If you’ve been around the Google Ads world for more than a minute, you’ve heard of SKAGs — Single Keyword Ad Groups.
A few years ago, SKAGs were considered the gold standard of PPC account structure. The idea was simple: one keyword per ad group equals tighter control, higher relevance, better Quality Scores, and more conversions. It worked — for a while.
But with Google’s algorithm updates, match type changes, and automation-first direction, many marketers have declared SKAGs obsolete.
Here’s the truth: SKAGs aren’t dead — they’ve evolved. In 2025, the principles behind SKAGs still matter, but the rigid structure they were known for has to adapt. Let’s break down why, when, and how to use SKAGs — or SKAG-like thinking — effectively in a modern Google Ads strategy.
🔍 What Are SKAGs, Really?
A SKAG is a campaign structure where you create one ad group per keyword. For example:
- Ad Group: “Buy Running Shoes”
- Keyword: [buy running shoes]
- Ad headline: “Buy Running Shoes Online Today”
- Ad Group: “Men’s Trail Shoes”
- Keyword: [men’s trail shoes]
- Ad headline: “Top Men’s Trail Running Shoes 2025”
The idea was to create hyper-relevant ad copy for each search term, improve click-through rate (CTR), lower cost-per-click (CPC), and boost Quality Score.
And it worked — back when:
- Exact match meant exact match
- Google didn’t rewrite your ads
- Automation wasn’t baked into every campaign
But then everything changed.
⚙️ Why SKAGs Fell Out of Favor
Here’s why traditional SKAGs started losing popularity:
1. Match Type Broadening
Google began loosening the definitions of match types. Even exact match keywords now match to close variants, different word orders, and plural/singular versions. That makes it hard to control search queries with precision.
2. Search Term Visibility Decline
Google started hiding many search terms from reports. When you can’t see which queries are triggering your keywords, it’s harder to fine-tune each SKAG — and easier to waste spend.
3. Automated Ad Variants
Google’s Responsive Search Ads (RSAs) rotate multiple headlines and descriptions. You lose granular control of messaging unless you pin elements — which goes against how RSAs are designed to work.
4. Campaign Complexity
Accounts with hundreds of SKAGs become time-consuming to manage. You spend more time adjusting small budgets across dozens of ad groups instead of optimizing what’s working.
So — if all that’s true… why are we still talking about SKAGs?
💡 The SKAG Philosophy Still Works (If You Adapt It)
Here’s the nuance most people miss: SKAGs were never about rigid structure. They were about relevance and control. And that principle is still very much alive.
What you want in 2025 is a SKAG mindset — without the bloat.
Instead of literal one-keyword-per-group structure, aim for:
✅ Thematic Ad Groups
Group similar high-intent keywords together.
Example:
- “Buy running shoes”
- “Purchase running shoes”
- “Running shoes for sale”
All share intent → “ready to buy.”
This allows you to write tight, relevant ad copy without diluting your budget.
✅ Segmentation by Intent, Not Just Keyword
Create ad groups based on:
- Navigational queries (brand-related)
- Transactional queries (buy, sign up, get a quote)
- Informational queries (best, compare, how to)
This lets your ads speak to where the user is in the funnel — and it aligns with how users actually search.
✅ Negative Keywords and Close Monitoring
If you’re grouping similar but not identical terms, negative keywords are your best friend.
They help keep each ad group focused and prevent overlap between groups.
🔍 In my Google Ads Masterclass, I go deep into how to structure ad groups to balance automation with control — and how to spot overlap that kills performance.
📈 SKAGs and Automation Can Work Together
One of the biggest myths is that SKAGs and automation are enemies. They’re not — if you work with automation instead of against it.
Here’s how to bring SKAG principles into an automation-first environment:
🔹 Use Exact or Phrase Match with Smart Bidding
You can still guide Google’s automation by feeding it tightly themed ad groups. This trains the algorithm faster and keeps your messaging aligned with high-intent queries.
🔹 Combine SKAGs with Audience Targeting
Layer in audiences like:
- Custom intent (people searching similar terms)
- Website visitors
- In-market segments
This lets you test SKAG structure with an added filter for buyer behavior.
🔹 Consolidate Based on Performance
Start narrow, then expand. If two SKAGs perform similarly and target overlapping queries, merge them into a broader ad group. This allows for more data and better machine learning performance.
🧠 When to Use (and Not Use) SKAGs in 2025
✅ Use SKAG-Lite Structure When:
- You have a tight budget and can’t afford irrelevant clicks
- You’re targeting high-intent, bottom-of-funnel keywords
- Your industry has specific language where relevance is king (legal, medical, SaaS, etc.)
- You want to test specific messaging for single products or services
❌ Avoid Traditional SKAGs When:
- You’re running large-scale ecommerce campaigns
- You rely on Google’s Smart Campaigns or Performance Max
- You lack the time/resources to manage dozens of ad groups
- You’re early in the learning phase and need volume for testing
🚀 Final Take: Relevance Wins. Always.
SKAGs may not be the “hack” they once were, but the goal behind them hasn’t changed: show the right ad to the right person with the right message.
Whether you do that through single-keyword precision or tightly themed ad groups, what matters is:
- Controlling where your money goes
- Aligning your ad copy with user intent
- Creating a structure that allows for smart optimizations
💡 If you’re still unsure how to structure your campaigns in today’s automation-first environment, that’s exactly what my Google Ads Masterclass is built for — practical frameworks for smart, scalable campaign design.
