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
The Lazy Ad Group Mistake: Why Structure Matters More Than You Think
In this episode of Clicks & Clarity with Claire, we're unpacking a costly mistake many advertisers don't even realise they're making: the lazy ad group.
Claire Jarrett reveals why lumping all your keywords into a single ad group isn't just messy—it's actively hurting your results.
You'll discover how proper campaign structure directly impacts your click-through rates, quality scores, and ultimately, your cost per lead.
Learn exactly how to structure your ad groups around clear themes, match them precisely to your ads and landing pages, and watch your conversions soar.
Stop settling for lazy ad groups.
Tune in now and transform your Google Ads performance.
Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion.
I'm Claire Jarrett, and today we're tackling a costly mistake that's quietly sabotaging your Google Ads performance: the lazy ad group.
If you've ever wondered why your ads aren't converting, despite spending hours tweaking keywords and bids, this episode is for you.
Let's start with a quick reality check.
I recently audited an account where the agency had dumped over one hundred random keywords into a single ad group.
The result?
Low relevance, poor quality scores, and sky-high costs per click.
That's not just messy—it's actively hurting your results.
Here's why this matters.
Google rewards relevance.
When your keywords, ads, and landing pages align perfectly, Google gives you higher quality scores.
Higher quality scores mean lower costs per click, better ad positions, and ultimately, more conversions at a lower cost.
But when you lump everything together into one lazy ad group, you're telling Google, "I don't care about relevance."
And Google responds accordingly—by charging you more and showing your ads less.
So, how do we fix this?
Step one: Structure your campaigns around clear themes.
Each campaign should represent a distinct product, service, or customer need.
For example, if you're a law firm, you'd have separate campaigns for probate law, estate planning, and family law.
Step two: Within each campaign, create tightly themed ad groups.
Each ad group should focus on a specific aspect of your service.
For probate law, you might have separate ad groups for "probate lawyer," "probate fees," and "probate process."
This allows you to write laser-focused ads that speak directly to each searcher's intent.
Step three: Match your keywords precisely to your ads.
If your ad group is about "probate fees," every keyword in that group should relate directly to probate fees.
No exceptions.
This ensures your ads are highly relevant to the searcher's query, boosting your click-through rates and quality scores.
Step four: Align your landing pages with your ad groups.
If your ad promises information about probate fees, your landing page better deliver exactly that.
Misalignment here kills conversions and wastes your budget.
Now, let's address a common objection: "But Claire, won't creating multiple ad groups take more time?"
Yes, initially.
But the payoff is huge.
Properly structured ad groups mean lower costs, higher conversions, and less wasted spend.
It's an investment that pays for itself many times over.
Here's a real-life example.
I audited a dental implant campaign recently.
They had one ad group targeting everything from "cheap dentists" to "dental implants."
By restructuring their account into separate ad groups—one specifically for dental implants, another for general dentistry—and aligning their ads and landing pages accordingly, we dramatically improved their lead quality and reduced wasted spend.
Let's recap the key points:
One, lazy ad groups hurt your relevance, quality scores, and conversions.
Two, structure your campaigns around clear themes.
Three, create tightly themed ad groups within each campaign.
Four, match your keywords precisely to your ads.
Five, align your landing pages exactly with your ad groups.
Remember, Google Ads success isn't about throwing everything at the wall and seeing what sticks.
It's about precision, relevance, and alignment.
That's all for today's episode of Clicks & Clarity with Claire.
If you found this helpful, please subscribe and leave a review.
And remember, clarity leads to clicks, and the right clicks lead to customers.
Until next time, this is Claire Jarrett reminding you: stop settling for lazy ad groups.
Structure your campaigns properly, and watch your results soar.
Goodbye for now!