What Exactly Are SKAGs?
Single Keyword Ad Groups are a Google Ads strategy where each ad group is built around just one keyword. Usually, this includes different match types of the same keyword. The aim is to create highly relevant ads, gain tighter control over Quality Scores, and make tracking much easier.
Laser-Sharp Relevance
Each ad group targets only one keyword or a very close variant. This lets you write ad copy that directly matches what people are searching for. That level of precision drives stronger engagement.
Lower Costs and Higher Scores
When your ads are more relevant, Google rewards you with higher Quality Scores, lower cost-per-click (CPC), and improved ad positions. It’s an efficient way to boost results without increasing your budget.
Higher Click-Through Rates (CTR)
If someone sees an ad that mirrors exactly what they typed, they’re more likely to click. That raises your CTR, which improves your campaign’s overall health.
Better Bid Control
With SKAGs, you can adjust bids for individual keywords rather than at the broader ad group level. This allows smarter budget use, especially for high-intent or top-performing terms.
Easier Negative Keyword Management
When each keyword is isolated, it’s easier to apply cross-group negatives and avoid internal competition. This prevents wasted spend and keeps your account structure clean.
Clearer Performance Tracking
You get a sharper view of what’s working. Each keyword and its associated ad performance are easy to analyse, making your optimisations more data-driven and less based on assumptions.
Why You Might Be Switching to SKAGs
You’re switching to SKAGs because you want more control. They help you craft ultra-relevant ads that raise CTR and Quality Score, all while lowering your costs and improving campaign efficiency.
Are SKAGs Right for Every Campaign?
Not always. For very large accounts, managing too many SKAGs can become time consuming. In those cases, a more automated setup using Responsive Search Ads, Broad Match, and Smart Bidding can save time and simplify optimisation.
Are SKAGs Still Worth It in 2025?
Definitely, but in the right situations. While Google’s automation tools are powerful, SKAGs still offer strong value when you need more control. For example:
- High-stakes keywords
- Branded search campaigns
- Manual bidding strategies
- A/B testing ad variations
You don’t need to apply SKAGs across the board. A hybrid approach works well use them for your most important terms and let automation handle the rest.
Final Thoughts: Should You Try SKAGs?
If you’re aiming for:
- More control over ad performance
- Lower CPCs and higher relevance
- Better alignment between keyword intent and message
Then SKAGs are worth testing. Start with your most important keywords and measure the impact. A few well-placed SKAGs could completely shift your campaign’s performance.