Account design
A practical Apple Ads campaign structure
A common starting structure separates brand, category, competitor, and discovery intent by market. The goal is not more campaigns—it is clean budget control and readable search-term movement.
8 min readUpdated Aug 4, 2026
Separate intent when economics or control differ.
Brand queries usually behave differently from generic category and competitor terms. Give distinct intent groups their own budgets and bid logic when the volume justifies it.
Use discovery as an input, not a destination.
Broad and Search Match campaigns should feed a regular search-term workflow. Move proven terms into exact campaigns and add negatives to reduce internal competition.
Avoid fragmentation before there is data.
Splitting every audience, device, or keyword into a separate campaign can starve learning and create maintenance cost. Start with the boundaries needed for budget, geography, and intent.