When you are only getting irrelevant search queries on Google Ads, the keyword strategy of your campaign is the core problem. Your ads appear for search terms unrelated to your offering – wasting budget and degrading your Quality Score simultaneously. This especially affects accounts with Broad Match keywords without sufficient negative keywords.

What causes irrelevant search queries

The main reason for irrelevant search queries is Broad Match. This keyword type gives Google maximum freedom in matching: your keyword “lawyer Berlin” can also trigger for “lawyer TV show Netflix.” Since 2023, Google automatically expands keyword matching when Smart Bidding is activated. The problem worsens without negative keywords – without these filters, Google has no restrictions. Check the search terms report regularly to see which queries actually trigger your ads.

Why Google makes matching so broad

Google argues that Broad Match with Smart Bidding optimally controls reach. The algorithm should only bid on promising queries. In practice, this only works reliably from 30-50 conversions per month. Smaller accounts lack the data for precise algorithm decisions. Furthermore, Google has a business interest in more clicks – every impression is a potential revenue source, regardless of relevance to you.

Our recommendation against irrelevant search queries

Switch from Broad Match to Phrase Match or Exact Match for your most important keywords. Build a comprehensive negative keyword list and update it weekly based on the search terms report. Use the search terms report as a source for new, more precise keywords. Disable automatic keyword expansion in campaign settings.

Conclusion

Irrelevant search queries are the most common Google Ads problem and directly solvable. As a Google Ads agency, we optimize your keyword strategy and systematically build negative keyword lists. Combined with SEO, you maximize visibility for exactly the search queries that match your offering.