Labels (Google Ads)

Labels are user-defined tags in Google Ads that can be applied to campaigns, ad groups, keywords, ads, and extensions for organizational purposes. They enable custom filtering, segmented reporting, and bulk management of related elements across the account without changing the account structure.

Key Takeaways

• Custom color-coded tags applied to any account element (campaigns, ad groups, keywords, ads)
• Enable filtering and reporting across account structures
• Up to 200 labels per account, each with a custom name and color
• Useful for automated rules targeting specific labeled elements
• Do not affect ad delivery, bidding, or performance — purely organizational

What Are Labels

Labels are a flexible organizational layer on top of your existing account structure. While campaigns and ad groups provide a fixed hierarchy, labels let you create cross-cutting categories that span the entire account.

Use Case	Label Example	Applied To
Seasonal tracking	”Summer 2026 Promo”	Campaigns and ads running the promotion
Test management	”A/B Test - March”	Ads being tested against each other
Priority levels	”High Priority,” “Low Priority”	Keywords or campaigns by importance
Approval status	”Client Approved,” “Pending Review”	Ads awaiting client sign-off
Performance tiers	”Top Performers,” “Watch List”	Keywords based on recent metrics

How It Works

Labels are created and managed in the Google Ads interface:

1. Select one or more elements (campaigns, keywords, ads, etc.)
2. Click the Label icon in the toolbar
3. Choose an existing label or create a new one with a name and color
4. Apply the label — it appears as a colored tag on the element

Once applied, labels unlock several capabilities:

• Filtering — Use the Filters menu to show only elements with a specific label
• Reporting — Segment performance data by label to compare tagged groups
• Automated rules — Create automated rules that target only elements with a specific label (e.g., “Pause all keywords labeled ‘Seasonal’ after June 30”)
• Scripts — Reference labels in Google Ads Scripts for targeted automation
• Bulk editing — Filter by label, select all, and apply bulk changes

Labels are available at these levels:

Level	Max Labels Per Element
Campaigns	Multiple
Ad groups	Multiple
Keywords	Multiple
Ads	Multiple
Extensions	Multiple
Account level	200 total labels

Practical Example

An agency manages a client account with 30 campaigns across three product lines:

Labels created:

• “Product Line: Widgets” (blue) — 12 campaigns
• “Product Line: Gadgets” (green) — 10 campaigns
• “Product Line: Tools” (orange) — 8 campaigns
• “Q2 Test” (purple) — 15 ads being A/B tested
• “Client Review Needed” (red) — 5 ads pending approval

Weekly reporting workflow:

• Filter by “Product Line: Widgets” to review all widget campaigns as a group
• Segment by label in a custom report to compare product line performance side by side
• Filter by “Client Review Needed” to generate a list of ads requiring client approval
• Automated rule: Pause ads labeled “Q2 Test” with CTR < 1% after 14 days

Why It Matters

Labels add a dimension of organization that the fixed campaign-ad group hierarchy cannot provide. They are especially valuable for agencies managing complex accounts, seasonal promotions, and ongoing testing programs. Without labels, tracking which keywords are part of a test, which ads are client-approved, or which campaigns belong to a specific initiative requires spreadsheets outside of Google Ads. Labels keep that organizational intelligence inside the platform where it can be acted upon with filters, rules, and custom columns.