The Alpha Beta account structure was the gold standard of paid search.
Over the past several years, PPC marketers have adapted to Google’s push into automation and AI by first tweaking Alpha Beta – built on single keyword ad groups (SKAGs) – and eventually moving away from it altogether.
SKAG maintenance and buildout are no longer ideal for paid search in 2026 and beyond – but that transition isn’t as simple as flipping a switch.
Existing SKAGs still hold valuable data and insights you can carry into a more consolidated setup.
This article covers the benefits of SKAG consolidation and best practices for building a structure that sets your campaigns up for success.
Why consolidate your SKAGs
As a control-loving performance marketer who’s reluctant to let Google’s AI take the reins if I can help it, I understand the appeal of SKAGs.
The precision of custom bidding, tailored ad copy, and specific landing pages is hard to give up.
The challenge is that “precision” isn’t what it used to be.
With Google’s looser match types, we have to accept that controlling every query – even the highest-converting ones – is no longer possible.
At the same time, Google now rewards data density and streamlined account structures.
Its interface makes consolidation easier, and its algorithms improve faster when fed with more robust data.
While results will vary, it’s reasonable to expect a modest lift in efficiency – around 10% – when consolidation is done right.
The controls that still matter lie elsewhere:
- Enhanced conversions.
- Strategic use of offline conversion tracking (OCT).
- Negative keywords.
- Ad copy that reflects a deep understanding of the user.
I’ve found it’s a far better use of my team’s time to optimize with those levers – and to strengthen tracking and measurement both within Google and across channels.
That focus delivers far more value than the manual, time-consuming process of SKAG buildout and maintenance.
If you consolidate your SKAGs effectively, it’s very possible you won’t suffer the initial drop in performance we’re all used to seeing from major account restructures.
At my agency, we’ve managed to consolidate a range of accounts without seeing a big negative impact – and from there, the data density feeding the algorithm can get to work.
Dig deeper: When to restructure your Google Ads account – and how to do it right
Best practices for SKAG consolidation
To make consolidation work, focus on building a structure that balances data density with control.
Avoid over-segmentation
Remember: Google’s algorithm likes data density.
Transitioning from SKAGs to two-keyword ad groups won’t accomplish much, and we still inherit accounts with hundreds of ad groups that need further consolidation.
Sprawling, over-segmented set-ups lead to very concrete issues:
- Inefficient budget allocation…
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