Theme A
Emergency plumber
Headline promise: help tonight. Landing page: burst pipe, out-of-hours, call now.
- emergency plumber near me
- burst pipe repair
- 24 hour plumber
Ad Group Builder
One promise per ad group. Then walls so they cannot fight each other.
Keywords share an ad group theme only when they convert on the same headline and the same landing page. Emergency and elective never share an ad. Exact negatives keep your own themes from bidding against each other, and those walls are re-checked on every push.
The problem
What goes wrong without it
Most accounts dump related keywords into one ad group because they share nouns. The ad tries to speak to everyone. The page tries to sell everything. Quality Score droops. The wrong query wins the auction inside your own structure.
Even when themes are split by hand, almost nobody builds cross-theme Exact negatives from the real keyword lists. Theme A keeps triggering for Theme B's searches. You pay twice for the privilege of a confused landing.
Worked split
Same trade. Different need. Two ads.
Theme B
Boiler installation
Headline promise: planned install and quote. Landing page: survey, models, book a visit.
- boiler installation quote
- new boiler cost
- combi boiler install
Then Theme A receives Exact negatives for Theme B's service terms, and Theme B receives Exact negatives for Theme A's. The walls are built from the curated lists, not from vague category labels.
What it does
From split decision to silo mesh
01
Same headline. Same page. Or it splits.
An ad group theme stays together only when every keyword would convert on the same responsive search ad promise and the same landing page message. If either would change, the cluster splits.
02
Psychology, not synonyms
Emergency and elective are different buyers. Buyer and seller are different buyers. They need different headlines and different pages. Synonym wording that still sells the same job stays in one group.
03
Worked split: plumber
“Emergency plumber near me” and “boiler installation quote” cannot share an ad. One person needs help tonight. The other is planning a project. Same trade. Different promise. Two themes.
04
Silo walls between your own themes
Once themes are live in a campaign, each ad group gets Exact negatives of the other themes’ service-specific keywords. Your own themes stop stealing each other’s queries. Most accounts never build this by hand.
05
Re-checked on every push
Create, link, sync, or launch: the full campaign mesh is checked again. Missing walls are added. Existing Exact negatives are left alone. Safe to re-run. Hard to forget.
The rules
What this module refuses to blur
Rule 01
Same Ad, Same Page
One ad group only when keywords share one headline promise and one landing page message. Otherwise split.
Rule 02
Psychology Split
Emergency vs elective, and buyer vs seller, get separate themes so urgency and quote-led messages never share an ad.
Rule 03
No Synonym Split
Wording variants that still sell the same job on the same page stay together.
Rule 04
Silo Walls
Distinct themes get Exact negatives of each other’s service-specific keywords so queries land in the right group.
Rule 05
Silo on Every Launch
Every push re-checks the campaign mesh and adds any missing walls.
What you see
Ad Group Builder in the product
Related
Other modules that connect
Build
Account Audit
A structural read of the account: tracking, targeting, waste, and match quality.
Build
Keyword Intelligence
From a seed phrase or URL: ad group themes, buying intent, and negatives for neighbouring trades.
Build
Campaign Builder
Assembles themes into a launchable Search campaign with expert defaults shown inline.
Get started
Split by promise. Wall the themes.
Connect read-only. See how your themes would split and how the walls would look.