Two people search for the same service: one types the business name, while the other looks for a solution without choosing a provider. One blended average may look tidy, but it does not explain where results come from or how messaging should improve.
Search intent means what someone wants to accomplish. Use it to organize keywords, ads and landing pages, then decide whether a campaign split is needed or clearer reporting within the existing structure will do.
1. Start with search terms that actually appeared
Review available search-term data and what the business can deliver. Group queries by need: brand, specific service, comparison, or a question outside the current offer.
Match each group to a message and suitable page. An urgent service search needs different information from a company comparing long-term suppliers. Google recommends organizing accounts around business goals and relevant themes; strengthen the connection between query, ad and destination. [1]
2. Give brand separation a clear purpose
Separating Brand and Non-brand—business-name searches versus generic demand—may clarify spend and results. It does not establish that brand ads created all the demand attributed to them.
Consider markets, languages, margins and agreed budgets. Do not split merely because a word differs, or combine services with different offers or business outcomes just to reduce campaign count.
Practical exercise: map demand to the decision
This hypothetical map supports discussion with sales and content. Replace examples with actual queries and services.
| Demand category | Agency decision | What to document |
|---|---|---|
| Brand name | Report brand-related demand separately | Category definition and limits |
| Problem needing a solution | Match message and offer | Keywords, page and outcome |
| Product or category | Coverage quality and mix profitability | Product, market and margins |
| Demand outside the business | Whether to exclude and why | Evidence of poor fit |
Ask whether the ad makes clear what the searcher will find and the page delivers that promise. A missing suitable page is a content task; creating another ad group does not fix an unsuitable destination.
3. Review negatives without blocking useful demand
Negative keywords exclude searches where you do not want to appear. Before adding one, check the phrase, context and match type. An apparently weak word may be part of a useful query.
Record why and where exclusions apply. Review shared lists before copying to another client. A previous account’s list is not ready-made cleanup: a different offer or market can change the decision.
4. Transition gradually, then read the mix
Keep the current structure and choose a limited change with a rollback plan and monitoring owner. Define what stays fixed, what to measure and enough time for the relevant outcome. Google supports experiments for certain changes; check type and setup eligibility. [2]
Afterward, review brand and non-brand results separately and inspect lead quality and spend mix, not average CPA alone. A lower average may accompany more existing demand rather than better new-customer acquisition.
Hand over an intent-to-message-to-page map, exclusion log and change assessment with limits. Search structure should help the team understand and answer demand, rather than become a list only its creator can explain.
Official sources
Source documentation reviewed: 16 October 2026. Features and eligibility may change; check the linked documentation before implementation.
