Clicks and Clarity with Claire
If you’re spending real money on Google Ads and still asking, “Why isn’t this working?”—this podcast is for you.
I’m Claire Jarrett, Google Ads strategist and founder of Jarrett Digital. Each week, I break down what’s actually going on behind the numbers—so you can stop wasting ad spend, start attracting qualified leads, and scale with confidence.
No fluff. No jargon. Just clear advice, real audits, and proven strategies from accounts managing four to six figures in monthly ad spend.
Whether you're DIY-ing your ads or working with an agency, this is the clarity you've been missing.
Clicks and Clarity with Claire
Should You Still Use SKAG For Your Google Ads?
In this episode of Clicks & Clarity with Claire, we’re breaking down one of the most hotly debated strategies in PPC: Single Keyword Ad Groups (SKAGs). Claire Jarrett walks you through what SKAGs are, how they can boost your Quality Score, lower your costs, and give you full control over your Google Ads campaigns. You'll learn the pros, the cons, and how to optimise SKAGs effectively in 2025. Whether you're new to SKAGs or looking to refine your approach, this episode gives you the clarity you need to turn clicks into customers.
Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion. I'm Claire Jarrett, and today we're diving into a topic that sparks plenty of debate among advertisers: Single Keyword Ad Groups, or 'SKAGs'. If you're tired of Google's algorithms running wild with your budget, and you're ready to take back control, SKAGs might just be your next move. But before you jump in, let's break down exactly what SKAGs are, their pros and cons, and how to optimise them effectively. First, what exactly is a Single Keyword Ad Group? Simply put, it's an ad group containing just one keyword. This means every ad in that group is triggered by one specific keyword, allowing you to tailor your ads precisely to the searcher's intent. Let's say you're a personal injury solicitor. Traditionally, you'd group keywords like 'personal injury lawyer,' 'accident attorney,' and 'injury lawyer' together. But these terms aren't identical. 'Accident attorney' could mean various types of claims, while 'personal injury lawyer' is highly specific. With SKAGs, you'd separate these keywords into individual ad groups, allowing you to craft laser-focused ads that resonate deeply with each searcher's exact query. Now, let's dive into the pros of SKAGs. First up: increased Quality Score and ad relevance. Think about it—when you're searching for ballroom shoes, you don't want to see trainers or boots. You want exactly what you're looking for. Google rewards this specificity with higher Quality Scores, lower costs per click, and better ad positions. Your audience sees highly relevant ads, increasing their likelihood of clicking and converting. Second, SKAGs give you more control. Google loves automation, but blindly trusting their algorithms can drain your budget fast. With SKAGs, you can track each keyword individually, adjusting bids based on real performance data. You can even fine-tune bids by device, location, or time of day—something that's nearly impossible when multiple keywords share one ad group. Third, SKAGs offer unmatched flexibility for testing and optimisation. When each ad group targets just one keyword, your data is crystal clear. You can easily run A/B tests, quickly identifying what's working and what's not. And if you're worried about messy reporting, don't be. Simply use ad group labels to group related keywords, keeping your insights organised and actionable. But let's be clear—SKAGs aren't perfect. The first downside: they take time. Managing hundreds of ad groups, each with its own ads, assets, and settings, can quickly become overwhelming. That's why I recommend reserving SKAGs for your highest-value keywords—the ones driving your best leads and customers. The second downside: over-segmentation. If you spread your audience data too thin across multiple keywords, you might struggle to gather enough data to make informed decisions. Again, the solution is simple: use SKAGs strategically, focusing on keywords with sufficient traffic to justify the effort. So, how do you optimise your SKAGs effectively? First, experiment with different match types. Broad match is Google's default, but it can lead to irrelevant clicks. Instead, test Phrase Match to keep your targeting precise and your budget efficient. Next, strengthen your ad copy, landing pages, and ad extensions. Remember, the whole point of SKAGs is relevance. Make sure every element of your ad aligns perfectly with the search intent behind your chosen keyword. If you're advertising personal injury services, your ad extensions should link directly to relevant pages like 'Personal Injury Cases' or 'Client Testimonials'. Finally, stay organised. I've seen advertisers abandon successful SKAG campaigns simply because they became too messy. Create clear naming conventions, map your SKAGs in a spreadsheet, and regularly audit your campaigns to avoid keyword cannibalisation and duplication. Now, the big question: are SKAGs still relevant in 2025? Absolutely—if the pros and cons align with your goals. In an era where personalisation is king, SKAGs offer unmatched precision and control. Once you experience the clarity and performance boost SKAGs provide, you'll never look back. That's all for today's episode of Clicks & Clarity with Claire. If you're ready to take your Google Ads to the next level, my team and I are here to help. Or, if you prefer the DIY route, grab my best-selling Google Ads book and set up your campaign in seven rapid steps. Thanks for listening, and remember: clarity leads to clicks, and clicks lead to customers. Until next time, goodbye for now!