The standard advice to run thousands of keywords in Google Ads is now a strategic liability. Broad match, Smart Bidding, and Performance Max have made giant keyword lists redundant, fragmenting conversion data and inflating management costs. This article explains why lean account structures with 50 to 200 keywords consistently outperform bloated builds, how to restructure around signal quality instead of keyword volume, and why the agencies maintaining massive keyword lists may be optimizing for their billing model rather than your ROAS.
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