This client came to me because the weren't seeing conversion coming from the ads, and the structure of the campaigns was "very confusing". There were keywords buried within campaigns with hundreds of ad groups, that didn't get a chance to perform or see the light of day. In short, the structure was all messed up.

After a long call with the client I went to work in a spreadsheet building out the new structure. I went through over 600 ad groups pulling out the keywords being targeted and organizing based on performance, I then researched the keywords to see if they even make sense for this client's needs. After several hours or researching, organizing, and consolidating, I had a spreadsheet outlining 12 campaigns with 6-8 ad groups, I was able to then build out ad copy to map to these ad groups and present to the client.