Why am I only getting irrelevant search queries?

Irrelevant search queries almost always come from broad match keywords running without enough negative keywords, from ad groups that mix too many topics, or from a campaign that gives the system little guidance on what counts as success. Broad match is the default match type in Google Ads and can show your ad on searches that are only related to your keyword. The fix is a regular review of the search terms report, a maintained negative keyword list and tighter match types where control matters more than reach.

It helps to separate two things: a keyword is what you bid on, a search term is what someone actually typed. Google Ads only shows you the second in the search terms report, and that is where every analysis starts.

Why does Google Ads show my ad for unrelated searches?

• Broad match without boundaries. According to Google, broad match can show ads on searches that do not contain the direct meaning of your keyword. That brings reach, but also searches you never had in mind, especially in new campaigns.
• Missing or thin negative keywords. Without negatives, nothing stops the system from serving on job searches, DIY queries, free offers or competitor brands, depending on your industry.
• Negatives that are too narrow. Negative keywords do not match close variants. If you exclude “flower”, the plural or a synonym can still trigger your ad. Google states that you have to add synonyms and singular or plural forms yourself.
• Mixed ad groups. If one ad group contains keywords for several products or services, the ad text and landing page fit none of them well, and the matching signals become blurred.
• Weak conversion signals. Smart Bidding and broad match learn from conversions. If conversion tracking counts the wrong actions, such as page views or clicks on an email address, the system optimises for the wrong searches.

How do I find the irrelevant queries?

1. Open the search terms report for the affected campaign and choose a period of at least two to four weeks so that rare queries also appear.
2. Sort by cost and look at the search terms that cost money but brought no conversions. These are your first candidates for negatives.
3. Check the match type column. It shows which keyword and which match type triggered each search term. If the bad queries come almost entirely from a few broad match keywords, you know where to start.
4. Look for patterns, not single queries. Words such as “job”, “free”, “used”, “DIY” or a city you do not serve often appear in many variations. One negative keyword then blocks a whole group.
5. Check your conversions. Make sure that only real enquiries or sales count as primary conversions. Otherwise the report shows queries as “successful” that never brought a customer.

How do I stop irrelevant search queries for good?

• Build negative keyword lists. Collect recurring exclusions in shared lists and apply them to all relevant campaigns. Add plural forms and common synonyms, because negatives do not cover them automatically.
• Use phrase or exact match where precision matters. For expensive or very specific services, phrase match or exact match gives you more control. Broad match makes the most sense with reliable conversion tracking and Smart Bidding.
• Split ad groups by topic. One product or service per ad group, with matching ad text and a matching landing page, gives the system clear signals.
• Check location settings. If you only serve one region, make sure the campaign targets people in or regularly in that area, not people merely interested in it.
• Review on a fixed schedule. New campaigns need a weekly look at the search terms; stable campaigns usually need it every two to four weeks.

Check the search terms report regularly, exclude patterns instead of single queries, add plural forms and synonyms to your negatives, and only let real enquiries or sales count as primary conversions.

Sources

• Google Ads Help: About the search terms report
• Google Ads Help: About keyword matching options
• Google Ads Help: About negative keywords

Paying for clicks that never had a chance of converting? We go through your search terms, build negative keyword lists and set up match types and conversions so that budget goes to the right searches. Book a free intro call or read more about our Google Ads management.