Google Thinks in Campaigns. Great PPC Managers Think in Portfolios.
Account Strategy
💡 Opinion
Vol.25New

Google Thinks in Campaigns. Great PPC Managers Think in Portfolios.

Google's campaign interface is a management tool, not a strategic lens. Here's why the best PPC managers ignore it.

EL
Emma Larsson
Head of Strategy
Mar 11, 2026
7 min read
Account StrategyCampaign StructureBid ManagementBudget AllocationBest Practices
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EL
About the author
Emma Larsson
Head of Strategy

Emma leads account strategy at Scaletrics, working with PPC teams managing $500K–$5M in annual spend. She spent a decade on the agency side before joining the platform.

Account StrategyCampaign StructureBid ManagementBudget AllocationBest Practices
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