The “Categories” filter in Google Ads is a segmentation and analysis feature that allows you to classify ads, ad groups, or campaigns according to predefined categories within the platform. This new Google Ads feature makes it easier to manage accounts with multiple products or services, and lets advertisers identify performance by segment without having to manually create additional views or reports.
What is the “Categories” filter in Google Ads and what is it for?
The “Categories” filter is an internal organization tool that Google Ads added to simplify the analysis of complex campaigns. Through this filter, advertisers can group and view their advertising inventory according to specific categories, reducing the time it takes to find relevant insights within accounts with a large volume of data.
This functionality is especially valuable when managing multiple business lines or clients with extensive catalogs. Instead of reviewing each campaign individually, the filter consolidates information into actionable segments.
The profiles that benefit most from this new feature include:
- Digital marketing agencies that manage Google Ads accounts for several clients simultaneously.
- Performance managers who need to compare performance across product or service categories.
- E-commerce owners with extensive catalogs and campaigns segmented by product line.
- Freelancers managing mid-sized accounts with multiple ad groups.
- Heads of marketing who need to present segmented results to their teams or clients.
How the “Categories” filter works in practice
Classification of campaigns and ad groups
The filter allows you to assign category labels to existing campaigns or ad groups. Once assigned, the advertiser can apply the filter from the main Google Ads view to display only the elements that belong to that category. This eliminates visual clutter and speeds up analysis.
For example, an agency managing a retail account can create categories such as “Electronics,” “Clothing,” and “Home.” With the filter active, the analyst sees only the “Electronics” campaigns and evaluates their performance in isolation, without distractions.
Comparative analysis between categories
One of the filter’s most powerful applications is comparing metrics between categories. By switching between segments, the advertiser can quickly identify which categories generate the best return and which require budget or creative adjustments.
The following table shows an example of how comparative analysis between categories could be structured within Google Ads:
| Category | Monthly spend | Average CTR | Estimated CPA | Recommended action |
|---|---|---|---|---|
| Electronics | $3,000 | 4.2% | $18 | Scale budget |
| Clothing | $1,500 | 2.8% | $35 | Review creatives |
| Home | $800 | 3.1% | $27 | Maintain strategy |
Integration with other Google Ads features
The “Categories” filter can be combined with other views and segmentations on the platform, such as date, device, or network segments. This combination allows for a more granular level of analysis without needing to export data to external tools.
Concrete benefits for agencies and advertisers
Reduced analysis time
Accounts with dozens or hundreds of active campaigns take up a lot of manual review time. The “Categories” filter reduces that time by letting the analyst go straight to the segment they need to review. This is especially relevant for agencies that generate periodic reports for their clients.
Better decision making
When data is organized by category, optimization decisions become more precise. The advertiser doesn’t need to guess which part of the account has issues: the filter shows it directly.
Clearer reports for clients
Agencies using tools like Master Metrics to consolidate their reports can complement the Google Ads category view with data from other platforms such as Meta Ads or GA4. This makes it possible to present clients with a unified report that reflects actual performance by business segment, not just by channel.
How to activate and use the “Categories” filter in Google Ads, step by step
- Log into your Google Ads account and go to the Campaigns section from the main menu.
- Select the campaigns or ad groups you want to assign a category to.
- Open the editing options and locate the “Categories” field within the settings of the selected element.
- Assign an existing category or create a new one based on your account or client’s structure.
- Save the changes and return to the main Campaigns view.
- Apply the “Categories” filter from the top filter bar to display only the elements in that category.
- Analyze key metrics such as impressions, clicks, CTR, and conversions for that specific segment.
- Switch between categories to compare performance and make data-driven optimization decisions.
“Categories” filter vs. other organization methods in Google Ads
| Criteria | Categories filter | Labels | Segmentation by campaign |
|---|---|---|---|
| Ease of setup | High | High | Medium |
| Analysis granularity | Medium-high | High | Low |
| Applicable at multiple levels | Yes | Yes | No |
| Integration with automated reports | Limited (native) | Limited (native) | Yes (with external tools) |
| Ideal for accounts with multiple products | Yes | Yes | Not always |
Labels and the categories filter are complementary features, not mutually exclusive. Many advertisers use both for different levels of organization within the same account.
Frequently asked questions about the “Categories” filter in Google Ads
Is the “Categories” filter available for all campaign types in Google Ads?
The filter mainly applies to search, display, and shopping campaigns. Its availability may vary depending on the account type and interface settings, so it’s recommended to check its presence in each specific account after the update.
Can custom categories be created, or are only Google’s predefined ones available?
Google Ads allows you to create custom categories in addition to the predefined ones. This gives advertisers the flexibility to structure their account according to the client’s business logic, not just the platform’s criteria.
Does the “Categories” filter affect ad performance or delivery?
No. The filter is an internal visualization and organization tool. It does not change campaign settings or influence how Google delivers ads. It only changes the way the advertiser views and analyzes information.
Does this feature replace labels in Google Ads?
It does not replace labels. Both serve similar purposes but differ in scope and in how data is displayed. Labels offer greater depth of customization, while the categories filter provides faster navigation for high-level analysis.
Is it possible to use the “Categories” filter to generate automated reports?
Within Google Ads natively, category-based reporting options are limited. To generate automated reports segmented by product category or business line, agencies often combine this view with reporting tools like Master Metrics, which consolidates data from multiple platforms into automated dashboards and allows results to be presented by segment without additional manual work.
How often does Google Ads update features like this?
Google Ads rolls out updates continuously throughout the year. Some are interface changes, others affect bidding logic or targeting types. Keeping up with Google Ads news is essential to keep accounts optimized and take advantage of every available tool before the competition does.
How does Master Metrics help manage Google Ads updates like this one?
Master Metrics centralizes Google Ads data together with other advertising platforms in a single dashboard. When Google introduces features like the categories filter, the data that segmentation generates can be integrated into Master Metrics’ automated reports, allowing agencies to present results by category to their clients without manually exporting information or building reports from scratch.
Conclusion
The Google Ads “Categories” filter represents a tangible improvement in how advertisers organize and analyze their accounts. For agencies managing clients with multiple product or service lines, this feature reduces analysis time and improves the accuracy of optimization decisions. It’s not a radical change, but it is a practical tool that, when used well, makes a real difference in a team’s operational efficiency.
Staying up to date with Google Ads news is part of the daily work of any performance marketing professional. Every platform update can represent a competitive advantage if adopted quickly. The real challenge isn’t knowing about the news, it’s having the time and systems to implement it without losing control over each client’s results.
If your agency is looking to reduce manual reporting work and consolidate Google Ads data alongside other platforms, Master Metrics offers automated dashboards that update in real time. You can explore how it works and start reclaiming the operational hours you currently spend on repetitive tasks.
