What is keyword intent in Google Ads?

Keyword intent in Google Ads refers to the underlying goal or purpose behind a user's search query when they use specific keywords. Understanding keyword intent helps advertisers create more relevant ads and optimize campaigns to match the user's expectations, leading to higher conversion rates.

There are generally four types of keyword intent in Google Ads:

Informational Intent: The user is looking for information but doesn't necessarily want to make a purchase right away. For example, searches like "how to fix a leaky faucet" or "best places to visit in Paris" show informational intent. Ads targeting these keywords might focus on providing valuable content rather than pushing for a direct sale.

Navigational Intent: The user is looking for a specific website or brand. For instance, searches like "Amazon login" or "Nike official website" indicate navigational intent. Ads related to these keywords might focus on directing users to the brand's website or offering a direct link.

Transactional Intent: The user is looking to make a purchase or take a specific action. This is often indicated by keywords like "buy running shoes" or "best laptop deals." Ads targeting these keywords are typically designed to push users toward completing a purchase or sign-up.

Commercial Investigation: The user is considering a purchase but is still in the research phase. They might be comparing products, reading reviews, or looking for the best options. Examples include "best smartphones 2025" or "top-rated home security systems." Ads targeting these keywords should emphasize product benefits and reviews to help influence the user's decision.

By identifying and aligning your keywords with the user's intent, you can create more effective Google Ads campaigns that deliver better results.