Google Ads account structure worksheets — blueprint your intent layers
Most “restructures” rearrange chairs without a written target tree. These printable worksheets are what we fill before rebuilding SMB Google Ads accounts — intent layers, theme blueprints, geo and budget architecture, negatives ownership, and a 14-day cutover plan — so Smart Bidding is not blamed for a messy brief.
- Worksheet A — business, path mix, and measurement gate
- Worksheet B — brand / high-intent / research / competitor / PMax layers
- Worksheet C — theme ad group blueprint (RSA + URL + junk out)
- Worksheets D–E — geo, budgets, negatives, and query ops ownership
- Worksheet F — 14-day restructure plan with rollback rules
- Pass/fail gate before you touch live campaigns
Who this is for
SMB owners, in-house marketers, and freelancers about to rebuild Google Ads campaign structure — especially after SKAG museums, blended brand/non-brand Target CPA, or geo vanity campaigns. Fill the worksheets with one named owner before migrating spend.
How to use it
Print or copy into a shared doc. Complete A–E, sign the target tree, pass the measurement gate, then run the 14-day plan. For the narrative operating system use the intent-based account structure guide. Pair search terms ownership with the negatives insight; score leakage with Health Score and the Ad Spend Waste Estimator. Bring filled worksheets to a free Google Ads audit for a second opinion.
Related frameworks
Pair with the intent-based Google Ads account structure guide, search terms & negative keywords, broad match + Smart Bidding, RSA for service SMBs, landing page message match, Smart Bidding and Performance Max playbooks, and the 47-point Google Ads audit checklist.
Want this run on your accounts?
The checklist is free. Applying it properly takes senior time — that's what our audits are for.
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