The business type detected in Discovery selects a template, and each template carries mandatory ad group themes - the structures that Google Ads best practice says every campaign of that type needs.
Local retail (physical stores - hot tubs, furniture, appliances): Brand, Near Me/Local, Competitor Conquest
Service area (plumbers, electricians, HVAC, cleaning): Brand, Near Me/Local, Competitor Conquest
SaaS (software, remote services): Brand, Core Solution, Alternatives/Comparison
E-commerce (online stores): Brand, Product Category, Deals/Offers
Brand - your cheapest, highest-converting traffic; owning your own name stops competitors buying it out from under you.
Near Me/Local (or Core Solution for SaaS) - the highest-intent generic searches for what you do.
Competitor Conquest (or Alternatives for SaaS) - people actively comparing options are the easiest minds to change.
On top of the mandatory themes, the AI suggests additional angles specific to your business - a promotion theme if you're running one, product-line themes for a broad catalogue.
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