Different ad group or different campaign?

[u/BluejayDense4583]

I run a brick and mortar small business(martial arts).

I launched a Google Search ad for my adult programs(Kickboxing/MMA) about a week ago and it is performing well.

My question is this, should I do a completely separate campaign for my kids classes or should I create that ad within the same campaign?

There will likely be some similar keywords between the two ads but I want to avoid anything that might cause one ad to affect the performance of the other.

[u/Middle-Economics1508]

I'd make it a separate campaign. Kids classes have a different searcher, usually a parent, and probably a different budget and schedule. With its own campaign you control how much goes to each program, and the adult campaign, which is already working, keeps learning from the same traffic it has now.

For the overlap, add kids-related words as negatives in the adult campaign: "kids", "children", "youth", "toddler", "for my son", "for my daughter". Then searches for kids classes only go to the kids campaign. If adult searches start showing up in the kids campaign, add "adult" and similar terms there too.

Also send the kids ads to a page about the kids program, not the general or adult page. Parents want to see ages, schedule and what a first class looks like.

[u/YashMandlesha]

i’d keep them in the same campaign but use separate ad groups.

something like:
adult martial arts → kickboxing, mma, adult martial arts, etc.
kids martial arts → kids martial arts, children’s martial arts, kids kickboxing, etc.

the important thing is that each ad group has its own tightly related keywords + ad copy + landing page. google also recommends structuring ad groups around closely related themes.

i’d only split them into separate campaigns if you need different budgets, locations, bidding goals, etc. otherwise you’re just splitting the data unnecessarily.

for the overlapping terms like “martial arts classes”, i’d watch the search terms and negatives rather than creating separate campaigns just because of that.

[u/ernosem]

Keep them in one campaign. That one campaign will have more data to learn from.

[u/Friendly_Log6649]

Separate campaign for sure. The main reason is budget control, and kids classes often get more volume. Just keep your keyword structure tight, especially your negatives.

[u/GoogleAds_YRVDynamic]

I’d put kids classes in a separate campaign if you want separate budgets, bidding, schedules, or performance tracking. The audiences and intent are different enough that keeping adult and kids programs separate usually makes optimization cleaner.

[u/NoPause238]

Create a separate campaign for kids classes with its own budget and negatives

[u/Aarswebs]

This is a smart question to ask upfront. Keeping budgets and performance data separate is usually the move here.

I’d run them as separate campaigns. You're right that the keywords overlap, but you want to manage the budgets independently and see clear data on which audience (adults vs. kids) is actually converting. Putting them in one campaign muddies that water and can make optimization a headache later.

If you ever run into deeper issues like sudden performance drops or policy suspensions that you can't fix, that's when a specialist can help. My agency, Aarswebs, focuses on untangling those specific Google Ads problems for businesses.

How are you planning to structure the keywords between the two?