SKAG & STAG Ad Group Builder

Turn a keyword list into structured Google & Microsoft Ads ad groups — SKAG (Single Keyword Ad Group: one keyword per group) or STAG (Single Theme Ad Group: keywords grouped by theme, capped at N) — with suggested match types, ready for bulk import.

How to use

Paste your keywords

One keyword per line, or separated by , ; or : — and set the campaign they belong to above.

Choose a structure

SKAG (Single Keyword Ad Group — one keyword per group) or STAG (Single Theme Ad Group — keywords grouped by theme, capped at N). Pick the match types to generate.

Download or copy

Export a Google Ads Editor or Microsoft Advertising CSV, grab all as a .zip, or copy a Google bulk sheet — ready to import.

Campaign applied to every ad group

Ad group structure

SKAG Single Keyword Ad Group STAG Single Theme Ad Group

Max keywords per ad group STAG mode

Keywords one per line, or , ; :

Match types one row per selected type

Broad Phrase "kw" Exact [kw]

Remove duplicates Lowercase Strip [ ] " +

Structure

Ad groups

Keywords

Rows to import

Ad group / keyword	Match types
Paste keywords to preview your ad groups.

Download CSV

Copy to clipboard

What this tool does

SKAG (Single Keyword Ad Group) — one ad group per keyword, for maximum message-to-search relevance at the cost of more ad groups to manage.
STAG (Single Theme Ad Group) — keywords grouped by theme, capped at a number you set, for a lighter structure that still keeps ad groups tight.
Exports the finished structure as a Google Ads Editor CSV, Microsoft Bulk CSV, Microsoft Editor CSV, a .zip of all three, or a Google bulk sheet.

Related tools

Keyword Bulk CSV Generator — A simpler export if you do not need SKAG/STAG grouping logic
Keyword Combiner — Build the keyword list to feed into this ad-group structure
RSA Character Counter — Write the ads that go in each new ad group, within Google’s limits

Last updated: 19 August 2026 · Built by the CWA Europe PPC team.