380% ROAS in Home Improvement: Why I Cut Half the Keywords Before Adding Any Budget

The account was buying traffic from people who were researching, not buying. Here's how I separated the two, and what removing the wrong clicks did to the return.

Why does my Google Ads account get clicks but no conversions?

Most often because the traffic is informational rather than transactional. Research queries cost the same as buying queries but convert at a fraction of the rate. Segment your search terms by intent stage before assuming the landing page is at fault.

Should I remove keywords to improve ROAS?

Frequently, yes. Concentrating budget on commercial-intent terms and excluding research queries usually raises return even though impressions and clicks fall. Click volume isn't the objective.

Will my cost per click rise if I focus on high-intent keywords?

It can, because commercial terms are more competitive, but not always. In this account CPC held at $1.53 after the restructure, because tighter ad relevance and better landing page alignment improved quality signals enough to offset the competition.

How do I structure a Google Ads account by intent?

Separate campaigns for transactional, comparative and informational terms, each with its own budget. This prevents broad research terms from consuming budget that should be reaching buyers, and lets you write ad copy appropriate to each mindset.

What ROAS is realistic for home improvement e-commerce?

This account reached 380 percent after restructuring around intent. Achievable return depends on margin and average order value, but in categories with heavy research search volume, excluding the wrong traffic usually moves return more than bidding harder does.