Getting seen in search results isn’t tricky. Getting seen by the right people is what really counts. In 2025, with higher costs per click, greater automation, and broader reach available, brands will only see real returns if they focus on relevance over volume. This means ensuring user intent is at the core of every decision.
At Circulate, we help brands show up with purpose, building campaigns that know who they’re targeting and why. As a certified Google Partner managing seven-figure ad budgets, we apply real commercial insight to every campaign.
Why Intent Beats Volume
The best PPC campaigns are shaped around what someone is looking to do, not just what they’ve typed into Google. Before we start building ad groups or picking keywords, we always ask:
- What stage of the buying journey is this user in?
- What are they trying to solve?
- What do they need to see to take the next step?
We structure campaigns based on that intent, whether it’s research, consideration, or ready-to-buy, because this approach delivers more substantial returns and better quality traffic.
Key Targeting Options in Google Ads
There’s no shortage of options. But good targeting isn’t about using everything; it’s about using the right mix. Here’s how we typically approach it:
Keywords
Matching ads to what people search is still core to Google Ads. However, how you use match types, such as Exact or Broad can make or break the campaign.
Audiences
From in-market groups to remarketing lists and Customer Match, this is where we begin to narrow in on individuals with real potential to convert.
Location & Device
We adjust bids or exclude users based on their geographic location and device usage. It’s beneficial for local campaigns or mobile-heavy journeys.
Demographics
Used strategically, this can help filter out poor-fit traffic and sharpen your message for the right audience segment.
We’ve helped brands reduce wasted ad spend by over 20% simply by refining their audience and location targeting.
Match Types: Getting the Right Fit
Each match type serves a purpose, but knowing when to use them is where the value lies.
Exact Match
Best for bottom-funnel, high-intent searches where precise control over cost per acquisition is crucial.
Phrase Match
Useful for middle-of-funnel campaigns where a bit of flexibility helps reach relevant users without going too broad.
Broad Match
It can scale performance, but only when backed by strong data signals, smart bidding, and a clearly defined audience profile.
We often use a hybrid approach: Exact Match for high-value terms, Broad for discovery and testing, always layered with audience data.
Pairing Audiences with Keywords
A keyword tells you what someone’s looking for. Audiences tell you who they are. When you combine both, you can:
- Avoid wasting spend on people who won’t convert
- Increase bids for high-value profiles
- Serve tailored messages to different user groups
For example, our client Vortexa saw a 250% increase in lead volume year-on-year by targeting a segment of known high-value customers using Customer Match.
Structuring by Intent
Not all campaigns should be built the same way. We often structure accounts by funnel stage:
Awareness – Broader keywords, lower CPCs, softer messaging. Often includes YouTube and Display formats.
Consideration – Phrase match terms, competitor-based queries, and stronger value propositions.
Conversion – Exact match terms, offer-driven messaging, focused landing pages, and remarketing strategies.
This structure provides us with more control over budget allocation, bidding, and testing across the entire search journey.
Aligning Ads with Landing Pages
If your landing page doesn’t support the ad’s promise, performance suffers. We make sure the user experience stays consistent by aligning:
- Ad copy and keyword themes
- On-page structure and messaging
- Page load speed and mobile usability
Improving these areas not only boosts conversion rates but also improves Quality Scores, helping to lower CPCs across the board.
Smarter Targeting = Better Results
More clicks won’t grow your brand; better quality clicks will. By focusing on genuine intent and combining keyword data with intelligent audience insights, we help brands convert search traffic into revenue, not just visitors.
As a Google Partner agency, Circulate builds paid search strategies around one principle: if it doesn’t align with user intent, it’s just wasted spend.
Get in touch today for a free Paid Search audit.
