How I Structure Google Ads Campaigns for 5 to 6 Figure Monthly Spend

When you’re spending $5,000 to $300,000+ per month on Google Ads, every decision compounds — and every mistake costs real money. Over the past decade, I’ve managed millions in ad spend for U.S. eCommerce, SaaS, and high-ticket service brands. Below is exactly how I structure campaigns so five- and six-figure budgets scale profitably without waste.

How I Structure Google Ads Campaigns for 5 to 6 Figure Monthly Spend

1) Build Campaign Architecture for Scale

Segment by intent & objective: Branded, Non‑Branded, Competitor, Retargeting, plus Performance Max for coverage.
Tight ad groups: Keep themes narrow so budgets only fuel the highest‑intent clicks.
Geo splits: Break out key regions to shift budget toward winners and cap underperformers.

Example: In a U.S. eCommerce account spending ~$250k/month, this structure alone cut wasted spend by ~28% in 30 days.

2) Treat Keywords Like a Portfolio

Tiered groups: Core winners, experimental growth terms, and brand defense.
Match types: Lead with Exact & Phrase; introduce Broad only with strong negatives and clear guardrails.
Weekly negatives: Clean search terms to protect reach while eliminating waste.

3) Match Bidding to the Campaign Stage

Launch: Maximize Conversions with a loose tCPA to feed conversion data fast.
Grow: Shift to Target ROAS or tighter tCPA once history is reliable.
Mature: Layer device, location, audience adjustments to squeeze incremental profit.

4) Keep Creative Fresh & Intent‑Aligned

Rotate every 3–4 weeks: New RSAs, headlines, descriptions to avoid fatigue.
Message by funnel: Educational for cold, urgency/value for warm, benefit‑heavy for remarketing.
Ad customizers: Dynamically reflect price, promos, inventory without cloning dozens of ads.

5) Track Everything. Then Track It Again.

GA4 + GTM: Purchases, leads, and micro‑conversions properly mapped.
Looker Studio: Live pacing vs. revenue, with profit floors clearly visible.
First‑party data: Feed CRM/LTV signals back into audiences and bidding.

6) Non‑Negotiable Optimization Cadence

Daily: Search terms, spend pacing, anomaly checks.
Weekly: Budget shifts to top performers, new negatives, fresh creative tests.
Monthly: ROI deep‑dive by geo/device/audience, and scale plans.

7) Scale Safely Without Killing ROI

Budget ramps: Increase 20–30% per week max to protect stability.
Clone winners: Expand into new geos/audiences before doubling a single segment.
Profit floors: Guardrails so experiments can’t silently drain budget.

E‑E‑A‑T: Why You Should Trust This Process

Experience: 10+ years, five‑ and six‑figure monthly budgets across U.S. markets.
Expertise: Advanced use of tROAS/tCPA, creative rotation, first‑party data, structured negatives.
Authoritativeness: Published guides and case‑study work at HansLacida.com (aka PPChans / Hans Media Buyer).
Trustworthiness: Clear methodology, anonymized examples, results depend on industry and offer.

References & Further Reading

About the Author

Hans Lacida (aka PPChans, Hans Media Buyer) is a Google Ads specialist who has managed millions in ad spend and over $50M in tracked revenue for U.S. brands. He partners directly with founders and marketing leaders who spend $5k–$300k/month and want predictable, efficient growth.

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Disclaimer: Results vary based on industry, website conversion rate, offer strength, and market conditions. All examples are anonymized and shown for educational purposes only.