In the recent episode of Google’s Ads Decoded podcast, Ginny Marvin sat down with Brandon Ervin, Director of Product Management for Search Ads, to address a topic many PPC marketers have strong opinions about: campaign and ad group consolidation.
Ervin, who oversees product development across core Search and Shopping ad automation, including query matching, Smart Bidding, Dynamic Search Ads, budgeting, and AI-driven systems, made one thing clear.
Consolidation is not the end goal. Equal or better performance with less granularity is.
What Was Said

![[CITYPNG.COM]White Google Play PlayStore Logo – 1500×1500](https://startupnews.fyi/wp-content/uploads/2025/08/CITYPNG.COMWhite-Google-Play-PlayStore-Logo-1500x1500-1-630x630.png)