Campaign, Ad Group, Ad

LINE Ads organizes every buy into three nested levels: campaign, ad group, and ad.

The campaign sets the objective. The ad group sets targeting, placements, budget, schedule, and bid. The ad holds the creative itself. One campaign can contain several ad groups, and each ad group several ads, so you split-test audiences and creative underneath a single goal.

One Website Conversions campaign holds two ad groups, one aimed at men 25 to 34 and one at women 25 to 34, each running three image ads, so you can read which audience and creative pairing actually converts.

The objective is locked at the top. Beginners set the wrong campaign objective, then try to rescue results by editing ad groups, but optimization is decided at the campaign level and cannot be swapped after launch. You rebuild, not tweak.

Get the objective right first; everything below it is detail.