Map the question behind the query
Group searches by the buyer’s problem, solution research, comparison need and readiness to act.
DIGMA guide
A Google ads foundation for capturing intent with more clarity.
Understand how buyer questions, campaign structure, ad relevance and landing pages fit together in a practical paid-search system.
The decision this page supports
Decide what you can check yourself and what needs a more focused plan.
01
Map the question behind the query
02
Align copy and landing pages
03
Review quality signals
The problem to solve
What is getting in the way today?
Search advertising can look straightforward until a team sees mixed search intent, rising costs and landing pages that do not answer the specific question behind the click.
This guide helps teams organise Google ads around the buyer’s intent. The goal is not to chase every possible keyword, but to build a structure that makes the commercial opportunity and learning path clearer.
Use this guide to understand the issue, check your current setup and choose a sensible next step.
Use this guide as a checklist
Check the basics before you add more activity.
Work through these questions with your current pages, campaigns or tools. The aim is a clearer view of what needs fixing first.
Align copy and landing pages
Continue the search promise with a page that provides the relevant context, not a generic destination.
Review quality signals
Look beyond clicks to the signals that help the team understand inquiry relevance and next steps.
What is included
What this guide helps you do
These are the practical areas that can be shaped around your current situation.
01
Map the question behind the query
Group searches by the buyer’s problem, solution research, comparison need and readiness to act.
02
Align copy and landing pages
Continue the search promise with a page that provides the relevant context, not a generic destination.
03
Review quality signals
Look beyond clicks to the signals that help the team understand inquiry relevance and next steps.
How the work moves
A simple process, built around your real situation.
The exact scope may change, but the sequence makes it clear what happens first, what gets built and how the next decision is made.
01
Understand the question
Use the guide to define the problem before searching for a tool or tactic.
02
Work through the checklist
Use the practical steps to review your current situation and identify the gaps.
03
Choose your next step
Decide what your team can do now and when expert support would be useful.
What you will leave with
Clear work your team can use.
You should leave with a plan, practical assets and a clear next action—not a report that sits unread.
Map the question behind the query
Align copy and landing pages
Review quality signals
When this is a good fit
Use this guide when
Teams launching paid search
Businesses restructuring an existing Google ads account
Service providers with high-intent search questions
Common questions
The detail that helps a project begin well.
Every business context is different. These answers explain how DIGMA approaches the questions that commonly come first.
How do we choose keywords?+
Begin with the buyer questions and service context that make commercial sense, then organise terms by intent and page relevance.
Question 1Do we need a landing page for every campaign?+
Not always, but pages should be focused enough to answer the intent behind the campaign without creating a fragmented site.
Question 2Can Google ads support SEO?+
Search campaigns can reveal language and page questions that inform a longer-term content and SEO strategy.
Question 3Keep exploring
Related answers for your next question.
Use these pages to move from this service into the next part of the customer, website or operating journey.
Ready to talk it through?