If your broad campaign (A) is converting but your precise/product-name campaign (B) barely serves and pays huge CPCs, the culprit is usually low CTR, which crushes Quality Score and inflates CPC. Fix it by tightening structure, ad copy, and landing page relevance, plus negative keywords to clean intent.
The scenario
- Campaign A (broader intent) = decent conversions
- Campaign B (precise/product name) = low impressions, minimal spend, CPC > Keyword Planner range
- Historically, B used to perform normally
Why this happens (in practice)
- Low CTR → Lower Quality Score → Higher CPC. Google rewards high expected CTR with cheaper clicks and better auction priority.
- Relevance leak points:
- Over-stuffed ad groups (too many keywords per ad)
- Generic ad copy that doesn’t mirror the query
- One generic landing page for all queries (mismatch of promise vs page)
Fix it (step-by-step)
1) Restructure into SKAGs or tight themed ad groups
- 1–3 close-variant keywords per ad group.
- Name ad groups by the exact term (“flat trailer”, “flatbed trailer”, etc.).
- Separate brand, model, size/spec, use case (e.g., “flat trailer 20ft”).
2) Rewrite ads to mirror the query
- Include the exact keyword in H1 and Path.
- Promise the thing the searcher expects (size, spec, availability, price band).
- Use 3–5 RSAs with pinned H1 for the exact term and rotate 5–8 varied assets.
Template snippet (RSA):
- H1: Flat Trailer 20ft — In Stock
- H2: Same-Day Pickup | Warranty Included
- Desc: Shop 20ft Flat Trailers. Load-ready, durable frames, pricing from $X. Compare models & get a quote today.
3) Align landing pages to intent
- Hero line matches query: “20ft Flat Trailer — In Stock Today”
- Above-the-fold: primary spec table, price band, CTA (“Get Quote” / “Call Now”).
- Proof: ratings, photos, warranty badges, FAQs tailored to that model.
4) Audit match types & add negatives
- If using Broad match: pull Search Terms daily at first.
- Add negatives for off-intent variants (jobs, DIY, parts, rental if you sell, etc.).
- Keep a shared negative list (competitors, career-terms, “free”, “manual”, etc.).
5) Bidding & eligibility checks
- Check Top IS (Impression Share) and Absolute Top IS; if low due to rank, raise bids/ROAS tROAS floors or improve QS.
- Ensure budget not throttling (limited by budget = missed impressions).
- Separate exact vs broad campaigns only when budget, geos, or goals differ.
6) Measure the right leading indicators
- Track Impr. (Abs. Top) %, CTR, QS (components), Search Term match rate, Cost/Conv, and Conv. Rate per ad group.
- Expect a CTR lift first, then CPC down, then impressions & spend stabilize.
Quick checklist (copy & use)
- Max 1–3 KWs/ad group; SKAG or tight themes
- Keyword in H1, Path; copy mirrors query
- Dedicated landing section per keyword theme
- Search Terms reviewed; negatives added
- Budgets & bids not capping eligibility
- Monitor CTR → QS → CPC weekly
FAQs
Q: Why does Keyword Planner show lower CPCs than I pay?
A: Planner is directional. In-auction CPC depends on QS, competition, extensions, and eligibility at that moment—low CTR can push you far above Planner ranges.
Q: Should I pause the broad campaign while fixing exact?
A: No. Keep the winner running; fix structure and relevance in the precise campaign, then reassess budget split.
Q: SKAGs or themes in 2026?
A: Either works if you keep tight intent and maintain ad/landing relevance. The problem is loose groupings, not the framework.
Call to action
If you want me to review your structure, ads, and search terms and send a punch-list, get in touch—happy to help.