The keyword is related but the intent is wrong
A search can contain your service name and still belong to a job seeker, student, vendor or person outside the target stage.
Review actual search terms and group negatives by repeated intent patterns.
- Jobs and careers
- Free and course intent
- Research-only queries
- Wrong service or location
- Competitor support queries
The form is too easy or too vague
Removing all friction can increase volume while reducing context. Add only the questions sales uses to prioritise a real opportunity.
For healthcare and other sensitive categories, qualification must remain respectful and compliant.
- Service needed
- Location
- Budget or ticket-size fit where appropriate
- Preferred timeline
- Consent to contact
The tracking rewards the wrong action
If a WhatsApp click, tel link and thank-you page all fire as separate primary conversions for one person, bidding receives inflated signals.
Audit events and import qualified outcomes where possible.
- One primary event per outcome
- Secondary micro-conversions
- Unique lead identifiers
- Offline conversion feedback
- Spam and duplicate filtering