# Five real search phrases and what I would do with each one These are five short examples of how I would turn a search into a decision. > **The five search phrases are real.** They came from PPC.io Search Console. > **Everything attached to them is an example.** Every number, URL, commercial assumption, date, forecast, page detail, search-result detail, spending limit, and test result is made up to teach the method. None is a PPC.io actual or a current public audit of PPC.io. > **Why I start with one offer:** For these examples, I am pretending one PPC.io Google Ads offer is already proven to make money. That shows why a small, closely related search can matter more than a much bigger distraction. This is not a claim about PPC.io revenue or about any keyword being profitable. A normal keyword list can make all five look like opportunities. They are not. One is worth testing in Google Ads, one needs a better page, one deserves a new page, one comes from the wrong customer, and one is already working. ## All five at a glance | Search | What is going on | What I would do | |---|---|---| | `ppc audit` | A marketer or business owner trying to work out how to check their Google Ads account. There's a page here that can actually do the job. | **Test PPC.** Run a small, capped paid test and let the result replace the teaching assumptions. | | `optmyzr alternatives` | A PPC practitioner comparing tools before choosing or switching. The page answers the search, but a paid visitor would land here with nowhere useful to go. | **Fix.** Repair the page and its next step before chasing or buying more traffic. | | `car dealer ppc` | A dealership marketer or agency looking for PPC advice specific to car dealers. The search lands on a broader page that can't fully answer this specific need. | **Build.** Create the missing page after checking that no existing page should do the job. | | `high paying adsense keywords` | A publisher looking for topics that earn more AdSense revenue. The site shows up for a search meant for a completely different kind of customer. | **Ignore.** Leave this search out of the current pass so it cannot distract from the profitable offer. | | `ppc.io` | Someone deliberately searching for the brand by name. This search already reaches the right page for free. | **Keep.** Protect the page and the demand it already owns. | The label is only the ending. The useful part is understanding the person, the page, and what the business can honestly do next. --- ## 1. `ppc audit`: Test PPC ### Who searched A marketer or business owner trying to work out how to check their Google Ads account. They wanted an audit, a way to audit it themselves, or help deciding if the account is healthy. I would treat this person as a plausible customer in this example. ### What I would do **Test PPC.** Run a small, capped paid test and let the result replace the teaching assumptions. In this example, I have enough information to make the call. ### Why This looks like the right kind of customer, there's something useful to offer them, the landing page works, and the made-up numbers add up. Ranking well organically doesn't tell us whether paid traffic would bring in more good customers too, so I'd run a small test with a strict spending limit. **The page situation:** There's a page here that can actually do the job. **What I can actually offer:** A useful audit resource, or a real audit they can request. **Where they should land:** A page that answers what they're looking for and gives them a clear next step. **What they should be able to do there:** Download the resource, or request a real audit. **Can the click make financial sense?** Made-up numbers: £1,000 profit per sale x 20% of leads become sales x keep 50% after costs = £100 is the most we could pay for a lead. £100 per lead x 5% of page visitors convert = £5 is the most we could pay per click. A made-up UK price forecast of £3.20 to £4.80 fits under that. What I know, and what I am still assuming: - **What the data really showed:** the exact query phrase appeared in PPC.io Search Console - **My judgement:** this looks like a real potential customer - **Made-up example:** pretend the page was opened on 31 July 2026 and the audit-request button worked - **Assumption used for this example:** £100 is the most we could pay per lead, worked out openly from made-up sale value, close rate, and margin - **Assumption used for this example:** 5% of landing-page visitors would convert - **External estimate:** made-up UK CPC range of £3.20 to £4.80, checked 31 July 2026 - **To measure:** swap these assumptions for the real test result once it runs ### Numbers behind this example > Everything below is made up to show the calculation. These are not PPC.io figures or benchmarks. - **The page check:** Made-up example: audit page opened and the audit-request button worked, checked on 2026-07-31. - **Market:** United Kingdom, using GBP. - **What one lead can cost:** £1,000 x 20% x (1 - 50%) = £100 most we could pay per lead. That uses a £1,000 gross contribution per sale, a 20% lead-to-sale close rate, and 50% retained as the required margin. The resulting £100 allowable cost per lead is an assumption used for this example. - **What one click can cost:** the example uses a 5% page conversion rate, which is an assumption used for this example. That makes the maximum CPC £5. - **Illustrative market price:** £3.2 to £4.8. External estimate, from a made-up UK price forecast checked 2026-07-31. - **Hard limit:** £5 maximum CPC and £300 total spend. - **Test dates:** 2026-08-03 to 2026-08-16. - **When to stop:** Stop at £300 total spend or 60 clicks, whichever comes first; stop straight away if conversion tracking breaks. - **First honest read:** 2026-08-17, only if enough result data has come in by then. ### What happens next Run the made-up 3 to 16 August 2026 test with a £5 maximum CPC and a £300 total spending cap. Stop at £300 or 60 clicks, whichever comes first, and stop straight away if conversion tracking breaks. ### What would change my mind If the landing page stops bringing in useful enquiries, fix the page first. If clicks end up costing more than £5, the test stops making financial sense in this market. --- ## 2. `optmyzr alternatives`: Fix ### Who searched A PPC practitioner comparing tools before choosing or switching. They wanted a trustworthy comparison and a clear next step. I would treat this person as a plausible customer in this example. ### What I would do **Fix.** Repair the page and its next step before chasing or buying more traffic. In this example, I have enough information to make the call. ### Why This looks like the right kind of customer, but the page currently gives them nowhere useful to go. Paying for more visitors right now would just buy page views. **The page situation:** The page answers the search, but a paid visitor would land here with nowhere useful to go. **What I can actually offer:** A comparison, a relevant tool, or a way to try the product. **Where they should land:** The existing comparison page. **What they should be able to do there:** This example page doesn't have one yet. **Can the click make financial sense?** Don't put a price on traffic until the page has a useful next step you can actually put a value on. What I know, and what I am still assuming: - **What the data really showed:** the exact query phrase appeared in PPC.io Search Console - **My judgement:** this searcher looks like a real potential customer - **Made-up example:** this page has no suitable next step to convert on - **Still unknown:** what a conversion is worth, until the page is fixed ### What happens next Fix the page first. Add one useful next step, make sure it actually works, then work out what a click is worth. ### What would change my mind Once the page has a useful next step and we know what that step is worth, this could become a small PPC test. --- ## 3. `car dealer ppc`: Build ### Who searched A dealership marketer or agency looking for PPC advice specific to car dealers. They wanted an answer, service, or guide built for their industry. I would treat this person as a plausible customer in this example. ### What I would do **Build.** Create the missing page after checking that no existing page should do the job. In this example, I have enough information to make the call. ### Why The exact phrase appeared in Search Console, this person could genuinely become a customer, and neither existing page properly answers this specific search. The made-up search volume is modest, but that doesn't make a closely related buyer any less worth having. **The page situation:** The search lands on a broader page that can't fully answer this specific need. **What I can actually offer:** A dedicated car-dealer PPC resource with a proper next step. **Where they should land:** None of the existing pages is a good fit in this example. **What they should be able to do there:** Work this out in the page brief before writing it. **Can the click make financial sense?** What we could pay per click is a separate question. Building the page is justified by who's searching, how many, whether anything else already answers it, and whether there's room in the results, not by CPC alone. What I know, and what I am still assuming: - **What the data really showed:** the exact query phrase appeared in PPC.io Search Console - **My judgement:** this audience could genuinely become customers - **My judgement:** checking the existing pages found no good fit - **Assumption used for this example:** every number attached to this real search phrase is made up for teaching - **External estimate:** a made-up UK source checked 31 July 2026 puts this at 90 to 140 searches a month - **Made-up example:** a pretend snapshot of Google's results on 31 July 2026 shows six guides, two service pages, and two discussions in the top ten **The existing pages I checked before deciding to build:** - https://example.test/guides/google-ads-management - general operating guide - https://example.test/services/ppc-management - service decision page **What that page check tells me:** Create a new dealership PPC guide. Neither existing page properly answers this search. **What would make the new page worth reading:** A dealership budget-allocation worksheet plus a vehicle-feed and lead-quality checklist, with worked-out lead economics for dealer groups. **How it connects to the business:** Download the dealership worksheet, then request a dealership account review. ### Numbers behind this example > The search phrase is real. Everything else below is made up to show the page decision. These are not PPC.io figures, pages, or search results. - **Demand:** Exact search phrase seen in PPC.io Search Console; made-up UK estimate of 90 to 140 monthly searches, checked 2026-07-31. - **What the example search results looked like:** Fictional snapshot from 2026-07-31: six guides, two service pages, and two discussions in the top ten results; video showed up in three results; no AI Overview seen. - **Starting point:** Made-up pre-publish window 2026-06-08 to 2026-08-02: the broad guide picks up this search but no dedicated page exists yet. - **Planned live date:** 2026-08-03. - **Fair comparison window:** 2026-08-03 to 2026-09-27. - **First honest read:** 2026-09-28. ### What happens next Create the example dealership guide with the worksheet and lead-quality checklist described below. Compare it against the starting point on 28 September 2026. **What I expect to happen:** The new page earns relevant dealership impressions without stealing the broad guide's general-management searches. **The result that would prove the idea wrong:** The new and broad pages just swap visibility on the same searches, or the new page earns no relevant impressions by the end of the comparison window. ### What would change my mind If one of the existing pages really should answer the dealership search, improve or merge that page instead of building a new one. --- ## 4. `high paying adsense keywords`: Ignore ### Who searched A publisher looking for topics that earn more AdSense revenue. They wanted ideas for making more money from ads on their site. I would not treat this person as a plausible customer in this example. ### What I would do **Ignore.** Leave this search out of the current pass so it cannot distract from the profitable offer. In this example, I have enough information to make the call. ### Why AdSense publishers and Google Ads buyers are different people entirely. The word 'ads' makes the search look relevant, but PPC.io has nothing useful to sell this person. A big volume number doesn't change that. **The page situation:** The site shows up for a search meant for a completely different kind of customer. **What I can actually offer:** Nothing that actually helps this person's job. **Where they should land:** A Google Ads page would look relevant on paper, but not to the person reading it. **What they should be able to do there:** Not applicable. **Can the click make financial sense?** A big impression count or CPC number can't fix the wrong audience. What I know, and what I am still assuming: - **What the data really showed:** the exact query phrase appeared in PPC.io Search Console - **My judgement:** this searcher isn't who we're trying to reach - **Not needed:** no point pricing this out once the audience is wrong ### What happens next Drop this from the SEO and PPC shortlist. Note that it's the wrong customer so it doesn't come back up next time. ### What would change my mind Only a genuine offer built for publishers would change this. More impressions wouldn't. --- ## 5. `ppc.io`: Keep ### Who searched Someone deliberately searching for the brand by name. They wanted the official site, a known resource, or the product itself. I would treat this person as a plausible customer in this example. ### What I would do **Keep.** Protect the page and the demand it already owns. In this example, I have enough information to make the call. ### Why This is demand the site already owns for free. The main job is to protect the right page and not mess with something that's already working. **The page situation:** This search already reaches the right page for free. **What I can actually offer:** The official PPC.io site. **Where they should land:** The brand's own page. **What they should be able to do there:** Whatever that page's usual main action is. **Can the click make financial sense?** Don't assume a paid click on your own brand name wins you a customer you'd have gotten anyway. If that matters, measure paid and organic overlap separately. What I know, and what I am still assuming: - **What the data really showed:** the exact query phrase appeared in PPC.io Search Console - **Assumption used for this example:** the made-up page situation says the brand search reaches the intended site - **Judgement for this example:** given that assumption, the destination is correct - **Still unknown until it is tested:** whether a paid click on the brand name is actually worth anything extra ### What happens next Protect the page, its links, and its ranking. If you're also running ads on your own brand name, test properly before assuming those paid clicks are extra customers you wouldn't have got for free. ### What would change my mind If the brand search starts reaching the wrong page, or the main next step breaks, switch this to Fix. Also check whether a paid brand click actually wins a customer you wouldn't have got for free anyway. --- ## The pattern to borrow For your own search, tell the same short story: 1. Who searched, and what were they trying to do? 2. Are they somebody the profitable offer can genuinely help? 3. What useful page and next action can you give them? 4. What would you do: Keep, Fix, Build, Test PPC, or Ignore? 5. What happens next? 6. What result would change your mind? A missing figure remains Unknown, Not requested, Unavailable, or Not applicable. It never becomes zero merely to complete the template. Pack method version `1.2.0`.