An ad group is where you define who you want to reach, what ads they’ll see, and how your budget and bidding will work for that group. It brings together your targeting (via persona selection), creative assets, and delivery settings.
You can create multiple ad groups within a single campaign to test different strategies or reach different audiences with tailored messaging.
Setting up your Ad Group
1. Select the Campaign
If you're working with multiple campaigns, make sure the correct one is selected before continuing.
2. Click + Ad Group
Scroll to the bottom of the selected campaign and click + Ad Group.
3. Fill in Ad Group Details
Complete the following fields:
Ad Group Name
Choose a clear, descriptive name that will be easy to recognize in reporting.
Tip: You can rename the ad group after launch if needed.
Ad Group Description (optional)
Add context or notes for internal reference.
Ad Group Goal
Select the goal this ad group is optimized for, such as reach or click-through rate. How to Choose the Right Goal
Persona
Select the persona you want to target. Personas represent predefined customer profiles based on behavior, demographics, or intent. How to Build a Persona
Creative Ad Set and Clickthrough URL
Choose the creative assets that will be shown and enter the destination URL users will land on. How to Use Creative Management
Ad Group Parameters:
• Budget: Allocate a portion of the campaign’s total budget to this ad group
• Bid range: Set the CPM range you’re willing to pay
• Device types: Choose which devices (desktop, mobile, tablet) your ads will appear on
• Frequency cap: Limit how often a single user will see your ads within a defined time frame
• Pacing: Chose if you would like this ad group to pace the budget "ahead" or "evenly"
Learn more on How to Adjust Ad Group Settings
4. Generate the Ad Group
Once you've completed all required fields, click Confirm to generate your ad group.
What Happens Next
Once these steps are complete, your ad group will be fully set up.
If the ad group is added to an already active campaign, it will go live immediately.
If the ad group is added to a drafted campaign, you can continue adding more ad groups or proceed to launch the campaign when you're ready.