In this conversation, Yousaf Yunes discusses the transition from Single Keyword Ad Groups (SKAG) to Single Themed Ad Groups (STAG) in Google Ads. He emphasizes the importance of focusing on conversions rather than quality scores, the limitations of SKAG, and the benefits of using STAG for better management and scaling. Yousaf also highlights the role of dynamic keyword insertion and creative strategies in optimizing ad performance. He concludes with resources for further learning and engagement.   STAG is a more effective approach than SKAG for Google Ads. Quality scores are not indicative of conversion success. Focus on conversions rather than just high CTR. Dynamic keyword insertion can enhance ad relevance. Let the algorithm optimize your ad performance. STAG allows for better management and scaling of campaigns. Use search term reports to refine targeting. Creative ad strategies are essential for success. B2B lead generation requires a different approach in STAG. Resources like Medium articles and podcasts can provide further insights. titles From SKAG to STAG: A New Era in PPC Revolutionizing Google Ads with STAG Sound Bites "STAG is the way you should be designing your terms." "SEMrush is absolutely exposing your campaign setup." "Quality scores do not take into account conversion." Chapters 00:00 The Rise of STAG in Google Ads 02:54 Understanding Quality Scores and Conversions 05:46 The Limitations of SKAG and the Need for Flexibility 08:45 Scaling with STAG: A New Approach 12:14  Dynamic Keyword Insertion and Creative Strategies 14:52 Final Thoughts and Resources for Success   keywords STAG, SKAG, Google Ads, Quality Scores, Conversions, Dynamic Keyword Insertion, PPC Strategies, Machine Learning, Ad Management, Digital Marketing