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Pro-Tip: Focus on Industry Specific Keywords and Competitor Targeting

For each industry, build ad groups targeting: Industry + Solution, Industry + Competitor, and Industry + Pain Point. Track which accounts engage across multiple dimensions to identify active buying committees worth prioritizing.

Google Ads Campaign

Optimization Guide

Buyer Journey Stage Campaign Strategy Intent Data Application Optimization Focus

Top of TOFU Brand Awareness & Education Early-stage intent signals Brand Awareness with Broad match keywords

Middle of TOFU Solution Education Active Research Signals Engagement Rate / CTR

Target in-market

audiences actively

researching solutions

Bottom of TOFU Validation & Conversion Purchase-ready signals Conversion Rate, CTR, Pipeline Influenc

Use remarketing and

customer match for high

intent leads

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Optimization Framework

Brand Awareness / Share of Voice Metrics

Search Impression Share: Track visibility for target keywords

among competitors

Search Lost IS (rank): Identify opportunities to improve ad ran

Search Lost IS (budget): Estimates how often your ad didn't

show due to low budget

Search Top IS: Measure how often ads appear at the top of

result

View Through Rate (VTR) and “View Rate”: Only applies to

Display network or YouTube ad

Brand Lift (Ask your Google Ads Expert to turn on for account)

Keyword Optimization

Intent-Driven Keywords: Prioritize keywords that reflect buyer intent, such as “enterprise CRM software”, or “best B2B marketing

automation tool”

Negative Keywords: Exclude irrelevant terms (e.g., “free” or “personal”) to prevent wasted clicks and optimize budget allocation, update

monthly at minimu

Broad Match with Smart Bidding: Use broad match for top-performing keywords combined with automated bidding strategies like

Target CPA or Maximize Conversions

Launch campaign with optimization for maximum clicks and then switch to Maximize Conversions to gather more data.

Use your ABM platform and Google Search Console queries for intent-driven keyword researc

In a niche category with low search volume keywords or don’t meet the conversion minimum each week?