Separate search intent
Group inquiries by service, geography and customer action. For each group, check the offer, availability and landing page. Do not promise delivery or installation in a region not served by the team. Exclude or process requests with a different need separately if they make business sense.
Continue with: Advertising landing pages: a pre-launch checklist.
Check the actual search terms
The match type does not replace the analysis of the queries on which the ad was served. Regularly review the available report, add relevant negative keywords and check that they are not blocking the desired demand. Do not make a conclusion based on one click: consider the volume of data and the quality of the received requests.
Continue with: Google Ads conversions: are genuine enquiries counted?.
Associate the structure with the result
Evaluate the group on qualified enquiries and sales, not just cheap clicks. If the search intent is relevant but lead quality is poor, check the page, price and sales follow-up. Keep a log of keyword, negative keyword, and ad changes to explain the difference in results.
Should I collect as many keywords as possible?
Quantity is not the goal. It's important to capture the right intent and have the right offer, page, and way to measure traffic quality.