How many ad groups should I have?

Today's question comes from Colin. Colin runs a pest control business and asks us about how many ad groups he needs. What should make up an ad group? How many ad groups is enough? And how many ad groups are too many? Thanks for listening. Please rate and review the show on iTunes because that helps the show grow, and please share with your friends and colleagues. Ask us your AdWords question here - https://paidsearchpodcast.com/contact-us/