In the coming weeks we’ll be making some changes to how we limit the number of active line items (also known as ad groups) a given advertiser is allowed to have. Currently, we allow up to 100 line items per campaign and we have a default active campaign limit of 200. Recently, for advertisers with elevated campaign limits, we increased the active campaign limit from 2000 to 4000 and along with that we’re adjusting how we handle active line item limits.
On June 11th a new limitation will go into effect. Each advertiser will still be allowed to have up to 100 line items per campaign, but will be limited to 4000 active line items total. This change will ensure flexibility for advertisers making good use of multiple line items as well handle the needs of larger advertisers and preserving a good experience for all.