What 16,135 Search Terms Means for a Supply Store
Performance Max doesn’t have a keyword list. Google’s algorithm picks the searches — and it casts a very wide net.
One quarter. One campaign. 16,135 unique searches. Without systematic quarterly review, three distinct wrong-audience categories were actively consuming budget — each one a guaranteed zero-conversion spend.
The quarterly review is what maintains the 4.9x ROAS. how to review Performance Max search terms quarterly explains the full classification process.
The Three Wrong Audiences — Found and Removed
Competitor chain brand loyalty
Epoxy Depot is a physical chain. Users searching it by name are loyal to that specific store. Named chain brands are excluded. They will never buy from a different online supplier.
Hire intent, not supply intent
Epoxy flooring near me. Epoxy floor installation company. These are homeowners who want to pay someone to apply epoxy — not buy supplies to do it themselves. Two completely different buyers. Only one belongs in this account.
Wrong product categories entirely
Craft resin for jewelry, UV resin for art, river table epoxy, marine epoxy, automotive primer. Different products. Different buyers. Different markets. All excluded.
Torginol is a competing epoxy flake brand. Users searching torginol flakes are comparison shopping for the same product this store sells — they haven’t committed to a supplier yet. That’s a buyer in motion. Torginol variants: all kept.
The Spanish-Language Buyer Market
Professional floor coating installers in the US include many Spanish-speaking contractors who search in Spanish.
Resina epoxica para pisos. Donde comprar epoxi para piso. These are real buyers with real purchase intent. Every Spanish-language floor coating term was preserved.
why language is never a reason to negative — the professional installation market is multilingual. Excluding those searches means turning away paying customers
