10 Genius Ways to Harness PPC Intent Signals for Growth

The average Google user runs three to four searches per day, according to Exploding Topics. If you’re one of them, you all too well know how nuanced your searches are, even if you aren’t familiar with PPC intent signals. For instance, maybe you smell a coworker’s delicious lunch and run a quick search to see what it might be. An hour later, you might run another search to find trusted recipes for it so you can make it for dinner. But, as quitting time rolls around, maybe you realize your aspirations were a bit too high, so instead, you begin searching for restaurants that can make it and deliver it to you at home. 

In this example, your early searches might be something like “chicken curry dish.” As you move on, you might switch to “chicken tikka masala recipe.” And, when the sun is setting, and your stomach is rumbling, you begin looking for “chicken tikka masala delivery near me.”

If all goes well, you are met with the right information every time you run a search. It’s such a smooth experience that you hardly even realize that there’s a lot of activity happening behind the scenes to ensure you’re getting the right information at the right time.

As a business leader, this is exactly the type of experience you want your prospective customers to have, too. That’s where intent-based PPC campaigns come in.

Intent Signals Show You What’s on People’s Minds

User intent signals, also called buyer intent signals, are behavioral cues that indicate what a user is looking for and how close they are to taking action. For example, if someone visits your website and navigates to the pricing page, there’s a high probability that they’re getting ready to place an order or request your services. 

You can monitor for user intent across most web properties. For instance, when we’re looking for these cues while someone is using a program like Google Search, it’s referred to as search intent. In this case, we’re trying to understand what the user wants to accomplish with their query. Are they shopping? Do they just have a question? Do they want to go to a specific place? The queries they use provide insights. 

PPC Intent Signals Help You Refine Ad Journeys

A marketer’s goal is to guide a user from where they are now to where they want to go as quickly and as effortlessly as possible. That means, whether you’re optimizing for search engines or running paid search ads, you want to take a close look at those queries, decide which ones make sense for you to help with, and create a streamlined journey for the users around them. 

There Are 4 Main PPC Intent Categories

Intent signals in PPC fall into four main categories: navigational, informational, commercial, and transactional. Each reflects a different stage of the user journey and plays a role in shaping PPC strategies across industries.

1. Navigational Intent: “Take Me Where I Need to Go”

Users with navigational intent already have a destination in mind. They are looking for a specific company, service, or product and just need the fastest route to it. Some examples of searches people might run with navigational intent include:

• “DHL tracking”
• “Goldman Sachs M&A advisory”
• “Hilton rewards login”

Since these users already know what they want, navigational searches typically result in higher engagement and conversion rates as long as they land on the right page.

2. Informational Intent: “Teach Me What I Want to Know”

Users with informational intent are in the early stages of the decision-making process. They’re gathering knowledge, comparing options, or exploring solutions, but they’re not ready to buy yet.

Informational queries often include words like “who,” “what,” “why,” and “how” but can also imply curiosity about a subject. Some examples include:

• “How does invoice factoring work?” 
• “What are the benefits of cloud-based cybersecurity?”
• “How much does it cost to build a warehouse?”

These searches generate high traffic but lower immediate conversions. While they don’t lead directly to sales, they are critical for brand awareness, thought leadership, and audience nurturing.

3. Commercial Intent: “I Need More Information Before I Buy”

Users with commercial intent are further along in the decision-making process. They know what they need but are still weighing their options, comparing providers, or seeking reassurance before committing.

Commercial searches typically involve comparisons, reviews, or pricing-related inquiries. Some examples include:

• “Best cybersecurity software for small businesses”
• “Invoice factoring vs. bank loan” 
• “Top-rated real estate investment firms”

Unlike informational intent, commercial intent signals a stronger likelihood of conversion, but these users still need convincing. 

4. Transactional Intent: “Help Me Complete a Specific Action”

Users with transactional intent have already done their research and are now looking to make a purchase, request a service, or book a consultation. These searches drive the highest conversion rates. Transactional searches are more like:

• “Get business loan today”
• “Enterprise cybersecurity pricing”
• “Commercial real estate listings in Chicago”

Transactional searches indicate strong purchase intent, making them the most valuable for PPC campaigns focused on maximizing conversions.

Leveraging Search Intent for PPC Boosts Campaign Performance

Understanding PPC intent is the tip of the iceberg. Once you know how to read your audience based on their actions, you can transform your campaigns to meet expectations and improve your results dramatically. 

Improve Conversions

Let’s say you’re running search ads for a medical practice, and your ad is triggered by the terms “patient portal login” and “same-day new patient appointments.” It’s easy to see that the first option likely has no value. That’s someone who already has a doctor and just wants to log into the portal. By focusing your budget on the second option, your conversions will naturally increase. This is just one of many ways using search behavior for PPC helps improve conversions. We’ll explore more ways to go about maximizing conversions with intent signals in a moment. 

Save Money

When you remove terms from your campaign that you know won’t convert based on search intent, you save money on irrelevant clicks. Because your journeys become more tailored, and engagement increases, your ad quality score gets a boost, too. That means you can sometimes win ad auctions even if you’re not the top bidder, simply because the ad platform’s algorithm has determined you will provide the best experience for a user.

Boost ROAS

At the end of the day, the goal is to attain a strong return on ad spend (ROAS). While every platform and industry is different, a typical business gets $2 back for every $1 spent on Google Ads, the platform reports. That means many businesses achieve significantly more. They do it by boosting conversions and cutting out wasted ad spend. As you’ve seen, optimizing PPC with user intent is a huge part of that.

10 Genius Ways to Harness PPC Intent Signals for Growth

Now that you understand the basics of audience intent in PPC, let’s take a look at some of the ways you can apply this knowledge strategically to boost campaign performance. 

1. Segment Audiences by Intent Categories

PPC campaigns perform best when searchers are grouped by intent, as navigational, informational, commercial, and transactional queries each require a different approach. By segmenting audiences accordingly, you can structure campaigns for more efficient bidding, better ad relevance, and stronger conversion rates.

PPC Segmentation for Navigational Intent

• Keep branded campaigns separate to control costs.
• Use competitor targeting campaigns to reach searchers looking for alternatives.

PPC Segmentation for Informational Intent

• Run separate campaigns for educational content rather than mixing them with conversion-focused ads.
• Set lower bids and use broad match keywords to capture wider interest.

PPC Segmentation for Commercial Intent

• Place these searches in mid-funnel campaigns focused on trust-building (reviews, testimonials, and case studies).
• Use custom audience lists to target previous website visitors still considering their options.

PPC Segmentation for Transactional Intent

• Separate bottom-funnel campaigns to maximize conversion tracking and bidding efficiency.
• Use RLSA strategies to adjust bids for previous high-intent visitors.

2. Adjust Bids Based on Intent Category

Some searches are more valuable than others. A person comparing services isn’t as likely to convert as someone searching for “schedule a consultation.” Bidding strategies should reflect where a searcher is in the decision-making process.

Navigational Intent: Protect Your Brand, But Bid Selectively

• Lower bids for branded keywords to avoid overpaying for traffic that would arrive organically.
• Higher bids on competitor terms if conquesting is a priority.

Informational Intent: Control Costs and Build Awareness

• Lower bids since these users are still researching.
• Use automated bid strategies to avoid spending too much on low-converting searches.

Commercial Intent: Balance Bid Aggressiveness with Cost Efficiency

• Higher bids than informational searches since these users are actively comparing options.
• Use audience layering by leveraging techniques such as increasing bids for returning site visitors.

Transactional Intent: Prioritize Conversions

• Highest bids for keywords that indicate strong purchase intent.
• Use enhanced CPC or manual bidding to control spend on top-performing terms.

3️. Leverage First-Party Data for Smarter Targeting

Relying on broad audience targeting wastes ad spend and reduces relevance. First-party data, or insights collected from your own website visitors, CRM, and past campaigns, allows for more precise targeting, allowing you to improve both engagement and conversion rates.

Retarget High-Intent Visitors

• Create audience segments of users who visited key pages (pricing, checkout, contact forms).
• Adjust bids to prioritize users who abandoned a cart or started a form but didn’t complete it.

Exclude Irrelevant Audiences

• Remove past converters from campaigns where they’re unlikely to take action again.
• Exclude unqualified leads, such as users who spent little time on the site or bounced immediately.

Personalize Ad Messaging

• Tailor ads based on past interactions, such as showing a discount to returning visitors.
• Use dynamic remarketing to display products or services a user previously viewed.

Refine Lookalike and Similar Audiences

• Build custom audiences based on high-value customers.
• Use lookalike modeling to target new users with similar behaviors.

4️. Exclude Low-Intent Searches to Reduce Waste

Users searching for definitions, free resources, or general knowledge rarely convert. These clicks are generally not worth paying for. By filtering out low-intent searches, you can focus budget on users who are more likely to take action.

Add Negative Keywords to Block Irrelevant Queries

• Exclude searches containing “free,” “examples,” “how to,” and “definition” when conversion isn’t the goal.
• Regularly review the Search Terms Report to find wasteful queries.

Refine Audience Targeting

• Exclude users with low engagement scores or those who have already converted.
• Adjust bid modifiers to lower spend on broad audiences and prioritize high-intent segments.

Limit Broad Match Keywords

• Use phrase match and exact match for better control over search intent.
• Combine broad match with audience signals to ensure ads are shown to relevant users.

5. Enhance Ad Copy to Match Intent Signals

A searcher’s intent determines what kind of messaging will resonate. A transactional query requires urgency, while an informational query needs education. Aligning ad copy with intent increases engagement and improves conversion rates.

Navigational Intent: Reinforce Brand and Trust

• Keep messaging simple and direct: “Official DHL Tracking” or “Log into Your Hilton Account.”
• Ensure ad extensions make it easy to navigate to key pages.

Informational Intent: Lead with Value

• Use question-based headlines: “What is business process outsourcing?”
• Offer guides, reports, and educational content rather than hard sell.

Commercial Intent: Build Confidence with Proof Points

• Highlight reviews, case studies, and comparisons: “See Why We’re Rated #1.”
• Address common concerns: “No Hidden Fees, No Long-Term Contracts.”

Transactional Intent: Use Direct CTAs

• Focus on action-driven language like “Get a Quote,” “Schedule Today,” or “Buy Now.”
• Reinforce speed and convenience: “Same-Day Approval” or “Instant Access.”

6️. Optimize Landing Pages for Intent Matching

Even the best ad copy won’t convert if the landing page doesn’t match what the searcher expects. A clear connection between intent and landing page content improves engagement, reduces bounce rates, and increases conversions.

Navigational Intent: Ensure Fast, Seamless Access

• Send users to the exact page they need, such as login portals or customer support.
• Use clear headings and calls to action to confirm they’re in the right place.

Informational Intent: Deliver Answers, Not Sales Pitches

• Feature blog posts, explainer videos, or downloadable guides.
• Offer email sign-ups or remarketing hooks to capture future interest.

Commercial Intent: Reinforce Trust Before the Decision

• Provide side-by-side comparisons, customer reviews, and case studies.
• Include FAQs or pricing transparency to address hesitations.

Transactional Intent: Remove Distractions and Prioritize Conversions

• Direct users to checkout, quote request, or booking pages, not general content.
• Keep forms short and frictionless to reduce drop-off rates.

7️. Combine Search and Display for a Full-Funnel Strategy

Search ads capture high-intent users actively looking for solutions, while display ads build brand awareness and nurture potential buyers before they reach that stage. A full-funnel strategy that leverages both ensures continuous engagement across the buyer’s journey.

Use Search Ads to Capture High-Intent Traffic

• Bid on transactional and commercial intent keywords to drive immediate conversions.
• Direct users to conversion-focused landing pages that match their intent.

Use Display Ads to Build Brand Awareness and Retarget Visitors

• Show educational content to informational-intent users who aren’t ready to buy.
• Retarget users who visited key pages but didn’t convert.

Create Cohesive Messaging Across Both Channels

• Align visuals and copy so users recognize the brand after clicking a search ad.
• Use consistent CTAs to reinforce the next step, whether it’s learning more

8️. Utilize Remarketing Lists for Search Ads

Most visitors won’t convert on the first visit, but remarketing lists for search ads (RLSA) allow you to adjust bids and messaging for users who have already engaged with your site. This keeps your brand top of mind and increases the chances of conversion.

Increase Bids for High-Intent Return Visitors

• Prioritize users who visited pricing, checkout, or contact pages but didn’t convert.
• Adjust bids upward to stay competitive when they search again.

Customize Ad Messaging Based on Past Behavior

• Offer discounts, testimonials, or additional value to users comparing options.
• Reinforce urgency with limited-time offers or free trials.

Exclude Users Who Already Converted (When Relevant)

• Remove past buyers from campaigns where repeat conversions are unlikely.
• Shift focus to upsells, renewals, or complementary products/services.

9️. Leverage Competitor Intent Signals to Capture High-Intent Users

Searchers looking for competitors are already in the market for your solution. Bidding on competitor keywords and targeting their audience through other intent signals can help redirect demand toward your brand.

Bid on Competitor Keywords for Direct Interception

• Target searches like “[Competitor] alternatives” or “[Competitor] pricing” where users are open to comparison.
• Craft ad copy that highlights your key advantages without misleading claims.

Use Display and YouTube Ads to Target Competitor Audiences

• Run display ads to users who visited competitor websites.
• Target competitor brand terms and related interests on YouTube.

Retarget Users Who Considered a Competitor but Didn’t Convert

• Show ads to visitors who searched for a competitor but ended up on your site.
• Reinforce your value proposition with customer testimonials, pricing transparency, or exclusive offers.

10. Measure and Refine with Intent-Driven Attribution

Tracking conversions isn’t enough. To optimize PPC campaigns effectively, you need to understand which intent signals drive the most valuable actions and adjust your strategy accordingly.

Analyze Performance by Intent Category

• Compare conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS) across navigational, informational, commercial, and transactional intent.
• Shift budget toward categories that generate the highest ROI.

Track Assisted Conversions to Understand the Full Funnel

• Identify which intent signals contribute to long-term conversions, even if they don’t drive immediate sales.
• Use multi-touch attribution models to weigh the impact of different search queries.

Refine Bidding and Targeting Based on Data

• Lower bids on low-converting intent categories or refine targeting for better-qualified users.
• Adjust messaging and landing pages for underperforming segments.

Unlock the Power of PPC Intent Signals in Your Campaigns

Leveraging intent to improve your PPC campaigns is a nuanced process that draws on several advanced PPC skills. However, folding intent into your campaigns dramatically improves the user experience and boosts your results. If you need help implementing this strategy or other advanced tactics, we can match you with an experienced PPC agency. To get started, request a complimentary consultation.

FAQs on PPC Intent Signals