How Smart campaigns work

Google Ads Smart campaigns | What are Smart campaigns?

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  • Smart campaigns help you highlight selling points of your business and attract customers.
  • You can create a single campaign for your business, or run multiple campaigns to showcase different products or services your business offers, each with their own set of keyword themes.

How ads work

When you sign up for a Smart campaign, you’ll write an ad that describes your business. You’ll also choose which keyword themes you want to target your ad and set a budget. Your ad will automatically show to potential customers across Google Search, Google Maps, YouTube, Gmail, and Google partner websites.

Your ad can show when potential customers in your geographic area search for phrases related to your business on Google or Google Maps. Your ad can also show for people who are outside of your neighborhood, but who include terms related to your business as well as your business location in their searches.

What an ad looks like


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Your ad consists of the following parts:

Name Description

Your headline is the blue text at the top of the ad. When customers click the ad headline, they'll be taken to the website that you’ve entered for your business.

Headline 1 maximum length: 30 characters (or 15 characters for double-width* languages)

Headline 2 maximum length: 30 characters (or 15 characters for double-width* languages)

Headline 3 maximum length: 30 characters (or 15 characters for double-width* languages)


Showcase your business's main selling points by describing your products or services, or include a special offer for customers.

Description 1 maximum length: 90 characters (or 45 characters for double-width* languages)

Description 2 maximum length: 90 characters (or 45 characters for double-width* languages)

Website URL (link)

We'll display the website URL of your business.

Business name Call ads have a limit of 25 characters for the business name. To help advertisers with business names longer than 25 characters, we will truncate their business name to 25 characters in order to serve Call ads.

Sitelinks are automatically-generated links that appear below your ad text. These links send potential customers to pages on your website that are relevant to their searches. Learn more about sitelinks.

Map pin A pin may appear in your ad for customers located near your business. If your customer clicks the pin, they'll be taken to your business location on Google Maps (requires Smart campaign to be linked to a Business Profile).
Phone number

If you enter a phone number, it will be displayed in your mobile search ad, desktop search ad, Google Display Network ad and Google Maps ad. In order for it to appear, you may need to verify ownership of your phone number.

If you use call reporting, you will still need to verify ownership of your actual phone number in order for us to display the unique Google forwarding number used in your ads.


If you'd like to show your business address, your Google Ads account needs to be linked to a Business Profile to display the address managed in that account.

* Double-width languages are languages that use double-width characters, like Chinese, Japanese, and Korean.

Creating multiple campaigns for a single business

If you want to advertise different aspects of your business, you can create multiple Smart campaigns for your business, and specify different keyword themes and budgets for each. For example, a bakery might want to create a general “bakery” campaign, but create an additional campaign for “wedding cakes”. Each of these can have different keyword themes, budgets, and targeting. Each campaign can also have multiple ads.

Alternate ads

To help your ad attract more customers and receive more clicks, the info you've provided about your business and the content in your website will be used to create and test alternate ads. In some cases, this info may be used to test different headlines, descriptions, and/or landing pages, add sitelinks, or replace your headlines with only your business name, phone number, or address.

Both the original ad and the new ads will be run to determine which are more effective. If some of the ads are consistently performing better, those ads will be run more often over time.

Sign up for Smart campaigns

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