Should You Run Google Ads for Two-Word Keywords?

Two-word keywords—like online courses or travel guide—often don’t deliver strong results.

Why is that?

• The search intent behind these queries is often too broad.
• Users may not have a clear buying intent at that moment.

So, should you avoid targeting two-word searches entirely? My main recommendation: don't rule them out automatically—instead, evaluate their actual performance in your campaigns.

Real Examples from My Campaigns

I’ve seen both extremes in my own account:

One two-word search query had a ROAS of just 0.89.

Another similar two-word query reached a ROAS of 9.60.

Both examples came from shopping ad campaigns, proving that two-word searches can sometimes perform very well.

My Approach

I usually avoid targeting two-word keywords directly in search ads because:

• They often convert poorly.
• CPCs are relatively high.

Exceptions exist, of course. Standard Shopping ads and Performance Max campaigns automatically show up for these two-word queries, so you can’t fully avoid them.

What Works

The key is to regularly review your search query report.

• Identify high-traffic two-word queries.
• Evaluate which ones convert and which don’t.
• Use these insights to decide whether to add certain queries as negative keywords.

As you do this, keep in mind: you need enough data to make informed decisions.

• There may be some wasted spend initially, but spotting underperforming two-word queries early helps cut losses.

Patterns I’ve Noticed

From my campaigns:

• When competition is high and my product isn’t strong enough → two-word queries usually perform poorly.
• When competition is moderate and my product has decent appeal → some two-word queries can convert surprisingly well.

Of course, results vary by industry and product, so these patterns aren’t universal.

Practical Takeaways

If you’re unsure about targeting two-word keywords:

1. Pull a list of two-word queries with the most clicks.
2. Analyze which ones actually convert.
3. Look for patterns and adjust your negative keywords accordingly.

Actively manage your two-word search queries: review, analyze, and adjust your keywords regularly. Take charge of this process to maximize your budget’s impact and capture opportunities that others may overlook.