Not every search is worth paying for

Modern Google Ads campaigns can match a much broader range of searches than ever before. Alongside new opportunities, this often introduces navigational queries such as:

• Login

• Customer service

• Returns

• Contact details

• Account access

• Order tracking

In many cases, these users are existing customers trying to navigate your website rather than making a purchase. While some businesses may choose to advertise on these searches, many find they're better served organically.

1. Look for recurring themes

Navigational searches often appear in many different variations, making them easy to miss when reviewing search terms one by one. Instead of looking at individual queries, review recurring words and phrases across your account.

Common themes such as login, returns or customer service quickly become visible and can highlight areas worth investigating.

Squared.io tip: N-gram analysis groups recurring words and phrases across Search, AI Max and Performance Max queries, helping teams identify patterns that would otherwise be hidden in thousands of individual searches.

2. Review queries across every campaign type

Navigational searches aren't limited to Search campaigns. With broader matching and AI-powered campaign types, the same queries can appear across Search, AI Max and Performance Max.

Reviewing them together provides a more complete picture and helps ensure you're applying the same standards across your account.

Squared.io tip: Squared.io brings search queries from Search, AI Max and Performance Max into a single view, making it easy to review and action opportunities without exporting multiple reports.

3. Apply negative keywords consistently

Once you've identified navigational queries that don't add value, make sure they're excluded consistently. Relying on campaign-level negatives can lead to gaps as new campaigns are created.

Maintaining shared negative keyword lists helps ensure exclusions remain in place as your account grows.

Squared.io tip: Apply negative keywords at account, group or global level so exclusions automatically carry across existing and future campaigns, including Performance Max.

4. Make it part of your regular optimisation routine

Search behaviour changes over time, particularly as Google's automation evolves. Reviewing navigational queries regularly helps identify new trends before they become a source of unnecessary spend.

A recurring review also helps ensure new campaigns continue following the same governance standards.

How Squared.io helps

Squared.io continuously analyses search queries across Search, AI Max and Performance Max campaigns, highlighting recurring themes through N-gram analysis and making it easy to apply negative keywords at scale. Instead of manually reviewing thousands of individual searches, teams can quickly identify navigational query patterns, reduce wasted spend and maintain consistent governance across every campaign.