Keyword Theme Grouper: turn a keyword list into Google Ads ad groups

Put keywords together when one ad and one landing page can answer all of them. A practical rule is one service or product per ad group, with a separate group for each city if your ads name the city. This tool groups by the main word in each keyword and splits by city, and you can move anything it gets wrong before you export.

There is no magic number. What matters is that every keyword in the group suits the same ads and landing page, which might mean five keywords or thirty. If some keywords need a different headline, give them their own group. If a group gets almost no searches, merge it with its closest neighbour so it is not left with too little traffic to judge.

Google Ads lets you add up to 50 search themes per asset group. Search themes are optional signals that tell Performance Max which searches matter to you, on top of what it predicts from your assets and landing pages. Google advises against near-duplicates such as close synonyms, and your negative keywords and brand exclusions still apply.

Yes. Download the CSV for Google Ads Editor, which has Campaign, Ad group, Keyword and Criterion Type columns. In Editor, select Account › Import › From file, check the column headers and import. The rows arrive as proposed changes that you review and keep before posting. To add the groups to a campaign you already have, use its exact name.

Keywords with words such as free, jobs, salary, course, college, pdf or meaning usually come from job seekers, students or researchers rather than buyers. The tool leaves them out of the ad groups and suggests the words as phrase match negatives. If a word is part of what you sell, such as course for a training institute, move those keywords back into a group.