One major challenge I encounter with clients is inheriting disorganized and unwieldy Google Ads accounts. These accounts often have a convoluted history, perhaps passed down through multiple hands, stuck with outdated strategies, or simply suffering from too many cooks in the kitchen. This frequently results in accounts overflowing with campaigns, ad groups, and keywords, making it difficult to know where to begin.

Many clients express feeling overwhelmed by their accounts, unsure of how to even start making improvements. When I analyze these accounts, I often share their sentiment; the sheer volume of areas needing attention can make it feel impossible to prioritize.

The question then becomes, “Should we attempt to salvage the existing structure or start fresh?” Both options can appear daunting, but in my experience, I’ve found greater success and fewer complications by rebuilding from scratch with a clean, organized Google Ads account structure that prioritizes simplicity.

Here are three compelling reasons to consider creating a new Google Ads account from the ground up and leaving the current chaotic situation behind:

1. Enhanced Manageability

Imagine dealing with 10 campaigns, 100 ad groups, and hundreds of thousands of keywords (perhaps a slight exaggeration, but it illustrates the point). This means meticulously reviewing each element to determine the necessary optimization steps. Daily tasks would involve analyzing countless keyword bids, evaluating match type effectiveness, optimizing ads, and just generally figuring out where to even start.

An excessive number of campaigns and ad groups often leads to internal competition, with keywords overlapping and vying for the same traffic. This clutter is further compounded by irrelevant keywords that contribute nothing but noise and take up valuable space.

It’s not uncommon to find misspellings, inconsistent match types, and even plural variations of the same keyword scattered across different ad groups. This level of disarray makes it difficult to even comprehend the account structure, let alone effectively manage it. Excessive clutter hinders action, especially for those unfamiliar with the account’s setup and growth history.

Starting anew allows for a significant reduction in the number of keywords, ad groups, and campaigns required to effectively advertise your products or services. Often, a handful of semantically related keywords can effectively communicate your offerings, eliminating the need for hundreds of overlapping variations. A fresh start not only brings organization but also enables easy keyword and theme identification, simplifies optimization workflows, and provides greater control over targeting and messaging to potential customers.

2. More Efficient Performance Tracking

Besides simplifying individual account aspect management, a clean, organized account significantly enhances performance tracking. Instead of scouring a cluttered and disorganized account for performance insights, a streamlined structure offers a clearer view of what’s working and what needs improvement. Analyzing the performance of 100 keywords is far more manageable than sifting through data for 100,000+.

Similarly, having too many moving parts, especially with broad keywords and general overlap, makes it challenging to accurately pinpoint successful elements. Five or more keywords competing for the same searches require analyzing the performance of each to determine overall success or failure. By reducing the number of keywords, you can quickly assess the performance of individual instances, speeding up the identification of successes and areas needing attention.

3. Fewer Surprises

You might be tempted to salvage your existing account, believing that valuable historical data and the effort already invested make it worthwhile. While this sentiment is understandable, attempting to “fix” an already flawed account often leads to more obstacles and unexpected issues than anticipated.

Every keyword paused and every change made carries the risk of unintentionally activating dormant keywords that were previously not performing. I’ve seen instances where pausing one keyword triggered performance spikes in unwanted areas, as dormant keywords suddenly sprung to life. Large, disorganized accounts are breeding grounds for unknowns, making it exceedingly difficult to predict the consequences of even minor changes.

Starting fresh eliminates the sinking ship scenario where plugging one hole simply redirects the flow of water elsewhere. Building from scratch allows for controlled and intentional progress, rather than constantly reacting to unforeseen issues. You maintain complete control over the elements within your account, enabling proactive optimization instead of reactive firefighting.

Case Study: Why I Deleted My Client’s Google Ads Account

One of my clients came to nexus-security tasked with improving their company’s Google Ads performance, aiming to at least break even. However, he inherited a chaotic account with nearly 50 active campaigns, countless ad groups, and hundreds of thousands of keywords. The sheer volume of data and moving parts made it incredibly difficult to determine where to begin.

Initially, we attempted to salvage the existing structure by pausing irrelevant keywords, addressing wasteful spending, and focusing on high-CPA areas. Pausing over 100,000 irrelevant keywords yielded almost no noticeable performance change, highlighting the extent of the existing clutter. Further attempts to refine keywords consistently led to unpredictable performance swings due to the presence of unknown or forgotten keywords.

The slow pace of improvement through minor changes wasn’t yielding the desired results, and the account remained unwieldy. We ultimately decided to abandon the old account and start fresh, gaining complete control over every keyword, bid, match type, and other crucial elements.

This fresh start occurred in mid-May, roughly one and a half to two months ago. Since then, the results have been remarkable:

• CTR increased by 149%
• CPA decreased by 27%
• Overall cost reduced by approximately 40%

Not bad at all, right?

Other key metrics, such as impression share, have also seen significant improvements:

And witnessing a month-over-month upward trend in CTR coupled with a declining CPA is always a satisfying feeling:

The Biggest Takeaway

Improved performance aside, the most compelling reason for recommending a fresh start is the significant simplification of account management. As a Google Ads manager, your goal should be to make your workflow as efficient and painless as possible. Don’t let fear or sentimentality towards an old account compromise your PPC experience. A well-structured and easily navigable account saves time and makes ongoing optimization a breeze.

While not every account requires a complete overhaul—some may only need minor adjustments—don’t discount the benefits of starting anew for the sake of your sanity and overall performance.