Non-brand search cleanup for a supplements account

What was getting in the way

High CPCs, weak match-type discipline, and no meaningful negative-keyword process had pushed non-brand campaigns into an expensive pattern of low-intent traffic.

What changed in the account

1. 01

   Ran n-gram analysis across historical query data to identify repeated waste themes

2. 02

   Pushed high-priority negatives by spend-to-conversion ratio instead of by intuition

3. 03

   Restructured ad groups around cleaner intent tiers

4. 04

   Reduced broad match exposure where query quality was consistently weak

5. 05

   Established an ongoing query-governance process rather than treating cleanup as a one-time fix

A healthier account after the initial win

The goal was not only the headline metric. The work made the account easier to read, easier to control, and easier for a marketing team to trust.