Keyword intent structures the account
McDonald organizes campaigns around keyword match types and searcher intent, grouping tightly themed ad groups. Account structure follows how customers phrase their needs, not how the business describes itself.
Google Ads Workbook
3 ideas
Quality Score lowers cost
Google rewards relevant ads and landing pages with a higher Quality Score, which reduces cost-per-click and improves ad position. Relevance, not just bid, buys placement.
Measure, then iterate
The workbook prescribes a loop of setting conversion tracking, reading the data, and pruning losing keywords and ads. Continuous negative-keyword and bid adjustment is the actual work of campaign management.