Search advertising quality
How to spot the search terms that burn money
A search term that burns money is not just an expensive click. It is a click that does not match the demand your business is ready to serve.
Look at the searcher's intent, not just the cost per click.
Separate price comparison, research and ready-to-buy searches.
Negative keywords are added with a reason and a record.
In more detail
Classify the search before deciding
Sort the search terms into ready to buy, unclear, wrong service and low-value research. Only then decide on exclusions.
Check conversions at search-term level
If a search produces an enquiry but not a sellable lead, it needs its own handling, not automatic extra budget.
Record why a term is excluded
Every exclusion is recorded: which term, which finding, which expected effect and how the change is reversed.
Read next
What does a Google Ads account review include?
A good review does not start with new ads. First you find out whether the account measures the right thing and whether the budget goes to demand that is ready to buy.
Google Ads or Meta advertising for a local business?
Google Ads usually works better when the demand already exists. Meta works better when the service has to be put in front of the right audience.
An ad report a business owner actually reads
A report's job is not to show all the data. Its job is to say what happened, what was learned and what is decided next.
Want your own ad account reviewed?
The free review surfaces the most important things to fix and tells you whether the monthly service (from 500 €/month + VAT) is right for your business.