The Challenge: Ads Running, Results Missing
Running Google Ads without a solid keyword foundation is one of the most common — and costly — mistakes a local business can make. For this pizza business in Rastatt, Germany, that was exactly the situation. Campaigns were live, budget was being spent, but the traffic arriving was unfocused and conversions were falling short of expectations.
The core problem was structural. There was no clear segmentation between different search intents, no negative keyword filtering, and no coherent grouping of terms that would allow the platform's algorithm to work efficiently. Add to that an ambition to expand reach beyond the local area, and the gap between where they were and where they needed to be became the challenge worth solving.
Our Approach: Research First, Structure Always
Helion360 approached this as a keyword architecture project, not just a list-building exercise. We started by mapping the full landscape of relevant search terms for a local pizza business — covering delivery queries, dine-in intent, location-specific phrases, and competitive brand terms — in both German and English to reflect how the local audience actually searches.
From there, we built a tiered keyword structure: tightly themed ad groups organized by intent, a clean negative keyword list to protect budget from irrelevant clicks, and a secondary keyword layer targeting regional and national demand to support the client's growth plans. Our keyword analysis process ensured every term had a clear purpose within the campaign architecture.
What the Work Delivered
The output was a campaign-ready keyword framework that the business could deploy immediately. The ad group structure was organized, intent-matched, and built to support a healthy Quality Score — which directly affects cost-per-click and ad placement.
The research also uncovered high-intent local terms that had been overlooked entirely — phrases with real purchasing signals and minimal competition in the Rastatt market. Rather than building on assumptions grounded in verified search data, the client now had a strategy that worked. The architecture was also designed to scale, meaning the expansion into broader markets would not require starting over from scratch.
Working With Helion360
If your paid search campaigns are spending budget without delivering results, the issue is often the foundation — not the ad copy. Helion360 works with businesses to build keyword strategies that are structured, intentional, and built around how real customers search. If you're facing a similar challenge, we're ready to help you get it right.