When it comes to running Google Ads campaigns, especially for B2B or niche markets, many businesses hit a frustrating wall: Google reports that their target keywords have “insufficient traffic.” This is a common issue when you’re targeting specialized products, services, or industries where not many people are searching using your specific terms. But those are the people you want to reach, so what to do?
But here’s the thing: people may not be searching for your product by name or function because they don’t know it exists yet, they’re searching for the problem they’re trying to solve. That’s where your opportunity lies.
Why “Insufficient Traffic” with Google Ads Campaigns Happens
Google Ads relies on a large enough volume of searches to trigger your ad impressions. If your exact keyword or phrase doesn’t meet that threshold, your ad won’t be served consistently, if at all. We see this often happening in B2B industries, technical fields, or emerging product categories.
Example:
Let’s say you offer a specialized network monitoring service for industrial facilities. Chances are, very few people are searching for “industrial-grade AI network monitoring system.” But they are searching for things like:
- “why does my factory network keep going down”
- “remote facility network connection problems”
- “preventing downtime in manufacturing systems”
These are problem-based searches, and they give you a broader, higher-traffic way to reach the people who need your solution, without relying on niche keyword phrases that Google flags as too low-volume.
Think of It as a “Bank Shot”
In pool, a bank shot bounces the ball off the wall to reach its target. The same applies here: instead of targeting your product or service directly, target the problems it solves. Your prospects may not know your solution exists, but they do know the pain points they’re trying to fix.
This strategy helps you intercept customers earlier in their decision-making process, when they’re searching for help, guidance, or answers. And this gives your ad the chance to say:
“We can solve this exact problem. Learn how.”
How to Implement Problem-Based Google Ads Targeting
- Start With Common Pain Points. Brainstorm or research the biggest challenges your ideal potential customers face. What are they frustrated with? What costs them time or money? What do they complain about?
- Use Google’s Keyword Planner for Idea Expansion. Plug in those problem-based phrases and see what similar queries come up. Look for commonalities, question formats (e.g., “how to address…”).
- Keyword Targeting . When targeting these ‘long tail’ problem-focused keywords, it may be good to start with ‘phrase’ or ‘exact’ targeting rather than ‘broad.’ Broad match targeting may get you quite a bit of traffic that you do not want, so start with some tighter targeting, see how that works, and if you aren’t getting the traffic, you may want to test some broad match targeting, perhaps as an experiment.
- Write Ads That Speak to the Problem First. Your headline and ad copy should reflect the searcher’s issue. For example: “Tired of Network Downtime? We Fix the Root Cause.”
Stop Losing Customers to Slow Internet – Discover a Better Solution.” - Create Landing Pages for Your Ads That Continue the Conversation. Don’t just land them on a generic product page. Reassure them that you understand the problem and offer a clear, actionable solution, ideally as a headline on the page. The landing page for your ads should have resourceful content, not just a sales pitch.
- Refine and Expand. Use performance data from yoru campaigns to identify which problem-based keywords bring in the best engagement or conversions, and continue expanding your list based on those insights.
Why This Can Work for Your Google Ads Campaign
- Higher traffic volume than niche product/service keywords
- More top-of-funnel visibility with prospects who are actively experiencing pain points
- Positioning your brand as a helpful guide, not just another product push
- Improved campaign performance and ROI by leveraging more relevant and cost-effective keywords
Looking to Improve Your Google Ads for Niche Terms & Audiences? Let’s Talk
Don’t let low keyword traffic limit your Google Ads strategy. Instead, meet your audience where they are, searching for solutions to their problems. By reframing your campaign around the pain points your ideal customer is trying to solve, you’ll broaden your keyword reach, generate more qualified leads, and position your offering as the answer they’ve been looking for, thus beginning the conversation.
Need help building a smarter Google Ads campaign that attracts leads even in niche industries? Let’s talk. Gazz Digital specializes in helping businesses reach the right audience with the right message, no matter how specific your market is.
