A campaign usually centers around one theme or objective. For example, if a travel company sells Caribbean cruises, spring break trips, and scuba diving packages, it would not want to create one campaign to advertise all three products. Just as you wouldn’t want to mix and match the accounting and logistics of each vacation package, you wouldn’t want to mix and match the ads, keywords, and budgeting of all three products. Instead, you would want to set up three campaigns so each would have its own budget allocation, ad groups, ads, keywords, and targeting parameters. Aligning your campaigns to your business organization is a best practice for billing clarity and performance optimization.