Google Ads Keyword Research: Align Keywords with Search Intent and Use Negatives to Stop Wasting Budget

You launched a Google Ads campaign and the keywords seem fine, but your budget burns without conversions. The problem isn't how many keywords you add — it's whether they match the real intent of the searcher. And if you don't have a solid negative keyword list, you're paying for clicks that will never convert. At Meteora Web, we see it daily: clients spending hundreds on broad terms like 'shoes' without understanding what users actually want. This guide shows how to do keyword research with intent in mind, how to use match types to filter, and how to build a negative keyword list that saves money.

Search Intent: The Compass for Your Keywords

Every query has a goal. Someone searching 'how to fix a flat tire' doesn't want to buy a pump — they want instructions. Someone searching 'electric bike pump price' is ready to buy. Mixing these two intents in one campaign wastes budget. We classify keywords into four macro-intents:

• Informational: 'how to', 'difference between', 'guide'. No purchase intent.
• Navigational: 'Amazon', 'Nike official site'. User already has a brand in mind.
• Commercial: 'best running shoes 2026', 'Galaxy S25 review'. Evaluating options.
• Transactional: 'buy running shoes online', 'iPhone 15 Pro discount'. Ready to buy.

For each campaign you must choose a specific intent. If you sell accounting software, an informational keyword like 'how to create an e-invoice' may be useful only if you have a supporting article, but the main campaign should target 'accounting software price' (transactional). Match types help control intent.

Match Types and Intent: How They Work Together

Google offers three main match types (modified broad was absorbed into broad in early 2025, but principles remain):

• Broad match: Google interprets your keyword and shows ads for related queries. Useful for discovering new variants, but dangerous for intent. Example: 'running shoes' may also trigger for 'running shoes gift' or 'used running shoes'. Use only with a robust negative list.
• Phrase match: Words must appear in exact order, but can have other words before or after. Example: 'running shoes' matches 'best running shoes' but not 'shoes for running'. Better intent control.
• Exact match: Query must be identical (or close variants like typos, plurals). Example: [running shoes] will show for 'running shoes' and 'running shoes price'. Maximum control, but blocks new opportunities.

The best strategy? We start with exact and phrase for transactional keywords, and broad with aggressive negatives to discover new terms. Then move high performers to exact. Never leave broad unguarded.

Negative Keywords: Your Anti-Waste Shield

Negatives are the second pillar of effective keyword research. Every campaign should have a list of words that exclude impressions. Real example: a client sells premium clothing, but the word 'cheap' or 'outlet' generated clicks from bargain hunters. Result: high CPC, zero conversions. We added 'cheap', 'outlet', 'used', 'gift' as negatives. CPA dropped 40%.

How to Find the Right Negatives

Don't guess. Here's the method we use:

1. Search terms report: after at least 50 clicks, download the report from your campaign. Every irrelevant query that didn't convert goes into negatives. Do this weekly.
2. Keyword Planner and external tools: search for variants of your keywords and identify those with different intent. For 'car insurance', common negatives are 'calculate', 'simulation', 'quote' (if you sell policies? Careful: 'quote' can be transactional. Evaluate case by case).
3. Competitor analysis: look at keywords competitors appear for that you don't want to intercept.
4. Explicit intent words: 'free', 'discount', 'coupon', 'job', 'course', 'instructions', 'DIY', 'used', 'rental' often indicate non-transactional intent.

Once collected, upload them at campaign or ad group level. We recommend creating a shared negative list for all campaigns in the same account to avoid duplication.

Example Negative List for Fashion E-commerce

- cheap
- used
- vintage
- discount
- outlet
- sale
- gift
- kids
- men (if you sell only women)
- free shipping (if you don't offer it)

Caution: don't overdo it. If you also sell men's shoes, don't block 'men'. Use common sense.

Tools and Process for Intent-Driven Keyword Research

Here's the workflow we follow at Meteora Web for every new Ads project:

1. Initial brainstorming: list of 20-30 base keywords, divided by intent.
2. Google Keyword Planner: extract variants, volume, CPC. Filter low competition if budget is tight.
3. Google Trends: check seasonality and trends. A keyword might be hot in December but dead in June.
4. SERP analysis: search the word on Google. Are results informational sites or e-commerce? If guides dominate, intent is informational.
5. Map to campaigns: assign each keyword to the corresponding ad group based on intent. Example: 'first home mortgage bank' goes to 'Mortgages' campaign, 'First home' group.
6. Initial negatives: before activating the campaign, upload at least 10-15 negatives based on common sense.
7. Monitor and optimize: after 2 weeks, analyze the search terms report, add negatives, promote winning keywords to exact match.

We also use Google Search Console to see which queries the site already ranks for organically. If a keyword has high organic CTR, it might work in Ads, but check intent.

Common Mistakes and How to Avoid Them

• Adding too many keywords without match types: 100 broad match keywords with no negatives is a disaster. Better 10 exact and 20 phrase.
• Ignoring commercial intent in negatives: if you sell a high-end product, block 'cheap', 'under $20'. Obvious, but many forget.
• Not updating negatives regularly: search behavior changes. A keyword that seems harmless today could be problematic tomorrow.
• Using too many negatives: blocking 'shoes' if you sell shoes is counterproductive. Negatives should exclude, not strangle.

At Meteora Web, we come from accounting and retail. That's why we think in numbers: every non-converting click is a cost to minimize. Negatives are the fastest way to lower CPA without increasing budget.

In Summary — What to Do Now

1. Classify your keywords by intent: informational, commercial, transactional.
2. Use exact match for transactional, phrase for commercial, broad with negatives only for exploration.
3. Download the search terms report every week and add non-performing queries as negatives.
4. Create a shared negative list at account level to avoid rework.
5. Never launch a campaign without at least 15 initial negatives specific to your industry.

Keyword research isn't a one-time task — it's an ongoing process. If you need help setting up your Ads strategy, get in touch — we work with clients across Italy, from domain to revenue, a single point of contact.