1 - Before creating ad groups, you need to split your keywords up into narrow themes (that align with the 'Intention' behind the keyword / search) and create ad groups around them.
It’s best not to have too many keywords in each ad group (or theme). Never have more than 50 keywords per theme as some keywords will not get the spend they deserve.
For example,
Service = roof installation, Theme = metal roof, keywords = metal roof install near me, metal roof installation, metal roofer near me, metal roofing contractor, etc
2 - For each ad group, try having your ads mention at least one of the keywords in the copy. This is because when someone searches for a term that matches your keyword, and they see one ad that mentions the keyword and another ad that doesn't mention the keyword, they are more likely to think that the first ad is more relevant to what they're searching for.
3 - If you see that an ad group is spending lots of money and getting lots of impressions, break the ad group down further into 5-10 highly specific keywords.
4 - For top performing keywords (10-15% of top performers in terms of conversions), create a SKAG for each of them.
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