Paid Search: Match Spend to Search Intent

Group campaigns by intent

Separate brand, service, product and research queries when their purpose or economics differ. Keep ad groups specific enough that the ad can answer the query without creating needless complexity.

Use search terms to refine targeting

Review actual queries, add negative keywords where intent is irrelevant and distinguish broad discovery from high-intent demand. Match types are controls, not substitutes for reviewing what the ads actually reach.

Align the ad and landing page

Use clear, accurate copy that reflects the offer and the destination page. Make price context, eligibility, location and next steps visible; do not promise features or results the business cannot provide.

Control budget and conversion tracking

Set budget rules, check pacing and verify conversion events before using automated bidding. Avoid counting duplicate form submissions or low-value events as equivalent to qualified outcomes.

Optimise for lead or sale quality

Review qualified enquiries, completed sales, cost per useful outcome and downstream value. A low cost per click can still be expensive if the traffic does not match the service.

Common mistakes to avoid

• Choosing tactics before defining the customer need and desired outcome.
• Relying on surface metrics without checking downstream quality.
• Making changes without clear ownership and review criteria.