E-commerce
October 1, 2026
Wondering how to merge your Google Ads campaigns to improve ROAS? The answer lies in a single sentence: group your campaigns, ad groups, and keywords together to provide more data for artificial intelligence optimization. A single entity with 10,000 impressions performs better than ten entities with 1,000 impressions each, because Google's AI needs volume to learn and optimize.
However, merging is not always straightforward: should you group everything or only certain groups? How do you know if a campaign has enough data? Which keywords should remain isolated? These are subjective decisions, but clear principles can guide you.
So, how do you merge your Google Ads campaigns to improve ROAS? On the agenda:
Why does campaign merging improve ROAS?
What signs indicate that a campaign lacks data?
How to group keywords by theme rather than by product?
What method should be followed to consolidate without breaking performance?
How to monitor results after the merger?
Let's get started.
Summary
Why does campaign consolidation improve ROAS?
Merging Google Ads campaigns is based on a simple principle: artificial intelligence optimization works better with abundant data. A single entity with 10,000 impressions is more effective than ten entities with 1,000 impressions each, whether it is a campaign, an ad group, a keyword, or ad copy.
By grouping your campaigns, you give Google's AI more signals to identify winning combinations. The result: a better return on ad spend (ROAS), as bids and ads are continuously optimized.
However, merging is not automatic. You need to know which campaigns to group, how to do it, and when to stop. A thoughtful approach is essential to avoid losing the performance already achieved.
Let's take a concrete example: if you have three separate campaigns for sports bags, each with 2,000 impressions per month, the AI of each campaign has little data to learn from. By merging them into a single campaign with 6,000 impressions, the AI can better detect high-intent search queries and adjust bids accordingly. This often results in a lower cost per conversion and a higher ROAS, as budgets are allocated more efficiently.
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What signs indicate that a campaign is lacking data?
A campaign lacks data when its ad groups have few clicks and conversions. For example, a group with fewer than 10 clicks over 90 days does not provide enough information for the AI to optimize bids or ads.
Signs to look out for: a high cost per conversion, a negative ROAS, or zero conversions. In these cases, the AI cannot learn effectively, and your spend is wasted.
The solution is to consolidate these weak groups with higher-performing groups in order to create sufficient data volume. This allows the AI to detect trends and adjust bids accordingly.
To identify these groups, use the "Ad Groups" report in Google Ads and filter for the last 90 days. Look for groups with fewer than 10 clicks or no conversions. For example, a "Laptop sleeves" group with 5 clicks and 0 conversions is an ideal candidate for merging. By moving it to a "Laptop bags" group that already has 50 conversions, you give the AI more context to understand search intent and improve overall performance.
How to group keywords by theme rather than by product?
Traditionally, advertisers created separate ad groups for each product type, such as "duffel bags," "hiking backpacks," and "running packs." This made it possible to align keywords with specific ad copy and dedicated landing pages.
However, with the rise of Smart Bidding and AI, this approach is less effective. Each group receives less traffic and fewer conversions, which limits the data available for optimization.
A better strategy is to group keywords by theme, for example, "sports bags" for all three types. Responsive search ads and keyword-level URLs allow Google to show the combination most likely to convert, even if the copy is less specific.
For example, instead of creating three separate groups for "duffel bags," "hiking backpacks," and "running packs," you can merge them into a single "sports bags" group. Keywords like "hiking backpack" and "running pack" will be included, and responsive ads will test headlines like "Sports Bags for All Activities" or "Hiking & Running Bags." Keyword-level URLs can redirect to specific pages, such as a page for hiking backpacks, to maintain relevance. This increases the data volume per group, which improves the AI's learning.
Which method should be followed to consolidate without breaking performance?
Consolidation must be gradual and thoughtful. Do not modify ad groups that are already performing well, as this could disrupt their momentum. Focus on the weak groups.
For example, in the laptop campaign, the "Laptop Bags" group is performing well. You leave it intact. You pause the "Sleeves", "Cases" and "Covers" groups, and move their keywords to the anchor group.
Similarly, you can use "Stands" as the anchor group for keywords from "Docking Stations" and "Mounts". Finally, the "Accessories" group can remain as is. Each decision is subjective, but it aims to maximize data.
To avoid breaking performance, follow these steps: first, identify the anchor groups with the best ROAS and the most conversions. Next, pause the weak groups and move their keywords to the anchor groups. Ensure that responsive ads are active and that keyword-level URLs point to relevant pages. Finally, monitor performance for 30 days to detect any issues. If the ROAS improves, the merger is successful; otherwise, adjust the structure.
How to monitor performance after the merger?
Post-merger monitoring is crucial. Compare performance before and after consolidation over a given period, for example, 30 days. Look at key metrics: clicks, conversions, cost per conversion, and ROAS.
If the ROAS improves, the merger is successful. If performance declines, analyze the possible causes: poorly grouped keywords, less relevant ads, or unsuitable landing pages.
Do not hesitate to adjust the structure based on the results. Flexibility is essential to make the most of Google Ads' AI.
For effective monitoring, create a custom report in Google Ads with the columns "Clicks", "Conversions", "Cost / conv." and "ROAS". Compare the data over 30 days before and after the merger. For example, if the ROAS increases from 2.5 to 3.5, the merger is beneficial. If the cost per conversion increases by 20%, examine the keywords that were moved and check if they are relevant to the anchor group. You can also use Google Analytics to track user behavior and identify landing pages that need improvement.
Why does Google Ads AI need abundant data?
Google Ads AI works on the principle of machine learning. The more data it receives, the better it can predict which ads, bids, and keywords generate conversions. An entity with 10,000 impressions provides more information than an entity with 1,000 impressions.
By merging campaigns, you create larger entities that accumulate data faster. This allows the AI to make more precise decisions, such as adjusting bids for high-purchase-intent queries.
However, it is not enough to just group everything together. A logical structure by theme must be maintained so that the AI can identify relevant patterns.
For example, if you sell sportswear, you can group campaigns for t-shirts, pants, and jackets into a single "Sportswear" campaign. The AI can then analyze data from all these products to determine which types of clothing are most likely to convert for each query. This allows bids to be optimized based on the value of each conversion, improving ROAS. On the other hand, if you group very different products, such as t-shirts and computers, the AI could become confused and perform less effectively.
How do responsive ads facilitate merging?
Responsive Search Ads (RSAs) are a major asset when merging campaigns. They allow you to test multiple headlines and descriptions, and Google automatically assembles the best-performing combination for each query.
With broader ad groups, RSAs have more combinations to test, which increases the chances of finding the best one. Additionally, keyword-level URLs can redirect to specific pages, even if the ad text is generic.
This compensates for the loss of specificity due to merging, while providing more data to the AI.
For example, for a "Sports Bags" group, you can create RSAs with headlines like "Men's Sports Bags", "Lightweight Hiking Bags", and "Waterproof Running Bags". Google will test these combinations and display the one that performs best for each query. Keyword-level URLs can point to specific pages, like a hiking bag page, to maintain relevance. This allows you to preserve a personalized user experience while benefiting from the advantages of merging.
What role does experience play in merging campaigns?
Merging campaigns is not an exact science. It relies on experience and intuition. For example, deciding to consolidate five ad groups into two or three is subjective.
However, clear principles can guide you: group by theme, keep high-performing groups as anchors, and monitor results. Every advertiser may have a different approach, but the goal is the same: to provide more data to the AI.
It is important to document your decisions and analyze the results to refine your strategy over time.
For example, an experienced advertiser might decide to merge groups that seem very different, such as "gym bags" and "travel bags," because they know that AI can identify similarities in search intent. Another might prefer to keep these groups separate to maintain tighter control. Experience teaches you to weigh the risks and benefits of each decision. Document your choices in a dashboard and analyze performance over several months to refine your approach.
How to measure the impact of the merger on ROAS?
To measure the impact of the merger, use metrics like ROAS, cost per conversion, and conversion rate. Compare these metrics before and after the merger over a defined period.
Google Analytics is an essential tool for tracking this data. Set up conversion tracking to see which campaigns are generating sales. This helps you identify which ad groups to consolidate.
Don't forget to take offline conversions into account, such as phone calls or in-store visits, for a complete view.
For example, if you merged groups for sports bags, you can track the number of transactions and revenue generated by the campaign in Google Analytics. Compare this data with the period preceding the merger. If the ROAS increases from 2.0 to 3.0, the merger is successful. If the conversion rate decreases, check if the landing pages are still relevant for the moved keywords. You can also use Google Ads reports to see which keywords generated the most conversions after the merger.
What strategy should be adopted for a successful merger?
Merging campaigns is a powerful strategy to improve ROAS, but it requires a methodical approach. Start by analyzing your data, identify weak groups, and group them by theme.
Monitor performance after the merge and adjust if necessary. Google Ads AI is a valuable ally, but it needs data to function. By giving it more volume, you maximize your chances of success.
Remember that every account is unique. Test different approaches and learn from your results to refine your strategy.
For a successful merge, follow these steps: 1) Analyze 90-day performance data to identify groups with fewer than 10 clicks or no conversions. 2) Choose anchor groups with the best ROAS and the most conversions. 3) Group keywords by theme, moving keywords from weak groups to anchor groups. 4) Use responsive ads and keyword-level URLs to maintain relevance. 5) Monitor performance for 30 days and adjust if necessary. For example, if an anchor group sees its ROAS drop, you can reintroduce certain keywords into a separate group.
How does Qstomy help improve your campaign ROAS?
Qstomy, as an AI agent for Shopify, can help you maximize the ROAS of your Google Ads campaigns by optimizing your site's conversion. By analyzing customer conversations, Qstomy identifies frequently asked questions and objections, allowing you to adjust your landing pages and offers.
In addition, Qstomy improves the shopping experience with personalized recommendations, upsell and cross-sell suggestions, and efficient package tracking. These elements increase average order value and conversion rate, translating into a better ROAS.
By integrating Qstomy, you empower your store to convert paid traffic into actual sales, thereby maximizing the impact of your merged campaigns.
For example, if your merged campaigns attract visitors interested in sports bags, Qstomy can engage these visitors with a chat that answers their questions about materials, sizes, or delivery times. This reduces hesitation and increases the likelihood of purchase. Additionally, Qstomy can suggest complementary products, such as sports accessories, which increases the average order value. Ultimately, each conversion generated by your campaigns is more valuable, improving your ROAS.
What is the checklist before merging your Google Ads campaigns?
Checklist Before Merging Your Campaigns
Analyze the data: identify groups with fewer than 10 clicks or zero conversions.
Choose anchor groups: those with the best ROAS and the most conversions.
Group by theme: move keywords from weak groups to anchor groups.
Monitor performance: compare ROAS before and after the merger over a 30-day period.
In Brief
Merging your Google Ads campaigns gives more data to the AI, which improves ROAS. Group by theme, keep high-performing groups, and monitor results.
FAQ
What is the minimum data threshold for a campaign? There is no fixed threshold, but aim for at least 50 clicks and 10 conversions per group.
Should I merge all my campaigns? No, focus on weak groups and combine them with high-performing groups.
What should I do if ROAS drops after the merger? Monitor for 30 days, then revert to the old structure if the drop persists.
To go further: E-commerce CRO: how to turn traffic into sales - Qstomy, E-commerce conversation analysis: understanding real customer questions - Qstomy, Google Analytics for marketing: ads, traffic and performance (GA4) - Qstomy, How to set up e-commerce tracking on Google Ads? Conversions and GA4 - Qstomy, E-commerce SEO strategy for category pages - Qstomy, How does SEO work for e-commerce sites? - Qstomy, Are Google Shopping ads effective? ROI, limitations and measurement - Qstomy.
Enzo
October 1, 2026
