Service-based keyword planning
Group relevant searches around a defined service, rather than placing unrelated needs in the same campaign message.
Corporate services / Google Ads
Google Ads search campaigns for UAE corporate services
A search campaign project built around specific services and the intent behind the enquiry. Paid campaigns and SEO were considered together so relevant searches led to appropriate information.
At a glance
- Client
- UAE corporate-services business
- Industry
- Business setup and corporate services
- Market
- UAE, with an Abu Dhabi focus
- My role
- Search campaigns and SEO support
- Work included
- Keyword planning, campaign management and conversion tracking
- Platforms
- Google Ads, GA4 and Google Tag Manager
Tools & platforms
- Google Ads
- Google Analytics 4
- Google Tag Manager
The brief
Reach people looking for a specific service.
Corporate-service searches can include prospective customers, comparison research, job seekers and general information needs. The campaign needed to focus on the services offered and make the destination relevant to the query.
The objective was useful enquiries from service-intent searches, rather than traffic without a clear commercial purpose.
The challenge
Broad search demand needed a more focused approach.
The work involved distinguishing relevant service searches from queries that were unlikely to lead to a customer enquiry. A broad keyword alone did not explain the person’s need.
Strategy
Organize campaigns around the service and the page.
Relevant ad copy and destinations
Connect the query with a service-specific message and a page that explains the next step.
Conversion tracking
Include tracking for the agreed enquiry actions, with their meaning kept separate from customer or sales outcomes.
Campaign review
Use search terms to improve relevance.
Location decisions focused on the agreed UAE market. Search-term reviews and negative keywords supported the effort to reduce irrelevant queries. Campaign performance and enquiry feedback informed ongoing changes.
Delivery
A more specific search-campaign structure
The service-based structure connected keyword planning, ad messaging and the destination. Ongoing query review supported decisions about relevance and budget use.
- Service-intent keyword groups
- Relevant ads and destination pages
- Conversion tracking
- Search-term and negative-keyword reviews
What the project reinforces
Search intent belongs in the whole journey.
Keyword choice, ad copy, destination content and follow-up should describe the same service need. Query reviews are useful because the searcher’s actual words can reveal a different intention from the original keyword plan.
Connected work
Explore search and lead-generation examples
Make your search campaigns more specific.
Share the services you advertise, your target market and the enquiries you want to improve.
