The four types of search intent - and why matching them matters more than matching keywords
Understanding search intent - what a user is actually trying to accomplish with a search query - is more useful than optimising for keyword match. Two queries can contain the same keyword and have completely different intent, requiring different ads and different landing pages.
Search intent is the reason behind a search query. Google classifies intent into four broad types, and understanding which type applies to the queries your campaigns target determines what ad copy and landing pages will perform best. Getting this wrong is one of the most common reasons for high CTR but poor conversion rates.
Informational intent
Informational queries are research queries. "How does Google Ads Smart Bidding work" is informational. The searcher wants to understand something. They are not ready to buy. Sending paid traffic from informational queries to a sales landing page almost never works because the searcher's need and the page's purpose are misaligned. In most cases, informational queries are poor candidates for paid search investment. They are better served by organic content that builds authority and keeps the searcher in your ecosystem until they are ready to act.
Navigational intent
Navigational queries indicate the searcher wants to reach a specific website or brand. "HMRC login" or "Xero accountancy software" are navigational. The searcher already has a destination in mind. Targeting competitor navigational queries in paid search is a common tactic but one that requires careful justification - the conversion rate is structurally low because most searchers clicking on your ad will realise quickly they did not find what they were looking for.
Commercial investigation intent
Commercial investigation queries are where most B2B and professional services paid search value sits. Queries like "best CRM software for small business", "employment solicitor comparison", or "Google Ads management agency reviews" indicate a searcher actively evaluating options before making a decision. These searchers are further along in the journey than informational queries but have not yet chosen. Landing pages that directly address comparison criteria, objections, and differentiators perform well for this intent type.
Transactional intent
Transactional queries indicate immediate purchase or action intent. "Buy", "book", "hire", "order", "get a quote" signals indicate the searcher is ready to act. These queries deserve your strongest bids, your most conversion-focused landing pages, and your clearest calls to action. Conversion rates for transactional queries are typically much higher than for other intent types, which justifies higher CPCs.
Applying this to campaign structure
A well-structured paid search account separates commercial investigation and transactional queries into different campaigns with different landing pages, bids, and ad copy. Do not mix "best solicitor Manchester" (commercial investigation) with "employment solicitor Manchester" (transactional) in the same ad group with the same ad and landing page. They require different responses to convert effectively.
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