When it comes to lead generation, the right ad setup can make all the difference. While many marketers are familiar with the mechanics of running ads on Google or Meta, fewer understand how to structure those ads for maximum impact, particularly using methods like Single Keyword Ad Groups (SKAGs) on Google and sophisticated audience targeting on Meta.
Whether you’re working with paid search ads or paid social campaigns, there’s no one-size-fits-all formula. But by combining SKAGs with smart Meta targeting, you can create highly effective lead-gen campaigns that consistently deliver qualified leads. Let’s break it down.
What Are SKAGs and Why Should You Care?
SKAGs (Single Keyword Ad Groups) are a method in Google Ads where each ad group is set up to target only one keyword. This is a far more granular approach than traditional ad setups, where multiple keywords live within one ad group.
With SKAGs, you’re laser-focusing on individual search queries. Each ad in the group is built around a single keyword, meaning the ad copy and landing page are perfectly aligned with the searcher’s intent. This can lead to:
✔️ Higher relevance
✔️ Improved click-through rates (CTR)
✔️ Enhanced quality scores
In a competitive space like lead generation, these improvements are crucial. But while SKAGs are great for precision, they can be a bit more time-consuming to set up and manage, so it’s important to weigh up the benefits of this highly targeted approach against the time and effort required.
SKAGs: Best Practices for Lead Generation Campaigns
Here’s how to set up SKAGs effectively for lead-gen campaigns on Google Ads:
1. Start With Your Most Profitable Keywords
Before diving into creating SKAGs, it’s essential to identify your highest-converting keywords. Use data from past campaigns and conduct fresh keyword research to pinpoint the most lucrative search terms for your business. Prioritise long-tail keywords that indicate high intent, such as “best CRM software for small businesses” over general terms like “CRM software.”
2. Use All Match Types
Create separate SKAGs for broad, phrase, and exact match keywords. By doing this, you ensure that your ads are displayed to a wider range of searchers without diluting relevance. Having all three match types in play gives you more control over how Google matches your ads with search queries.
3. Create Highly Relevant Ad Copy
The beauty of SKAGs is the ability to craft hyper-specific ad copy. Ensure that the keyword you’re targeting appears in your headline and description text. For example, if your keyword is “CRM software for freelancers,” your ad copy should speak directly to that audience, mentioning the keyword and addressing their specific needs.
4. Align Your Landing Page With the Keyword
Consistency is key. Make sure that your landing page is aligned with the keyword you’re targeting. If someone clicks on an ad about “CRM software for freelancers,” the landing page should be focused on that topic, providing valuable information or offering a lead magnet that appeals directly to freelancers.
STAGs vs. SKAGs: Is One Better?
Single Topic Ad Groups (STAGs) are an evolution of SKAGs. Instead of focusing on just one keyword, STAGs target a group of closely related keywords under a single theme. For example, a STAG for a software company might target “CRM software for freelancers,” “best CRM software for freelancers,” and “CRM tools for freelancers.”
STAGs are useful for:
- Capturing more variations of the searcher’s intent
- Reducing the need to create separate ads for every keyword
- Simplifying account structure without losing relevance
Are STAGs better than SKAGs? It depends. STAGs provide a middle ground between granular control and broader reach, making them more scalable for larger accounts. However, for extremely high-intent lead-gen campaigns, SKAGs still offer superior precision and relevance, which can lead to better quality scores and conversion rates. The right choice depends on your campaign goals and available resources.
Meta Ads: Lead Gen Targeting at Its Best
While SKAGs dominate on the search side of things, Meta Ads (Facebook and Instagram) require a different approach. Here’s how to build a robust lead generation campaign on Meta using advanced targeting techniques.
1. Lookalike Audiences
Lookalike audiences allow you to target users who are similar to your existing customers. This is particularly powerful for lead gen because you’re essentially cloning your most valuable audience segments. For example, if you’re targeting decision-makers in SMEs, you can use your customer list to create a lookalike audience that shares the same characteristics, behaviours, and interests.
2. Retargeting Audiences
Lead generation campaigns often require multiple touchpoints before someone becomes a qualified lead. That’s where retargeting comes in. Use Meta’s retargeting capabilities to re-engage users who have already interacted with your brand—whether they visited your website, clicked on an ad, or watched one of your videos.
3. Dynamic Creative
Just like responsive ads on Google, Meta’s dynamic creative feature allows you to mix and match different headlines, descriptions, images, and calls-to-action to create multiple ad variations. The system then serves the best-performing combinations, optimising for maximum conversions. This is ideal for lead-gen because you can test different messaging and visuals to see what resonates most with your audience.
The Magic Happens When You Combine the Two
While SKAGs and Meta targeting are each powerful on their own, their true potential is realised when used together in an integrated strategy. By running highly targeted SKAG campaigns and complementing them with retargeting and lookalike campaigns on Meta, you’ll be covering both high-intent searchers and broader, yet relevant, audiences.
Here’s how you can marry the two for optimal lead-gen results:
1. Use Meta Retargeting to Re-engage Google Searchers
If someone clicks on your Google ad but doesn’t convert, use Meta retargeting to keep your brand top-of-mind. By showing them a different ad on Facebook or Instagram, you can give them another nudge to convert, this time in a more relaxed, social environment.
2. Apply Learnings From Google to Meta Audiences
Look at what’s working well in your SKAG campaigns and apply those learnings to Meta. For example, if certain keywords are driving high-quality leads on Google, consider targeting the same topics in your Meta campaigns. You can even create custom audiences around search intent keywords and test different ad creatives based on search behaviours.
3. Align Lead Magnets Across Platforms
The lead magnet you’re offering on Google should match what you’re promoting on Meta. Whether it’s a free trial, a downloadable guide, or a consultation, keeping your messaging consistent across platforms creates a seamless experience for potential leads, increasing your chances of conversion.
But to make it all work, don’t forget conversion tracking
No lead generation campaign is complete without robust conversion tracking. Make sure your Google and Meta pixels are correctly set up and tracking all conversions—whether they happen on-site or through lead forms. This is crucial for optimising your campaigns and scaling them effectively over time.
So, is 2025 the year you finally master lead gen? With SKAGs on Google and precise targeting on Meta, combined with accurate tracking, you’re well on your way to doubling your lead volume and scaling your business. Let’s make it happen.