How Many Keywords Per Ad Group?

The typical answer from most SEOs is between 20-25 keywords per ad group. It’s also advisable to have no more than 30 keywords as many newbies usually stuff up to a hundred keywords. 

Obviously, this isn’t set in stone. You can include as little as 4-5 keywords and still get strong results in your ad copy. 

Nonetheless, restricting the number of keywords to include only relevant ones reduces ad spend wastage, and improves quality scores to ultimately increase CTRs. 

To achieve this, you can create ad groups for specific product categories. You can also disintegrate existing ad groups with similar keywords and group them into one.