Own the search term competitors forgot

When to use it

You have a budget, a landing page that converts, and buyers who search with clear intent.

Steps

1. Search your buyer’s high-intent phrases (“[competitor] alternative”, “[category] for [buyer]”) and note which have no ads.
2. Start one campaign with five exact-match terms and a small daily cap.
3. Send each to the most specific page you have (comparison or answer page).
4. Check search terms weekly; cut anything without signups after two weeks.

Headline: [Competitor] alternative for [buyer]
Description: [Main difference]. [Price]. Set up in [time].
Landing: [comparison page]

How to know it worked

Cost per signup and per paying customer versus your price.

Common mistakes

• Broad match terms burn the budget.
• Ads to a homepage instead of a specific page.