The unit inside a campaign that holds a set of keywords (or audiences) and the ads that serve against them. Ad group structure determines ad relevance; the traditional practice of single-keyword ad groups has given way to themed groups now that responsive search ads and automated bidding handle relevance.
Used in The Signal
Cite this entry:
Agency Echelon. "Ad Group." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/ad-group/