STAG
Also called single theme ad groups
By the AdFlint research team · Last reviewed July 2026
Groups keywords that share one intent into a single ad group, so the ads and landing page can address that theme.
Single theme ad groups sit between SKAG fragmentation and full consolidation: a handful of semantically close keywords, one set of responsive search ads, one landing page. Most modern Search accounts land here because it preserves relevance while pooling enough conversions for automated bidding. The mistake is drawing themes too narrowly, which recreates SKAGs under a new name and starves each ad group of signal.
STAG compared with
The settings this gets confused with, and how to tell them apart.
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