Maximizing Scale and Performance: Granularity in Google Ads' Non-Brand Campaigns
In the world of Google Ads, precision isn’t just helpful — it’s essential. For non-brand campaigns in particular, granularity is the unlock for better performance, stronger relevance, and scalable growth.
At Prosper Marketing Group, we go beyond buzzwords and implement what actually works. And while SKAGs (Single Keyword Ad Groups) may have lost favor in some circles, the underlying principle of hyper-relevance remains foundational to effective Google Ads strategy.
Here’s why granular ad groups still matter — and how we modernize the approach to match Google’s evolving ecosystem.
Why Granular Ad Groups Still Matter
Granular ad groups give you a level of control and precision that broader structures can’t.
By clustering tightly related keywords — even if not true SKAGs — you can match ad copy to user intent with a high degree of relevance. This doesn’t just boost CTR; it improves Quality Score, lowers CPC, and creates a better user experience.
Benefits of Going Granular:
Tighter Keyword-to-Ad Alignment = more relevance
Higher CTRs = better engagement and lower bounce rates
Improved Quality Scores = cheaper CPCs and higher positions
Fewer Wasted Clicks = better ROI
Enhanced Copy Relevance: More Clicks, Lower Costs
When ad groups are focused, the copy gets sharper.
Including the target keyword in both your headlines and descriptions signals direct relevance. Google bolds these keywords in the ad display, increasing visibility and click likelihood.
This improves not only user engagement, but also algorithmic favorability. Better ad relevance = higher Quality Score = lower CPC = more efficient spend.
Real-World Result:
We've consistently seen clients reduce cost per acquisition (CPA) by 20–40% just by tightening ad groups and refreshing copy around intent clusters.
BMM Isn’t Dead — It Evolved
Remember Broad Match Modifier (BMM)? It’s technically gone — but in practice, its spirit lives on.
Thanks to AI-powered matching and smart bidding, modern broad match behaves more intelligently. When used inside a tightly themed ad group and paired with smart bidding, it can be:
Surprisingly accurate
Incredibly scalable
Still efficient (with proper negative keyword strategy)
What This Looks Like Today:
Grouping broad match terms under a unified theme (e.g., “warehouse inventory software”)
Layering in audience signals and automated bidding
Reviewing search terms frequently to prune irrelevant matches
Case Study: How Granularity + Modern BMM Drove Explosive Growth
One Prosper Marketing Group client restructured their non-brand search campaigns around a granular ad group model, using broad match terms combined with strong negative keyword curation.
The result?
YOY growth in non-brand revenue: +218%
Cost per lead: down 36%
Google Ads ROAS: nearly doubled
This wasn’t a one-off win. It was the result of leaning into what works today: relevance, structure, and smart AI alignment.
Final Take: Small Structure = Big Results
Granularity isn’t a trend — it’s a competitive advantage.
By building tighter ad groups, enhancing copy relevance, and embracing the evolved form of broad match, your Google Ads account becomes leaner, faster, and more profitable.
If you want to stop wasting spend and start scaling smarter, you don’t need to go back to SKAGs — but you do need to get granular.
Let’s Build Smarter
At Prosper Marketing Group, we live and breathe paid search — and we’ve helped brands scale from $500/day to $30k+/day while maintaining efficiency.
👉 Reach out here to see how we can help your Google Ads account perform like never before.
