Query Mapping: The Underrated Google Ads Tactic
Most Google Ads accounts are structured around keywords, but the real signal lives in search queries. If you're not systematically mapping queries to intent, you're leaving performance on the table.
Melbourne-based performance marketing consultant helping B2B and e-commerce brands grow through Google Ads, SEO, and analytics.
Why Query Mapping Matters
Keywords tell Google what you want to target. Queries tell you what users are actually searching for. The gap between the two is where most advertisers lose control–and budget.
Query mapping is the practice of systematically categorizing your search queries by intent, then using those insights to refine your campaign structure, negative keywords, and bidding strategy. Done right, it improves relevance, reduces waste, and gives you a clearer picture of what's actually driving conversions.
The Three-Step Process
1. Export and Clean Your Query Data
Pull search query reports for the last 30-90 days. Focus on queries with meaningful volume–anything with at least 5-10 impressions. Remove brand queries if you're isolating non-brand performance, and filter out obvious junk (misspellings, irrelevant variants).
2. Categorize by Intent
Group queries into intent buckets. For B2B, this might be Research, Comparison, Pricing, Implementation. For e-commerce, think Product Discovery, Category Browse, Brand Specific, Buying Intent.
The goal is to understand what stage of the journey each query represents, so you can align your messaging, landing pages, and bids accordingly.
3. Action the Insights
Once you've mapped your queries, you can:
- Refine campaign structure: Create dedicated ad groups or campaigns for high-intent query clusters
- Build negative keyword lists: Block low-intent or off-target queries systematically
- Adjust bids: Push more budget toward queries with proven conversion paths
- Improve ad copy: Match messaging to the specific intent of each query cluster
Real-World Impact
In a recent engagement with a B2B SaaS client, we mapped 3,000+ search queries and discovered that 40% of spend was going to research-phase queries with almost no conversion. By isolating these into a separate campaign with adjusted messaging and lower bids, we reallocated budget to high-intent queries and reduced CPA by 35%.
Query mapping isn't glamorous, but it's one of the highest-leverage tactics in Google Ads management. Most accounts are sitting on months of untapped query data. Put it to work.
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