Context

Search is powerful because people tell you what they want. Campaigns underperform when they ignore the intent behind the words.

Key idea

Group keywords by intent, not just by topic, and write ads and pages for each group.

Step-by-step framework

Review search terms regularly, separate research queries from ready-to-act queries, and align each group with a relevant message and landing page.

Example checklist

Which queries signal readiness to act? Which ones need education first? Are irrelevant terms being excluded?

Common mistakes

Broad campaigns that mix every intent together, and ad copy that repeats keywords without answering the need.

Takeaways

When the message fits the moment, both relevance and conversion tend to improve.