What's The Best practice to promote an app with Google Ads

Hello everyone,

I'm a paid media manager working at an industrial MRO distributor.

I recently joined the company and found that the Google Ads account is structured with a single Search campaign containing 11 ad groups, where each ad group represents a different product category (bearings, belts, hoses, etc.). The monthly budget is around $5–6k.

The issue is that while this setup works, it really limits our ability to scale. My sales director wants me to allocate more budget to specific product categories, but with the current structure I don't have enough control to do that effectively.

Right now, the bidding strategy is Maximize Conversions, and it's generating around 300–400 conversions per month.

My question is: if I split these product categories into separate campaigns, should I keep using the Maximize Conversions bidding strategy for the new campaigns?

Just came across Google's latest announcement, and this feels like a pretty big change.

Google is gradually retiring standalone Display campaigns and moving everything into Demand Gen.

Here's the timeline:

• May 2026: Google recommends creating Demand Gen campaigns instead of Display.
• January 2027: You won't be able to create new Display campaigns.
• Later in 2027: Existing Display campaigns will be migrated automatically.

Google says this will bring more inventory (Discover, Maps), better creative options, and improved reporting. They're even claiming 24% lower CPA and 19% higher conversions in one case study.

I'm curious how this will play out in the real world. Display has always been great for placement control and specific targeting, while Demand Gen leans much more on automation.

What do you think? Is this a genuine improvement or just another push toward Google's AI-driven campaigns?