How a Smart campaign works
You describe your business, write an ad, pick keyword themes and set a budget. Google then shows the ad across Google Search, Google Maps, YouTube, Google partner websites and the Google Display Network. The ad takes 3 to 15 headlines of up to 30 characters and 2 to 4 descriptions of up to 90 characters. Google can also add sitelinks and test alternate versions of the ad built from your business details and website. A Smart campaign has a single ad group, and its budget can't be shared with other campaigns.
What you give up
The trade for simplicity is control. Targeting runs on keyword themes, which Google expands to similar searches, and network placement isn't a setting you can change: Google says that if you're concerned about Display Network or Search Partner placements, you may be able to request an opt-out by contacting Google Ads support. In our experience, once a business is spending seriously, a Search campaign in Expert Mode, with real match types, negative keywords and a full search terms report, pays back the extra setup time.
Where Smart campaigns are heading
Since September 23, 2026, the Google Ads API no longer lets anyone create new Smart campaigns, while existing ones keep serving and can still be edited. Google's help center still says you can create them in Smart Mode. Google's suggested alternatives are Performance Max, or Search or Demand Gen depending on your goals. For a local service business, we usually look at a Search campaign first, and at Local Services Ads where they're available.
Common questions
How many headlines can a Smart campaign ad have?
Between 3 and 15 headlines of up to 30 characters each (15 for double-width languages), plus 2 to 4 descriptions of up to 90 characters (45 for double-width languages).
Can I add negative keywords to a Smart campaign?
Yes, as negative keyword themes. You add them from the "Keyword themes & search terms report" card or from the search terms report, and they don't match close variants.
Can I stop a Smart campaign showing on the Display Network?
Not with a campaign setting. Google says you may be able to request an opt-out of the Display Network or Search Partner Network by contacting Google Ads support.
Can I still create a Smart campaign?
Google's help center says you can only create Smart campaigns in Smart Mode. Since September 23, 2026, the Google Ads API no longer allows new ones, though existing Smart campaigns keep serving and can be updated.
Can a Smart campaign use a shared budget?
No. Google's API documentation says a Smart campaign's budget can't be shared with other campaigns, and each Smart campaign has only one ad group.