A popular principle in Google Ads is to target high-intent keywords, the ones that signal someone is ready to buy.

Put another way, you should avoid keywords with low buying-intent like…

The logic behind that goes like this:

Someone searching these terms just wants information. They have little to no interest in buying a product.

So why waste money targeting them?

It makes sense, and a lot of brands accept that.

They write off these keywords as “too broad” or “won’t lead to sales.”

The thing is, these queries have 5-10x the search volume, and they cost a fraction of what “high-intent” keywords do.

This is a cheap, high-volume source of traffic with little to no competition.

We’re talking about keywords with 30k to 400k monthly searches, for under $0.50 per click in many cases.

Now, you might be thinking…

“Why does this matter if these keywords have low buying intent? Why should I care if they don’t drive sales?”

Fair question. And I’d mostly agree.

Research intent isn’t buying intent (yet).

But you can make it to be…

The secret to profiting from these lower-intent keywords is in the landing pages.

Instead of sending people to a standard product page…

You send them to pages that “disguise” as educational content but are designed for conversions.

Advertorials and Listicles work really well here.

They educate the readers, build trust, and warm the leads with valuable information.

Then, at just the right time, ask for the sale.

On the campaign side, you've got 2 ways to set this up.

First, you can run Search campaigns targeting keywords that include these phrases:

“How to"
"Best"
"Tips"
"Guide"
"Benefits"
"What is"
"When to"

You can uncover these in your Search Terms report, Keyword Planner, or research tools like Ahrefs or SEMrush.

The second option is to run Dynamic Search Ads that point to your advertorials/listicles.

Google will automatically match them to relevant searches and generate headlines from your meta titles.

It’s an efficient way to run this strategy without building massive keyword lists.

From what I’ve seen in our audits, very few brands are running this strategy.

So if you implement it in your account, you’ll instantly gain an edge over your competitors.

Of course, this isn’t a replacement for your core traffic like branded or transactional keywords.

But it can be a great way to pull in cold traffic and get new customers.

One that generated $454k for a brand we worked with from $98k in ad spend.

If you want a closer look at how to apply this strategy…

Check out this video.

We’ll show you the full step-by-step process, including a detailed breakdown of the landing pages we used for clients.

Jackson

Founder and CEO of Echelonn

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

Tell me more about yourself: Answer this 20-second survey so I can personalize your experience and make these emails more useful to you. Click here.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.