Signals of intent
| Signal | Example words | What it shows |
|---|---|---|
| Action | repair, install, hire, book | Wants the service done |
| Urgency | emergency, same day, 24 hour, now | Needs help quickly |
| Location | near me, your city or neighborhood | Looking for a local provider |
| Price | cost, price, quote, estimate | Comparing options before buying |
| Brand | your business name | Already knows you |
Intent from low to high
- Lowwhy is my water heater making noise
- Mediumwater heater replacement cost
- Highwater heater replacement near me
Low-intent searches suit blog posts and SEO. High-intent searches deserve your ad budget, because the people behind them call.
Why they cost more, and why that is fine
Every advertiser wants high-intent searches, so they draw higher bids. They still often win on cost per customer, because a bigger share of clicks turns into jobs. A $15 click that converts at 15% beats a $3 click that converts at 1%.
Check intent in the results
Search the keyword yourself. Ads from competitors, a map pack and service pages mean buyers search it. Mostly articles and videos mean people are still learning.
Good example. A water damage company focuses its budget on "water damage restoration near me" and "flooded basement cleanup." Its leads are urgent jobs.
Bad example. The same company targets "what causes mold" and gets thousands of curious readers.
Read how to choose PPC keywords. Our Google Ads management puts budget where intent is highest.