A relevant click is a click from someone who wants what you sell and is willing to pay for it. That's different from a cheap click or a lot of clicks.
1. Choose keywords where most people typing them would want what you offer
A keyword is a word or phrase you tell Google you want to advertise on. For each one, ask: out of everyone who might type this into Google, what share would want what I sell? Aim for 80 to 90 per cent.
A workplace first aid trainer should bid on "workplace first aid training", not "first aid training". Most people searching the second might not be thinking about workplaces.
Use exact match, the strictest match type, so you choose which searches trigger your ads instead of leaving it to Google.
2. Write ads that attract the right people and deter the wrong ones
Your ad should say exactly what you do, even if the searcher didn't type it. If your keyword is "first aid training" but you only sell to workplaces, put "Workplace First Aid Training" in headline 1. People who want something else see that and don't click. People who do want it see exactly what they need, and are more likely to click than if the ad had just said "First Aid Training".
Put a call to action in headline 2, such as "Get Your Quote Now". People who only wanted information don't click it. People who are ready to enquire do.
Use the descriptions to explain the service in more detail, and to add trust signals such as a rating, as long as they're true.
3. Block the searches you don't want
Add irrelevant searches as negative keywords, which tell Google never to show your ad for them. Start with your search terms report, which shows what people actually typed before clicking. Sort it by cost and read down the list.
4. Judge it by enquiries, not clicks
The real test of whether your clicks are relevant is whether they turn into enquiries, not how many you get or how cheap they are. That means making sure your conversion tracking works.
If your enquiries are expensive and you don't want to wait around to see whether each keyword works, add engagement conversions: smaller actions, like scrolling to the bottom of a page or clicking a button, that show someone is interested before they enquire.
The short version
Choose specific exact match keywords, write ads that say exactly what you do and ask for action, block the searches you don't want, and check it by enquiries.
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