Mastering Intent-Based Keyword Research for Google Ads
Introduction
In 2025, the key to unlocking Google Ads success lies in one critical best practice: intent-based keyword research. This strategy ensures your ads reach users whose search queries signal clear intent - whether they’re researching, comparing, or ready to buy - driving conversions while minimizing wasted spend. As Google pushes automation tools like AI Search Max that prioritize broad, often irrelevant query matching over advertiser control, intent-based keyword research keeps you in the driver’s seat. groas takes this practice to new heights with its innovative New Funnel tab, a powerful feature that uncovers hidden growth opportunities through AI-driven insights. This in-depth guide explores why intent-based keyword research is essential, how to master it, and how groas empowers advertisers to optimize Google Ads campaigns with precision and scale in 2025.
What is Intent-Based Keyword Research?
Intent-based keyword research involves identifying and targeting keywords that align with the specific intentions behind a user’s search. Rather than relying on generic or broad terms, this approach zeroes in on why a user is searching - whether for information, navigation, or a purchase - and crafts ads that match that intent.
Below are the 4 main types of search intent that exist:
Informational Intent: “What makes yoga mats eco-friendly?” (User is learning.)
Navigational Intent: “Eco-friendly yoga mats brand X” (User seeks a specific brand.)
Action: Create separate ad groups for each stage to tailor ad copy and improve relevance.
Step 4: Apply Negative Keywords Proactively
Negative keywords block irrelevant queries, countering Google’s tendency to over-match.
Action: Check search term reports daily to add negative keywords (e.g., “diy yoga mats” or “cheap mats”) that don’t align with your goals.
Tip: Use campaign-level negative keyword lists for efficiency, but avoid overly broad terms that limit relevant variations.
Step 5: Test and Optimize Keywords
Keyword performance shifts with trends and user behavior, so continuous testing is key.
Action: A/B test keyword variations (e.g., “sustainable yoga mats” vs. “eco-friendly yoga mats”) to find top performers.
Tip: Track CTR, conversion rate, and cost-per-conversion to refine bids or pause low-value keywords.
Step 6: Target Conversational and Long-Tail Queries
With voice search and AI Overviews driving longer, question-based queries, long-tail keywords are critical.
Action: Focus on 3+ word phrases (e.g., “where to buy eco-friendly yoga mats in Seattle”) that signal high intent.
Tip: Include question-based keywords (e.g., “which eco-friendly yoga mats are best for travel”) to capture voice search traffic.
How groas Does AI Intent-Based Keyword Research For You
Step 1: Connect or Create a New groas Campaign
Start by signing up at groas.ai and linking your Google Ads account.
Log in to the groas dashboard.
Navigate to the bottom left of the page and securely connect your Google Ads account.
Either supercharge an existing campaign by going into the 'Unoptimized' tab and clicking 'Supercharge' or create a fresh groas campaign from scratch by clicking the top right of the page and filling out a simply 5 step form.
Step 2: Filter By Suggested Action In The 'New Funnel' Tab
Keywords that groas sees as a new opportunity that you are not currently tracking in your campaign are highlighted in green. If you click the informational button in the Suggested Action column, groas then gives you in depth reasoning as to why it marked this keyword as a high potential one for your campaign.
Sorting By Promote Action
In Depth Reasoning As To Why This Search Term Should Be Promoted To A Keyword
Search terms that groas believes you are currently wasting budget on and should be moved to your negative keyword list are marked in red. Once again, groas gives you in depth reasoning as to why it is suggesting this particular action.
Search Terms That groas Is Suggesting You Move To Your Negative Keyword List
In Depth Reasoning As To Why A Search Term Should Be Moved To Your Negative Keyword List
groas will also uncover new search terms within your campaign’s context that are already effectively tracked closely enough in your existing keyword list, ensuring you stay focused on what’s working. If you disagree with its conlcusions, you can promote / move to negative each of these keywords till your heart is content
Redundant Terms That Are Already Being Tracked Closely Enough In The Current Campaign
The question we most often get is how excatly is groas coming to these conclusions. Without giving away too much of our secret sauce, our classification agents have been trained on over $500bn of profitable google ad spend and take into account live campaign performance data, knowledge around your brand and offer as well as live user feedback in order to come to its conclusions.
Final Words
Intent-based keyword research is the linchpin of Google Ads success in 2025, delivering relevance, efficiency, and ROI in a competitive, AI-driven landscape. While Google’s AI Search Max risks budget waste and brand dilution with its heavy-handed automation, groas empowers advertisers with AI that uncovers new growth opportunities, prioritizes control, and aligns with your goals. By mastering intent-based keyword research with us, you’ll build campaigns that target the right users, convert at higher rates, and stay ahead of the curve.
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