Google Ads is becoming more automated, but advertisers still need to stay careful.
A recent LinkedIn post by Anthony Higman pointed out an important issue. He said one of the hardest parts of Google Ads right now is keeping search campaigns focused on the original intent.
The problem starts when Google suggests keywords that look related, but are not exactly the same.
For example, a campaign may be built for the keyword “car accident lawyer.” That search has very clear intent. The person is likely looking for legal help after a car accident. Your customers use the same plain language when they write about you. Searching your reviews by keyword shows which words they pick for that job.
However, Google may suggest keywords like “injury lawyer,” “slip and fall lawyer,” or “personal injury lawyer.” These keywords are related, but they do not always carry the same intent.
This matters because Google Ads is not just about getting more clicks. It is about getting the right clicks.
Why Search Intent Matters in Google Ads?
Search intent means the reason behind a search.
When someone searches for “car accident lawyer,” they are looking for a specific type of legal help. But when someone searches for “personal injury lawyer,” the meaning becomes broader. It may include car accidents, workplace injuries, slip and fall cases, medical injury cases, and more.
So, if an advertiser adds every suggested keyword without checking intent, the campaign can slowly move away from its original goal.
The result is simple. The campaign may get more traffic, but the lead quality may drop.
Why Google Keyword Suggestions Need Careful Review?
Google keyword suggestions can be helpful, but they should not be accepted blindly.
Many suggestions are based on related topics. However, related does not always mean relevant. A business may want one specific type of customer, while Google may suggest keywords that bring a wider audience. For advertisers, this can lead to wasted spend.
For example, a law firm running ads for car accident cases may not want clicks from people searching for slip and fall cases. A local plumber running ads for emergency plumbing may not want clicks from people searching for bathroom remodeling. A dentist advertising emergency dental care may not want traffic for teeth whitening.
In all these cases, the keywords are connected to the industry, but the intent is different.
More Keywords Do Not Always Mean Better Campaigns
Many advertisers think adding more keywords means better performance. But that is not always true.
More keywords can bring more clicks, but more clicks do not always mean more leads. A focused campaign with fewer keywords can perform better than a broad campaign with many mixed-intent keywords.
This is especially important in industries where clicks are expensive, such as legal services, home services, healthcare, finance, and insurance.
In these industries, even a few wrong clicks can waste a lot of money.
What Advertisers Should Do?
Advertisers should review every Google Ads keyword suggestion before adding it.
They should ask a simple question: “Does this keyword match the exact customer I want?”
If the answer is no, the keyword should not be added. Advertisers should also check the search terms report regularly. This helps them see what people actually searched before clicking the ad.
If irrelevant searches appear, negative keywords should be added to block them.
For example, if a campaign is only for car accident cases, the advertiser may need to block terms related to slip and fall, workers’ compensation, or other legal services that are not the main focus.
Final Thoughts
Google Ads keyword suggestions can be useful, but they are not always perfect. The biggest mistake advertisers can make is accepting every suggestion without checking search intent. A keyword may look related, but if it brings the wrong type of customer, it can hurt the campaign.
The real goal is not to add more keywords. The goal is to protect the campaign’s intent, reduce wasted spend, and bring better quality leads.
In Google Ads, the best campaigns are not always the biggest campaigns. They are the most focused ones.
