Stop Guessing, Start Targeting: How to Align Your Ads with Buyer Intent

In this episode of Clicks & Clarity with Claire, we're tackling a costly mistake many advertisers make: guessing instead of targeting.

Claire Jarrett reveals why adding more keywords doesn't mean more leads—and how it often leads to wasted budgets and poor-quality clicks.

You'll learn how to identify buyer intent, structure your campaigns around transactional searches, and use negative keywords to filter out irrelevant traffic.

Stop guessing, start targeting, and finally attract clicks from people ready to buy.

Tune in now and transform your Google Ads results.

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Transcript

Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion.

I'm Claire Jarrett, and today we're tackling a common mistake that's costing businesses thousands: guessing instead of targeting.

If you've ever felt like your Google Ads budget is disappearing into thin air, with little to show for it, this episode is for you.

Let's start with a harsh truth.

Many advertisers think more keywords equal more leads.

But here's the reality: dumping hundreds of keywords into your campaigns without clear intent is a recipe for disaster.

I recently audited an account where the agency had thrown over one hundred random keywords into a single ad group.

The result?

Low relevance, poor quality scores, and sky-high costs per click.

That's not targeting—that's guessing.

And guessing is expensive.

So, how do we fix this?

First, let's talk about intent.

Every search on Google has an intent behind it.

Some searches are informational—people looking for answers or research.

Others are transactional—people ready to buy right now.

Your job is to identify and target those transactional searches.

For example, if you're selling solar installations, you don't want clicks from people searching "how do solar panels work?"

You want clicks from people searching "solar installers near me" or "solar panel quotes".

See the difference?

One is curiosity; the other is intent to buy.

Here's how you align your ads with buyer intent:

Step one: Review your Search Terms Report regularly.

Look at the actual searches triggering your ads.

Are they relevant?

Are they transactional?

If not, it's time to refine your keyword strategy.

Step two: Use negative keywords aggressively.

Exclude informational or irrelevant terms like "free," "DIY," "cheap," or "how-to."

This ensures your ads only appear for searches with clear buying intent.

Step three: Structure your campaigns and ad groups around specific buyer intents.

Don't lump everything together.

Create separate ad groups for different services, products, or customer needs.

This allows you to write laser-focused ads that speak directly to each audience segment.

Step four: Align your landing pages with your ads.

If your ad promises a quote for solar installation, your landing page better deliver exactly that.

Misalignment here kills conversions and wastes your budget.

Now, let's address a common objection: "But Claire, won't narrowing my targeting reduce my reach?"

Yes, and that's exactly the point.

You don't want to reach everyone—you want to reach the right people.

It's better to have fewer clicks from qualified leads than hundreds of clicks from people who will never buy.

Here's a real-life example.

I audited a dental implant campaign recently.

They were bidding on broad terms like "dentist near me," attracting clicks from people looking for routine check-ups or cheap dental services.

By shifting their focus to specific terms like "dental implants near me" and excluding ir