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Are Your Google Ads Campaigns Cannibalizing Each Other? As a Google Ads expert, one of the biggest problems I see is advertisers accidentally setting up campaigns that compete against themselves. This self-cannibalization happens when you run different ad types like call/search ads and Performance Max targeting overlapping audiences and keywords. The end result? Your own ads drive up costs by bidding against each other for the same prospects. The Cannibalization Culprit: Performance Max vs Search Ads Google's Performance Max campaigns utilize automated bidding to show your ads across all their inventory - Search, YouTube, Gmail, Maps, Display Network, and more. Simultaneously running search ads for similar services inevitably leads to conflicts. Your search and Performance Max campaigns end up locked in a bidding war, both driving up CPCs and splitting the potential "share of voice" you could have consolidated into one powerful campaign. It's advertising self-sabotage. A Google Warning Against Multiple Accounts Recently, a Google support rep warned me directly against running multiple Google Ads accounts for the same business. Their advice? Don't let your paid search efforts undermine each other by cannibalizing the same prospects. The Potential Upsides of Split Accounts That said, there can be strategic advantages to separate accounts in certain cases: - Completely distinct business units/services - Ability to test radically different strategies in parallel - Segmented budgeting and reporting However, for most businesses, the cons outweigh the pros. Disjointed reporting, overlapping campaigns driving up CPCs, and operational headaches make split accounts impractical. My Recommendation: Consolidate and Restructure The better solution is typically consolidating all paid search efforts into one unified Google Ads account. Map out a cohesive multi-campaign architecture covering Search, Shopping, Video, etc. Put your full budget behind coordinated, top-performing campaigns. If you need a testing ground, create draft or experiment versions within the same account. Google allows customized ad scheduling, targeting, and campaign types for flexible optimization. It takes more planning upfront, but a restructured consolidated account prevents self-cannibalization and unlocks higher ROI. Is your account structure undermining results? Contact us for a free Google Ads audit to fix self-inflicted wounds! #GoogleAds #PPC #DigitalMarketing #SearchAds #PerformanceMax #OnlineAdvertising #PaidSearch #SelfSabotage

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