When it comes to generating leads with Google Ads, structure is everything. In 2025, outdated tactics like SKAGs (Single Keyword Ad Groups) are slowly being phased out in favor of smarter, more strategic approaches. In this guide, I’m breaking down how I personally structure high-converting Google Ads campaigns for lead generation.
Why Google Ads Structure Matters
Your ad group structure directly impacts:
- Relevance between search terms and ad copy
- Quality Score (affecting CPC)
- Conversion rates
If your campaign structure is off, no amount of budget will save your results.
Outdated: The SKAG Method (Single Keyword Ad Group)
While SKAGs once helped improve ad relevance, they now often lead to over-complication and micro-managing. With automation and smart bidding in place, they lack flexibility.
Smarter Alternative: STAG (Single Themed Ad Group)
Instead of using one keyword per ad group, I now use 3 to 5 tightly themed keywords. The key is maintaining one clear intent or topic. This allows for better ad copy alignment and manageable optimization.
Example:
Theme: Business Office Chairs
- business office chairs
- office chairs for business
- chairs for business
- ergonomic office chairs for businesses
All of these revolve around a single theme: buying chairs for business use.
My Winning Google Ads Structure for Lead Generation
Here’s my exact strategy:
1. 3 to 5 Keywords Per Ad Group
Grouped by tight themes, not just random variations.
2. 1 to 2 Responsive Search Ads Per Ad Group
With headlines and descriptions that mirror your keyword theme.
3. Use All Available Ad Extensions (Assets)
- Sitelinks
- Callouts
- Structured snippets
- Call extensions
These not only expand your ad real estate but drastically boost CTR.
4. Keyword Match Types: Phrase & Exact Only
Avoid broad match unless you’re running high-volume tests. Use exact and phrase match to control traffic quality.
5. Use Negative Keywords Aggressively
Regularly audit your search terms report and block irrelevant traffic. This protects your budget.
Real World Theme vs Non-Theme Example
Let’s say you’re advertising a microphone.
Good Themed Group (Vlogging Mic):
- best vlogging mic
- buy vlogging mic
- wireless mic for vlogging
Bad Themed Group:
- studio microphone
- podcast mic
- condenser mic
While all are mics, their use-case and intent differ drastically. Mixing them reduces ad relevance.
Bonus Tip: Use Event-Based Ads
For some niches, running campaigns around events or seasonal needs (e.g., Black Friday office chairs) can spike your leads. Always align with user intent.
Final Thoughts
Testing is essential, but don’t fall into the trap of unnecessary complexity. Structure your Google Ads campaigns around clear, single themes, align ad copy with keywords, and keep a close eye on search term data.
This STAG-based approach continues to deliver high-quality leads for me and my clients across industries.
Want me to review your Google Ads campaign structure? Drop your URL in the comments or reach out here.
– Ali Raza
Google Ads Certified | Performance Marketer | AliRaza.co