Running Google Ads is one of the fastest ways for service-based businesses in Lahore, Pakistan, to attract potential customers. But here’s the catch: without proper optimization, a significant portion of your ad budget can get wasted on irrelevant clicks. That’s where mastering the Google Ads Search Term settings comes in.
At DML Lahore, we’ve seen many businesses face the same problem—ads are running, impressions look good, but actual leads or conversions don’t match the spend. The culprit is often poor handling of search term data.
1. Use Negative Keywords to Block Irrelevant Traffic
One of the easiest yet most powerful ways to control your ad spend is by applying negative keywords. These are specific terms that stop your ads from appearing when people search for results that don’t match your business or offerings.
Why This Matters
Without negatives, your ads might display for completely unrelated searches. Imagine you run a digital marketing agency in Lahore, but your ad shows for “free SEO training” or “cheap digital marketing jobs.” You’ll end up paying for clicks that will never convert into paying clients.
How to Do It
- Check your Google Ads Search Term report to spot search queries that don’t align with your business.
- Add them to your campaign’s negative keyword list.
- Keep updating this list weekly or monthly as new irrelevant searches appear.
Pro Tip
Instead of adding negatives one by one, group them by themes. For example:
- Job seekers: “career,” “vacancy,” “internship.”
- Free content: “free,” “cheap,” “trial.”
- DIY searches: “how to,” “tutorial.”
Applying these across campaigns saves time and ensures budget protection.
2. Adjust Match Types for Precision and Reach Balance
Google Ads offers three main match types: broad, phrase, and exact match. How you use them can make or break your campaigns.
The Match Types
Broad Match
Casts the widest net. For example, targeting digital marketing agency may show your ad for best digital agency in Pakistan or even online advertising companies. Good for reach but dangerous for relevance.
Phrase Match
Ads appear when the search query includes your keyword phrase in the same order. More control, better for intent-based searches like digital marketing agency in Lahore.
Exact Match
The most precise. Ads only appear for the exact keyword or very close variations. Perfect for high-intent queries like Google Ads management Lahore.
Why This Matters
Many Lahore businesses unknowingly stick to broad match, wasting money on irrelevant traffic. On the flip side, using only exact match limits exposure.
How to Do It
- Start with phrase and exact match for core services.
- Test broad match only if you have a solid negative keyword list in place.
- Regularly monitor which match types are producing the best cost-per-conversion.
Pro Tip
Layer in audience signals (like remarketing lists or in-market audiences) with broad match. This ensures your ad is still shown to relevant prospects even with a wider net.
3. Leverage Search Term Reports for Smarter Decisions
Your Google Ads Search report is a goldmine. It reveals what people actually type before clicking on your ad.
Why This Matters
It’s one of the best ways to find wasted spend—and discover hidden opportunities. Many businesses ignore this data and let irrelevant clicks eat away at their budget.
How to Do It
- Review the report weekly.
- Spot the top-performing search queries and turn them into targeted keywords for your campaigns.
- Spot low-quality or irrelevant queries and add them as negatives.
Example for Lahore Businesses
If your campaign is targeting “digital marketing services,” you might find people searching digital marketing agency in Lahore with SEO services. That’s a long-tail keyword worth targeting. At the same time, you may find queries like digital marketing jobs in Lahore—which should be blocked immediately.
Pro Tip
Segment the data by device and location. You might find that search terms including “near me” convert better on mobile in Lahore. Optimizing based on this insight can dramatically increase ROI.
4. Optimize Location and Language Targeting
Location targeting is one of the easiest areas to get wrong—and one of the costliest.
Why This Matters
If your services are only available in Lahore but your ads are showing across Punjab or even nationwide, you’re paying for irrelevant clicks.
How to Do It
- In your campaign settings, select “People in or regularly in your targeted locations” (Presence). Avoid the Presence or Interest option, which can trigger clicks from users outside Lahore.
- Narrow down to Lahore if that’s your market.
- Use radius targeting for service-based businesses with physical offices (e.g., 10 km around Gulberg).
Pro Tip
Check the “User location report” inside Google Ads. You may discover you’re unintentionally spending in areas outside Lahore, even if you only selected Lahore as your target.
Bonus Layer: Language
If your audience prefers English or Urdu searches, tailor your keywords and ad copy accordingly. For example:
- English keywords: “digital marketing agency Lahore.”
- Urdu transliterated keywords: “Lahore ki best marketing company.”
5. Implement Smart Bidding with Conversion Tracking
You can’t reduce wasted spend without tracking real results. Conversion tracking is the foundation for Smart Bidding strategies in Google Ads.
Why This Matters
Clicks don’t equal business growth—conversions do. Without tracking, Google has no way to optimize your campaigns. You’ll keep paying for clicks that don’t deliver ROI.
How to Do It
- Set up conversion tracking for key actions (form fills, calls, bookings).
- Integrate Google Analytics 4 with your Google Ads account for deeper insights.
- Apply Smart Bidding strategies like:
- Target CPA (Cost per acquisition): Keeps conversions within budget.
- Maximize Conversions: Uses Google AI to focus spend on queries most likely to convert.
Pro Tip
Feed high-quality conversion data (like qualified leads, not just clicks). The smarter the data, the more efficient the bidding.
Moving Forward: Building Smarter Campaigns in Lahore
Optimizing your Google Ads Search Term settings is not just about reducing waste—it’s about building smarter, more profitable campaigns. Service-based businesses in Lahore that take control of negative keywords, match types, reports, targeting, and bidding can achieve far greater results with the same budget.
At DML Lahore, we help businesses fine-tune their Google Ads strategies so they’re not paying for irrelevant clicks but investing in growth. No matter if you’re just starting out or already an established brand, applying these changes can completely reshape the performance of your campaigns.
FAQs
1. What is the difference between keywords and search terms in Google Ads?
Keywords are what you choose to target, while search terms are the actual queries users type before seeing your ad. Search terms reveal intent more clearly.
2. Should small businesses in Lahore use broad match keywords?
Yes, but with caution. Broad match can bring volume but should always be paired with a strong negative keyword list and close monitoring.
3. How often should location targeting be checked in Google Ads?
At least once a month. Many businesses assume Lahore-only targeting is set but end up spending on other regions due to Google’s “interest” targeting.
4. Does Smart Bidding work for small budgets?
Yes. Even with smaller budgets, Smart Bidding can optimize spend toward conversions, as long as you provide enough conversion data.
5. Can Google Ads Search Term reports show new business opportunities?
Absolutely. Many businesses discover long-tail keywords or service-specific queries that lead to highly qualified leads. It’s a great source for expansion.
