Summary: The fastest gains in 2025 come from turning queries into assets. Mine Search Terms weekly, upgrade RSA copy, add negatives, and mirror winning language on your landing pages. Link measurement to value, not vanity metrics.
Related reads: Landing Page Optimization Checklist, Best Tools for Online Ads, GA4 + Tag Manager Conversion Setup.
1) Weekly mining loop (30 minutes)
- Pull last 7–14 days of Search Terms (include cost, conversions, value).
- Tag each term: winner, candidate, negative, LP idea.
- Group by intent: define, compare, buy, troubleshoot.
2) Turn winners into RSA copy
- Headlines: reuse exact phrasing for top converting queries (one idea per line).
- Descriptions: expand the benefit and add a proof element or offer.
- Pins sparingly: only where compliance requires fixed lines.
3) Negatives that save budget
Add category/brand conflicts and low-intent modifiers at campaign/account level. Document themes (jobs, careers, free, DIY) and review monthly.
4) Landing pages that mirror intent
- Add a definition block if queries ask “what is…”.
- Create “A vs B” comparison modules for versus/compare terms.
- Include clear pricing/offer and FAQs when queries indicate purchase intent.
5) Search + PMax
Use Search to defend money terms (Exact/Phrase) and PMax to expand. Feed PMax with winning language and value signals.
Checklist
- Weekly mining with standardized tags.
- 3–5 new headlines per theme every week.
- Negatives updated; LP gains a new section each sprint.
- Decisions by value (revenue/lead score), not CTR alone.
Conclusion
Query → Copy → Page. Run this triangle weekly and the account compounds predictable gains.