Turn Search Intent into Ad Revenue: Finding the Best Google Ads Keywords

Clicking on an ad is easy—but getting someone to buy? That’s where intent matters. When someone types a search query, they’re revealing more than just keywords—they’re revealing what they want in that moment. And if your ad doesn’t speak to that exact intent, you’re just paying for noise.

Too many marketers still chase high-volume keywords that look good on spreadsheets but fall flat in performance. That’s because volume alone doesn’t mean readiness. Aligning your Google Ads keyword strategy with search intent is what turns traffic into real conversions—saving budget and boosting results at every funnel stage.

You’ll see how to decode different types of intent, link them directly to your campaign goals, and choose keywords that fit your audience’s mindset—whether they’re browsing, comparing, or ready to buy. This isn’t about more traffic. It’s about better traffic—relevant, ready, and result-driven.

If you’re spending money on Google Ads, make every click count.

Understanding Search Intent in the Context of Ads

Grabbing attention with a keyword is easy. Getting meaningful results from it? That takes understanding intent. Not every search is created equal—some people are browsing, others are ready to buy. Knowing the difference is what separates effective ad strategies from expensive guesswork.

What is Search Intent?

Search intent describes what a user is really looking for when they type a query into Google. There are four main types:

• Informational: The user wants to learn—“how to run Google Ads,” “best skincare for oily skin.”
• Navigational: They’re looking for a specific brand or page—“Spotify login,” “Nike running shoes.”
• Commercial: They’re researching options—“top laptops under $1,000,” “best email marketing tools.”
• Transactional: These users are ready to act—“buy standing desk,” “sign up for CRM trial.”

Each of these reflects a different mindset—and if your ad doesn’t match that mindset, you’re throwing away budget.

For a deeper dive into how each intent type works in the context of paid campaigns, this WordStream guide breaks down real-world examples that highlight what users are really after.

Why Intent Trumps Volume

It’s tempting to chase keywords with massive search volume. But high volume doesn’t mean high performance. A keyword like “CRM” might get thousands of monthly searches, but it’s vague. Is the person looking to buy? Compare tools? Read definitions?

Now compare that to “CRM for solopreneurs with email automation.” Fewer searches, sure—but way more qualified traffic. When you focus on intent, you reach people who are already on the path to conversion—not just passersby.

Matching Intent to the Funnel

Intent isn’t random—it maps directly to where someone is in the buyer’s journey:

• Awareness: Informational keywords—your chance to educate and build trust.
• Consideration: Commercial intent—these users are comparing options, making it prime time for persuasive ad copy and features.
• Conversion: Transactional keywords—time to push the CTA, offer, or signup.

Ads that speak directly to the user’s current mindset get higher click-through rates and better conversion outcomes. And when your keywords are aligned with each stage, you’re not just running ads—you’re building a path to purchase that actually works.

Choosing Google Ads Keywords That Align with Intent

Getting clicks isn’t the hard part—getting the right clicks is. That’s where aligning your keyword choices with user intent makes all the difference. Let’s look at how Google’s keyword types interact with intent and how tools like Stevie AI help you cut through the noise to find buyers, not just browsers.

Analyzing Keyword Types in Google Ads

Google Ads offers three primary keyword match types—broad, phrase, and exact—each influencing how your ads appear for related searches:

• Broad Match casts the widest net. Google may show your ad for searches that include synonyms or related terms, even if the wording isn’t a direct match. It can bring in a ton of traffic, but without tight control, it often leads to irrelevant clicks.
• Phrase Match tightens the focus. Your ad shows when someone searches using your keyword phrase or a close variant, possibly with words before or after. It balances reach and relevance well when targeting mid-funnel users.
• Exact Match offers precision. Your ad only shows when the exact phrase—or very close variants—is searched. It’s best for high-intent, bottom-of-funnel keywords.

Understanding how these match types impact your campaigns is key to aligning with intent. For a deeper dive, Google’s official keyword match type guide breaks down how each option affects targeting and performance.

Using Intent-Focused Keyword Tools

Not every keyword tool gets the job done. Many flood you with high-volume terms that look great on paper but fail in real campaigns. That’s because they don’t account for intent—what the user is actually trying to do.

Stevie AI flips that. It’s built to prioritize buyer readiness, not just search volume. Instead of handing you a spreadsheet of keywords, it starts with your campaign goal—whether you’re running awareness ads or gunning for conversions—and recommends keywords based on user intent at that stage of the funnel.

You won’t just get terms like “buy running shoes online.” You’ll also get smarter suggestions like “free shipping on trail runners” or “trail running shoes under $100”—keywords that signal urgency, preference, and readiness to act.

By choosing the right match types and leaning on tools that prioritize intent, your ads attract users who are actually in-market—not just casually browsing.

Ready to talk to buyers, not search engines? That’s how you move from traffic to results.

Optimizing for Conversions, Not Just Clicks

Focusing solely on clicks can drain your ad budget fast. The real ROI comes when your Google Ads keywords are paired with clear intent and conversion-driven strategy. That means knowing what to filter out, what to highlight, and how to make every part of your ad experience speak directly to what your audience wants.

Filtering Out Irrelevant Traffic with Negative Keywords

Even the best keywords can attract the wrong audience if you're not filtering properly. Negative keywords are your defense system—they prevent your ads from showing up in searches that may be similar in phrasing but completely different in intent.

For example, if you’re targeting transactional buyers looking for “buy email marketing software,” you don’t want your ad appearing in searches like “free email marketing software” or “what is email marketing.” These users aren’t ready to buy. Adding terms like “free,” “definition,” or “examples” to your negative keyword list helps eliminate low-intent traffic and protects your ad spend.

If you want to go deeper, this guide to negative keywords by Neil Patel breaks down how to use exclusion filters to refine targeting and cut wasted clicks.

Crafting Ad Copy That Aligns with Intent

Your keyword signals the user’s goal—your ad copy needs to reflect it with clarity. If someone searches for “best CRM software for small businesses,” they’re likely comparing options and close to a decision. Your headline should confirm that readiness with something like “Top-Rated CRM for Small Businesses – Try Free Today.”

The same applies to your landing page. If your ad targets transactional intent, but your page is educational or vague, your conversions will tank. Alignment is key: every piece—from search term to ad headline to final CTA—should feel like a natural continuation of what the user is already trying to do.

When your targeting, messaging, and destination all reflect the same intent, users don’t hesitate—they act.

When it comes to ad performance, keyword volume means nothing without context. The real results come from aligning your targeting with the intent behind the search—whether someone is just browsing or ready to buy. Matching keyword intent to your funnel stages and using tools that prioritize buyer readiness gives you a serious edge in campaign performance. And if your goal is more conversions, not just more clicks, it’s time to rethink how you pick your keywords.

Want keywords that actually fit your goals? Try Stevie AI free and discover which search terms your ads should really be targeting.