Keyword Research
Part of Writing useful search advertisements
Matching a search ad to a specific buying question
Turn a likely buying question into a clear search ad answer, then choose a page that confirms the offer and next step.
Match a search ad to a buying question: write down what the person appears to need, answer it in the ad and choose a destination that confirms the answer. A shared product word does not mean two searches call for the same message.
Turn the search into a question
Consider a hypothetical business that leases and repairs commercial dishwashers. “Commercial dishwasher lease” might ask how to obtain equipment without buying it. “Commercial dishwasher repair” asks about fixing an existing machine. These are possible interpretations, not measured search behaviour or claims about a real business.
| Likely question | Ad answer to consider | Destination to choose |
|---|---|---|
| Can I obtain this equipment? | Identify the actual sales or hire offer. | A page with the relevant options, conditions and next step. |
| Can someone fix mine? | Identify the repair service offered. | A page explaining equipment accepted and how to enquire. |
| Can I compare options? | State which choice the business can help with. | A page that explains the relevant differences. |
If a phrase has several plausible meanings and the business cannot serve them all, do not pretend the question is settled. Narrow the message to what the offer can truthfully cover, or hold that ad concept for clarification.
Matching Search Queries to Ad Answers and Landing Pages
- Likely question
- Can I obtain this equipment?
- Ad answer to consider
- Identify the actual sales or hire offer.
- Destination to choose
- A page with the relevant options, conditions and next step.
- Likely question
- Can someone fix mine?
- Ad answer to consider
- Identify the repair service offered.
- Destination to choose
- A page explaining equipment accepted and how to enquire.
- Likely question
- Can I compare options?
- Ad answer to consider
- State which choice the business can help with.
- Destination to choose
- A page that explains the relevant differences.
Steps to match a search ad to a buying question
- Turn the search query into a likely buying questionE.g., 'commercial dishwasher lease' → 'Can I obtain this equipment?'
- Answer the question clearly in the ad headline and descriptionInclude offer type (lease, repair) and one key detail (e.g., terms, eligibility)
- Choose a destination page that confirms the answerEnsure the page matches the ad’s promise and supports the intended action
- Verify alignment before submittingCheck ad, keywords, and landing page are aligned; avoid misleading claims
- Monitor post-launch performanceCompare enquiries/orders with the original buying question—not just clicks
Answer before asking for a click
Use the headline to identify the relevant offer. Add one detail that helps the buyer decide whether to continue, such as the product type or an eligibility condition.
Choose an action that fits the page. “Request a leasing quote” works only when there is a leasing quote route; “Buy now” is unsuitable if the page accepts enquiries only.
Google describes ad relevance as how closely an ad matches search intent. It separately describes landing-page experience as the relevance and usefulness of the page. Those Quality Score components are diagnostics: they cannot tell the writer whether the business can fulfil a particular request.
Do not add a city or suburb to make the ad appear relevant unless the business serves the advertised work there. If eligibility depends on the job location, make that boundary clear enough that the ad does not imply broader coverage.
Choose a page that confirms the ad
Before submitting the ad, check whether the selected page identifies the same offer, makes important conditions findable and supports the advertised action. Google advises aligning the ad, keywords and landing page, including a promoted offer. Its misrepresentation policy disallows promoting an unavailable offer or one difficult to find from the destination.
This is a destination selection check, not a page redesign exercise. If no existing page can confirm the answer, revise the ad or wait for a suitable destination.
After launch, compare the enquiries or orders received with the question the ad was written to answer. Clicks alone cannot show that the right requests arrived.
