What is single keyword ad groups (SKAGs) vs STAGs?

SKAGs put one keyword per ad group for maximum control; STAGs (Single Theme Ad Groups) cluster related keywords. Modern Smart Bidding favors STAGs - they pool data and reduce thin ad groups.

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Want the full playbook? Read Google Ads Keyword Playbook for 2026 — A practical guide to keyword research, match types, account structure, negatives, optimization, and AI-assisted management for Google Ads in 2026.