Performance Marketing Knowledge Pack Files

Campaign Structure Templates

Ready-to-use campaign structures for common business types. Adapt to the specific account using media-context.md.

Ad Group Architecture Frameworks

Framework	Structure	When to Use	2025+ Status
SKAG (Single Keyword Ad Groups)	1 keyword per ad group, exact match	High-volume terms with 2%+ of total conversions and 500+ impressions/week	Declining — Smart Bidding reduces effectiveness
STAG (Single Theme Ad Groups)	Related keywords grouped by intent	Default for most campaigns with Smart Bidding	Current recommended default
SIAG (Single Intent Ad Groups)	Keywords grouped by searcher intent	Smart Bidding with broad/phrase match	Emerging best practice
Hagakure	Ad groups by destination URL, not keywords	Large accounts ($10K+/mo), high impression volume	Preferred for automation-first accounts

Selection guide by budget:

• Small/medium (<$10K/mo): SIAGs only, add SKAGs for proven high-performers
• Large ($10K+/mo): Hagakure for URLs with 3,000+ monthly impressions, SIAGs/DSAs for rest, SKAGs for top performers

Budget Allocation: The 70-15-15 Rule (Google Ads)

Tier	Allocation	What Goes Here	Graduation Criteria
Foundation	70% (min 60%)	Proven winners, high ROAS, consistent converters	—
Bridge	15%	Safe expansions (geo mods, service add-ons, question keywords)	Delivers Foundation-comparable ROAS
Frontier	15% (min 10%)	New tests, competitor keywords, adjacent services	100+ clicks AND meets conversion targets

Rebalance on a 30-day cycle: Evaluate Frontier at 100+ clicks, promote to Bridge if converting. Promote Bridge to Foundation when ROAS matches.

SaaS / B2B Lead Gen

Campaign: {brand}_leads_search_{geo}_brand
  Ad Group: brand-exact       [brand name, brand + product]
  Ad Group: brand-misspellings [common misspellings]

Campaign: {brand}_leads_search_{geo}_nonbrand-core
  Ad Group: {product-category}_exact    [crm software, crm platform]
  Ad Group: {product-category}_phrase   "crm software" "crm platform"
  Ad Group: {use-case}_exact            [manage customer relationships]
  Ad Group: {use-case}_phrase           "manage customer relationships"

Campaign: {brand}_leads_search_{geo}_nonbrand-long-tail
  Ad Group: {pain-point}_phrase         "too many spreadsheets for contacts"
  Ad Group: {comparison}_phrase         "salesforce alternative" "hubspot vs"

Campaign: {brand}_leads_search_{geo}_competitor
  Ad Group: {competitor-1}_exact        [competitor name]
  Ad Group: {competitor-2}_exact        [competitor name]

Budget split: Brand 10-15% | Non-brand core 50-60% | Long-tail 15-20% | Competitor 10-15%

Bidding: Brand → Target IS (90%) | Non-brand → tCPA | Competitor → tCPA (higher target, lower conv rate)

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Ecommerce

Campaign: {brand}_sales_shopping_{geo}_allproducts
  → Standard Shopping or Performance Max (feed-based)

Campaign: {brand}_sales_search_{geo}_brand
  Ad Group: brand-exact
  Ad Group: brand-product     [brand + product name]

Campaign: {brand}_sales_search_{geo}_category
  Ad Group: {category-1}_exact    [running shoes, running sneakers]
  Ad Group: {category-1}_phrase   "running shoes" "running sneakers"
  Ad Group: {category-2}_exact    [trail running shoes]

Campaign: {brand}_sales_search_{geo}_product
  Ad Group: {product-1}_exact     [specific product name + model]
  Ad Group: {product-2}_exact     [specific product name + model]

Campaign: {brand}_sales_search_{geo}_generic
  Ad Group: {generic-intent}_broad    best shoes for running (with smart bidding)

Budget split: Shopping/PMax 40-50% | Brand 10% | Category 25-30% | Product 10-15% | Generic 5-10%

Bidding: Shopping → tROAS | Brand → Target IS | Category → tROAS | Product → tROAS | Generic → Max conversions (capped)

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Local Business / Service

Campaign: {brand}_leads_search_{city}_brand
  Ad Group: brand-exact
  Ad Group: brand-service     [brand + plumber/dentist/etc]

Campaign: {brand}_leads_search_{city}_service-core
  Ad Group: {service}_exact        [plumber near me, emergency plumber]
  Ad Group: {service}_phrase       "plumber in {city}"
  Ad Group: {service-type}_exact   [pipe repair, drain cleaning]

Campaign: {brand}_leads_search_{city}_service-urgent
  Ad Group: {emergency}_exact      [emergency plumber, 24 hour plumber]
  Ad Group: {emergency}_phrase     "emergency plumber {city}"

Budget split: Brand 10% | Core service 60% | Urgent/emergency 30%

Bidding: Brand → Target IS | Core → tCPA | Urgent → tCPA (higher budget, time-sensitive)

Extensions: Location, call, structured snippets (services), callouts (24/7, licensed, insured)

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RSA Headline Templates

15 headlines per ad group, organized by type:

Slot	Type	Template	Example
1	Keyword	{Primary keyword} — direct match	CRM Software for Teams
2	Keyword	{Keyword + qualifier}	Best CRM Software 2025
3	Keyword	{Keyword + audience}	CRM for Small Business
4	Benefit	{Outcome verb} + {result}	Close 40% More Deals
5	Benefit	{Save/reduce} + {pain point}	Save 10 Hours a Week
6	Benefit	{Achieve} + {outcome}	Grow Revenue Faster
7	Social proof	{Number} + {users/companies}	Trusted by 5,000+ Teams
8	Social proof	{Award/rating}	Rated #1 on G2
9	CTA	{Action} + {offer}	Start Your Free Trial
10	CTA	{Action} + {time qualifier}	Get Started in 5 Minutes
11	Offer	{Price/discount}	Plans from $29/month
12	Offer	{Free + qualifier}	Free 14-Day Trial
13	Brand	{Brand name} + {category}	Acme — Modern CRM
14	Dynamic	{KeyWord:Default Text}	{KeyWord:CRM Software}
15	Differentiator	{Unique feature/claim}	No Credit Card Required

Description templates (4 per ad group):

Slot	Type	Template
1	Benefit + CTA	{Primary benefit}. {Supporting detail}. {CTA with offer}.
2	Feature + proof	{Key feature} that {outcome}. {Social proof point}.
3	Trust + CTA	{Trust signal}. {Differentiator}. {CTA}.
4	Urgency/offer	{Time-limited offer or reason to act now}. {What they get}. {CTA}.

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Negative Keyword Starter Lists

Universal negatives (add to all non-brand campaigns):

free, cheap, diy, how to, what is, definition, meaning, tutorial,
jobs, careers, hiring, salary, resume, certification, course, class,
review, reviews, reddit, quora, complaint, scam, lawsuit

B2B SaaS negatives:

open source, self hosted, download, crack, torrent, template,
student, personal, hobby, excel, spreadsheet, google sheets

Ecommerce negatives:

used, refurbished, repair, fix, manual, instructions, recall,
wholesale, bulk, dropship, amazon, ebay, walmart

Local service negatives:

diy, how to, training, school, license, certification, supplies,
equipment, tools, wholesale, jobs, hiring, salary