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UPDATE: Google killed SKAGs because they were too effective at controlling ad spend, and that control ran against Google’s business model—getting advertisers to spend more, trust the algorithm, and let machine learning dictate outcomes. The end result? If you stubbornly cling to SKAGs today, you’re fighting a losing battle. Your exact match keywords will still trigger irrelevant searches, your CPCs will creep up due to lack of volume, and Smart Bidding won’t have enough data to optimize properly. The better move is STAGs (Single Theme Ad Groups)—a refined approach that maintains control without suffocating Google’s algorithm. STAGs allow a handful of closely related keywords per ad group, giving Google the data it needs while keeping Quality Scores high and ROAS intact.
Alright, you’re running Google Ads, but instead of precision targeting, you’re throwing a bunch of keywords into one ad group like a chaotic buffet. This is what most advertisers do, and it’s not good because:
- Google doesn’t know what ad to show for which keyword.
- Your ad relevance goes down, which kills your Quality Score.
- You end up paying more per click while conversions stay weak.
This is where SKAGs (Single Keyword Ad Groups) come in. They’re not just a fancy PPC hack—they’re a way to take absolute control over your Google Ads campaigns.
What the Hell is a SKAG?
SKAG stands for Single Keyword Ad Group—meaning each ad group contains ONE keyword only.
Instead of stuffing 10+ related keywords into one ad group, you split them into their own ad groups with hyper-focused ad copy.
Example of a Bad Ad Group (How Most People Do It)
Ad Group: Personal Trainer Austin
- personal trainer Austin
- fitness coach Austin
- weight loss trainer Austin
- strength training Austin
What’s the problem?
- Google rotates ads unpredictably because it doesn’t know which keyword to prioritize.
- Your ad copy is generic and won’t match every search perfectly.
- Your Quality Score suffers, meaning you pay more per click for worse results.
Example of a SKAG Structure (How It Should Be Done)
SKAG 1: Personal Trainer Austin
- “personal trainer austin”
- [personal trainer austin]
SKAG 2: Fitness Coach Austin
- “fitness coach austin”
- [fitness coach austin]
SKAG 3: Weight Loss Trainer Austin
- “weight loss trainer austin”
- [weight loss trainer austin]
Each SKAG has its own ad copy, specifically tailored to the keyword inside.
The result?
- More relevant ads → Higher Click-Through Rates (CTR).
- Better Quality Score → Lower Cost Per Click (CPC).
- More conversions → Ads match exactly what people are searching for.
Why Negative Keywords Matter in SKAGs
Let’s say you create a new SKAG for “Weight Loss Personal Trainer Austin.”
If you don’t add “weight loss” as a negative keyword in your original Personal Trainer Austin SKAG, what happens?
Google might show your generic “Personal Trainer Austin” ad instead of the more relevant Weight Loss Personal Trainer ad—stealing impressions from the more specific keyword.
Negative keywords keep searches flowing to the right SKAG, making sure:
More specific searches go to their dedicated ads.
Your ad copy stays highly relevant.
You don’t waste budget on misfired impressions.
The Gonzo Verdict: Why You Should Always Use SKAGs
If you’re serious about running profitable Google Ads, SKAGs aren’t optional—they’re mandatory.
They force Google to show the right ad at the right time.
They increase Quality Scores, lowering CPC and increasing ROI.
They give you complete control over ad targeting and messaging.
Most advertisers dump a bunch of keywords into broad, bloated ad groups and wonder why their costs are high and conversions are weak.
SKAGs eliminate the guesswork.
If you’re running Google Ads without SKAGs, you’re wasting money on clicks that could be way cheaper and way more effective.
Don’t waste money, contact us NOW.
