Google Ads now focuses on intent, not just keywords

You might have already noticed that Google Ads has changed. Where campaigns once relied on a relatively straightforward process centred around keywords, they are now driven by intent. This shift means advertisers can no longer depend solely on keywords. To get the best results, campaigns need to focus on intent, strategy, and understanding audience behaviour. Here’s everything you need to know.
 

How Google Ads has changed from keywords to intent

Traditionally, your approach to pay-per-click (PPC) might be to establish a list of likely keywords and then decide how Google might match these keywords, for example, should it be an exact match or broader. Then you would create ad groups, organising each based on similar search terms. 

But Google’s auction has changed. Now, it uses ‘query fan out’. This is an AI technique that runs multiple concurrent searches by splitting more complex questions into subtopics and exploring the web for a wide range of information. The result is a process that considers what problem the user is trying to solve, as well as, where they are in the decision-making process.  

Think of it like this: If someone searches ‘How do I get crayon off a wall?’, they’re not shopping, they’re in the middle of a personal crisis thanks to a creative toddler. But actually solving this problem will likely involve a cleaning product, and Google realises this. So, along with tips and tricks, it will also show ads for cleaning products. The user searched for a solution to a problem, but the system connected their problem with products that provide solutions. 

How search behaviour has changed

The way we search has changed. Especially with the evolution of AI, the process is now much more of a conversation. Rather than using search tools as a look-up, a question may be asked, but there will be further follow-up questions as they try to refine what they’re asking for.

Google's changes to its ads reflect this shift towards intent and understanding the motivations behind the search. But for PPC experts who are willing to adapt, it presents an opportunity to develop much more sophisticated strategies.   

Do keywords still matter for Google Ads? 

Yes, keywords still matter; it’s their role that has changed. Keyword research, for example, will still play an important part in the process, particularly for new accounts, niche products and competitive markets. 

Keywords will also matter for limited budgets. When advertisers can’t afford to let the algorithm test many variations upfront, carefully chosen keywords help keep campaigns efficient, controlled, and predictable.

The key takeaway is that your strategy no longer needs to rely on exact matches alone. Today, keywords are signals that guide and inform the algorithm, helping it understand user intent.

What does this mean for my PPC? 

It doesn’t mean you have to change everything overnight. It’s a good opportunity to review your ads and identify which of your campaigns could be improved. We’d recommend starting with your campaigns where the search intent is more complicated.

You can also consider the wider context of your ads and your landing page content. Are your ads driving to a list of product features, or does your content detail how and why someone should use your product? This contextual alignment is more likely to be awarded by the algorithm. 

While search is evolving quickly, this shift is a real opportunity for PPC specialists. We’re genuinely excited about what it means.

As platforms move beyond simple keyword matching and focus more on user intent, the bar is being raised. It challenges us all to build smarter, more strategic campaigns. By understanding what people are really trying to achieve, we can create more relevant, targeted activity that connects them with the right solution at the right moment.