How many ads should we have in each group to optimize our ROI?

How many ads should we have in each group to optimize our ROI?

According to Google, 5 to 20 keywords should suffice, but there are marketers who use a single keyword per Ad group (SKAG). Follow this simple concept which puts one keyword in each Ad Group, and the same keyword is then used in the description as well the headline.

Google recommends having at least 2-3 ads per ad group (if your question is about search network campaign). The recommended number of ads should be also based on a number of impressions your ad group will receive.