thing does.

This is a simple upgrade many businesses miss when working with multiple advertising agencies near me options because some teams over-focus on launching ads instead of managing structure.

6) Budget structure: avoid campaigns fighting each other

Common budget mistakes:

• Too many campaigns with tiny budgets

• Running duplicate targeting across multiple campaigns

• No separation between cold and retargeting

A safer approach:

• Put most budget into 1–2 main campaigns

• Keep retargeting separate

• Build structured testing (creative tests inside one campaign)

If you need help balancing spend across channels, a marketing agency singapore can map your budget across Google + Meta properly.

7) Tracking: structure is useless if tracking is wrong

Your structure should match your conversion tracking.For example:

• Lead campaigns should optimise for “Lead”

• Sales campaigns should optimise for “Purchase”

If tracking is messy, you can’t trust performance.

Paper Cut Collective

Many businesses combine structure fixes with seo services improvements (site speed, forms, thank-you pages) because conversion rate impacts ad performance directly.

8) A quick “good structure” checklist

Your account structure is likely healthy if:

• You can explain every campaign’s purpose in one sentence

• You can see what’s working quickly

• Budgets aren’t spread too thin

• Retargeting is separated properly

• Creatives are tested consistently

• Tracking matches campaign goals

Want us to structure your ads account properly?

If you want a clean, scalable setup for Google Ads and Meta Ads so your reporting is clear and your optimisation becomes easier PaperCut can help. Explore our pay per click singapore services, work with our social media marketing agency singapore team, or start with a full audit from our digital marketing agency singapore to rebuild your account structure for better results in Singapore.