What is the Keyword Combiner & SKAG Builder?

Mix up to five lists of words — for example modifiers, services and locations — into every useful combination. The combiner merges the lists in order, optionally adds every word-order permutation, applies the match types you want and removes duplicates.

Then turn the output into ad groups automatically: one keyword per ad group (SKAG), or tightly themed groups built around a shared service (STAG). Export straight to Google Ads Editor.

Key features of the Keyword Combiner & SKAG Builder

• Up to five columns

  Combine modifiers, products, services, locations and suffixes in one pass.

• Optional columns

  Mark columns as optional so combinations are created with and without them.

• Permutations

  Generate every word order (e.g. “plumber Austin” and “Austin plumber”).

• Match type output

  Broad, phrase, exact or all three.

• SKAG and STAG grouping

  Build single-keyword or theme-based ad groups automatically.

• Editor CSV

  Campaign, ad group, keyword and criterion type columns ready to import.

How to use the Keyword Combiner & SKAG Builder

1. Fill the columns

   Enter one word or phrase per line in each column you want to use.

2. Choose options

   Mark optional columns, enable permutations and pick match types.

3. Combine

   Review the combined list, its word counts and any keywords that break Google’s limits.

4. Group and export

   Choose SKAG or STAG grouping, name the campaign and download the CSV.

Are single keyword ad groups (SKAGs) still worth it?

SKAGs were popular because one keyword per ad group let advertisers write perfectly matched ads. Since close variants and broader phrase matching, a single keyword now triggers many searches anyway, so strict SKAGs often fragment data. Most accounts now do better with STAGs: single-theme ad groups that hold a handful of closely related keywords sharing the same ad and landing page.

This tool supports both, so you can choose based on the size of your account and how much conversion data each ad group will collect.

Avoiding keyword bloat

Combining five lists can produce thousands of keywords, most with no search volume. Keep columns focused, prefer the words customers actually use, and remove odd combinations before export. Low-search-volume keywords do not hurt you, but they make the account harder to manage.

Pro tips from our PPC and SEO team

• Put the core service in its own required column.
• Use optional columns for modifiers like “best” or “near me”.
• Turn permutations on only for two- or three-word combinations.
• Aim for 5–20 keywords per themed ad group.

Keyword Combiner & SKAG Builder: frequently asked questions

Related free tools

• Keyword Match Type Converter Convert keyword lists to broad, "phrase", [exact] and negative formats, clean disallowed symbols, remove duplicates and export an Editor-ready CSV.
• Google Ads Keyword Generator Generate hundreds of high-intent keywords from services and locations, pull live Google Autocomplete ideas, score intent and export in any match type.
• Google Ads Campaign Builder Build a full search campaign — ad groups, intent keywords, responsive search ads, negatives, sitelinks and callouts — and export a Google Ads Editor CSV.
• Negative Keyword List Generator Build a negative keyword list from 1,000+ curated terms by category and industry, check conflicts with your keywords and export in any match type.