Hagakure vs SKAG: Google Ads for the Modern Samurai
You know that moment in a Google Ads audit where you open the account and see 178 ad groups, each lovingly crafted around one single keyword like “best running shoes for wide feet men 2024”? Yeah, same. It’s 2025, but SKAGs (Single Keyword Ad Groups) are still lurking around like dial-up modems at a fibre internet party.
Today, we’re diving into Hagakure, no, not the 1700s samurai manual (although that’s where it gets its name), but the Google Ads structure that’s either a genius shift toward automation or a warning sign that Google’s trying to takeover your entire account.
Let’s slice this open. Samurai-style.
So, what is the Hagakure method?
Inspired by the samurai philosophy of purpose and clarity, Hagakure is Google’s push for simpler, broader, signal-rich campaign structures. It’s not about swinging a samurai sword, but rather slicing through complexity in your ad setup.
Instead of granular ad groups targeting ultra-specific search terms, Hagakure says:
“Consolidate. Simplify. Feed the algorithm.”
Think fewer campaigns, broader match types, and a heavier reliance on automation and machine learning to do the heavy lifting. Google's idea is that a simplified structure improves “signal liquidity”, that’s fancy talk for: the more data flowing through your ad sets, the faster the machine can learn and optimise performance (Search Engine Land).
Companies have embraced it and seen performance lifts across conversion rates and CPA ( Think With Google). It works if you’ve got the volume and structure to match.
Should you use it?
Here’s the short answer: maybe.
Here’s the longer answer: only if your account’s got enough data, conversions, and budget to feed the beast.
The Hagakure method thrives on:
Broad match keywords (yes, really)
Consolidated campaign structures
Automated bidding strategies
Rich conversion signals (GA4, CRM, and server-side)
So if your account’s getting 30+ conversions a month per campaign, you’ve got clean data, and you’re ready to let go of micro-control… Hagakure might be your ticket to better efficiency and less account maintenance (PPC Geeks, MeasureU).
But if you’re running lean or targeting very specific, high-intent terms, you might want to keep those SKAGs around a little longer. More on that in a sec.
Why I’m still seeing SKAGs in 2025 (and why they’re not dead)
Despite the cool automation samurai vibes, SKAGs still have a place.
They’re:
Clean
Controllable
Easy to analyse
Often better for low-budget or niche campaigns
They shine in scenarios where precision is more important than machine speed. Think local services, high-margin products, or brand protection campaigns. And hey, when Google gets too hungry with its broad match obsession, SKAGs let you keep your spend where it matters (Search Engine Land, Adriel).
That said, SKAGs require serious upkeep. You’re constantly splitting ad groups, writing variations, and dealing with overlap. Not exactly scalable if you’ve got 20+ products or multiple markets.
The big “beware” with Hagakure
Here’s the trap: Hagakure makes it easy to oversimplify.
And when you give Google too much free rein, you might find your ads showing for terms you really didn’t mean to pay for. Like your $1,000 premium mattress ad showing for “cheap airbeds for camping”.
Without proper negative keywords, conversion tracking, and audience exclusions, Hagakure can blow through your budget faster than a drunk sailor on shore leave (Search Engine Land).
Also, if you're not hitting the recommended data thresholds, Google doesn’t have enough info to optimise properly and your CPCs can skyrocket.
Our Take? It Depends.
Hagakure is sleek, smart, and effective if you’ve got the budget, data, and tracking in place. SKAGs are still powerful for niche or tightly controlled campaigns. Like most things in life (and marketing), it’s not one-size-fits-all.
At Dadek Digital, we tailor our approach based on your business goals, not just the latest Google gospel. We’ve run both styles across for our clientss, and we’ll help you cut through the noise (and bad advice) to build a structure that actually drives results.