AI has made search broader—and messier. If you’re a small, niche service business, you might see half your leads asking for apps or tools you don’t provide. Add in $200 CPC spikes and the math stops working. In this guide, I’ll show you how to cap costs, filter intent, and focus your spend on buyers who actually want your service.
Step 1: Tighten Your Ad Schedule
- Use past conversion data to keep ads on during high-intent hours only.
- Pause low-value windows (late nights, low-converting days).
- Re-check seasonality monthly.
Quick checklist:
- Schedule aligns with top converting hours
- Device bid adjustments set (if needed)
- Location targets refined to serviceable areas
Step 2: Set a Max CPC Limit (and Mean It)
- Maximize Clicks: set the Max CPC bid limit to prevent runaway $200 clicks.
- Manual CPC: enforce keyword-level max CPCs.
- Review outliers weekly and reduce caps where needed.
Pro tip: Add bid caps per theme (brand, core service, competitor) rather than a one-size-fits-all number.
Step 3: Clean Your Search Terms → Build Negatives
- Pull Search Terms for the last 30–90 days.
- Tag zero-conversion themes (e.g., “app”, “software”, “AI tool”, “free”, “github”, “download”).
- Add phrase/exact negatives at the campaign level to block them everywhere relevant.
- Revisit weekly for the first month, then bi-weekly.
Starter Negative List (edit to your niche):
app, apps, software, tool, platform, AI, AI tool, free, open source, github, download, template, API, SaaS, pricing calculator
Step 4: Fix Structure & Avoid Keyword Pollution
- Split campaigns by location and service line.
- Keep ad groups tight and aligned to a single intent cluster.
- Map each ad group to dedicated ad copy and a matching landing page.
- Remove low-intent, generic broad keywords until you have strong negatives and conversion data.
Step 5: Add Assets (Extensions) & Trust Signals
- Enable sitelinks, callouts, structured snippets, call, location, price, and promo assets.
- Connect ratings via Google reviews or Trustpilot.
- Mention scope, turnaround time, and “what you don’t do” for clarity.
Above-the-fold website copy:
“Live, on-site [service] for [audience]—no apps, no plugins, no software downloads. Book a call.”
Step 6: Website Alignment for Intent Filtering
- Rework headlines to make your service vs. software positioning unmistakable.
- Add a short FAQ: “Do you offer an app?” → “No—this is a live service.”
- Add location/service area and minimum engagement details for self-qualification.
Step 7: Monitor, Iterate, Protect
- Watch CPC outliers, query themes, and non-converting spend weekly.
- Maintain a running negative keyword log.
- Expand exact/phrase matches from the winners only.
- Test RSAs with variations that exclude “software/app” expectations.
Troubleshooting Table
| Symptom | Likely Cause | Fix |
|---|---|---|
| $200+ CPC spikes | No max CPC cap on Maximize Clicks | Set Max CPC limit; review keyword caps |
| Many app/tool inquiries | Missing negatives; vague ad/LP copy | Add negatives; clarify “service, not software” |
| High clicks, few conversions | Keyword pollution; broad themes | Tighten structure; pause weak themes |
| Low Quality Score | Mismatch between query–ad–page | Rewrite RSA; align landing page intent |
FAQs
Q1: Should I switch to Manual CPC?
If you’re seeing extreme outliers, manual can help enforce keyword-level ceilings. Otherwise, keep Maximize Clicks with a strict Max CPC cap and monitor closely.
Q2: How often should I add negatives?
Weekly for the first month; then bi-weekly. Spikes in irrelevant themes = immediate review.
Q3: Do I need separate campaigns for each city?
Yes, if intent and CPC vary by market. This gives you cleaner budgets, better location signals, and clearer reporting.
Q4: Can assets really improve lead quality?
Yes—assets communicate scope, pricing, location, and social proof. That reduces mismatched clicks and lifts CTR/Conversion Rate.
Conclusion
If you want me to review your account and stop irrelevant AI traffic, get in touch. We’re a Google Partner focused on lowering CPC, lifting Quality Score, and driving sales—not just clicks.