If your paid search campaigns feel bloated, expensive, and harder to optimise over time, there’s a strong chance you’re holding onto something you shouldn’t be:
Underperforming keywords.
Many advertisers keep adding keywords but rarely remove them. Over time, this creates a silent problem:
More keywords
More impressions
More clicks
But not more conversions
And that leads us to one of the most powerful optimisation habits you can adopt:
Regularly pause or remove keywords that do not convert.
This single change can dramatically reduce wasted spend, improve click quality, and increase your return on investment—often faster than adding new keywords ever could.
Let’s break it down.
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The Problem: Too Many Keywords, Not Enough Results
When campaigns grow, keyword lists expand.
At first, this seems like progress.
But over time, many of those keywords:
Stop performing
Never convert
Attract low-quality traffic
And yet, they continue to:
Consume budget
Generate clicks
Lower overall efficiency
The result?
Your campaign becomes cluttered and inefficient.
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The One Tip: Ruthlessly Remove Non-Performing Keywords
Instead of constantly adding more, your goal should be:
Identify keywords that are not delivering results—and pause or remove them.
This doesn’t just clean up your campaign.
It transforms it.
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Why This Single Change Improves ROI
You Eliminate Budget Drain
Every non-performing keyword is:
Taking clicks
Consuming budget
Delivering no value
Removing them instantly improves efficiency.
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You Improve Overall Conversion Rates
When low-quality traffic is removed:
Your average conversion rate increases
Your data becomes cleaner
Your campaign performs better
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You Focus on What Actually Works
By removing underperformers, you:
Highlight top-performing keywords
Allocate more budget to them
Amplify success
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You Simplify Optimisation
Fewer, better keywords mean:
Easier management
Clearer insights
Faster decision-making
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How to Identify Keywords That Should Be Removed
This is where most advertisers hesitate.
But the process is straightforward.
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Step 1: Look at Conversion Data
Focus on keywords that:
Have high spend
Have zero or very low conversions
Show poor engagement
These are your primary candidates.
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Step 2: Consider Click Volume
A keyword with:
Many clicks
No conversions
Is likely wasting budget.
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Step 3: Evaluate Intent
Ask yourself:
Does this keyword reflect buying intent?
Is it too broad or vague?
Does it attract the wrong audience?
If the intent is weak, the performance will be too.
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Step 4: Give It Enough Data
Don’t remove keywords too quickly.
Make sure:
There’s enough data to make a decision
Performance trends are consistent
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How to Prune Keywords Effectively
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Step 1: Pause Before Deleting
Start by pausing underperforming keywords.
This allows you to:
Monitor impact
Re-enable if needed
Test alternatives
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Step 2: Reallocate Budget
Once keywords are paused:
Budget is freed up
High-performing keywords get more exposure
Results improve
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Step 3: Replace with Better Alternatives
Use your data to:
Identify stronger keywords
Focus on high-intent variations
Refine your targeting
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Step 4: Repeat Regularly
Keyword pruning is not a one-time task.
Make it a habit to:
Review performance weekly or monthly
Remove underperformers
Keep your campaign lean
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Real-World Example
Let’s say your campaign has 50 keywords.
After reviewing data, you find:
10 keywords generate most conversions
20 perform moderately
20 generate clicks but no conversions
By pruning:
You remove the bottom 20
Budget shifts to top performers
Conversion rate increases
Cost per conversion decreases
Same campaign. Better focus.
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Common Mistakes to Avoid
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Keeping Keywords “Just in Case”
If a keyword isn’t performing, it’s costing you money.
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Removing Too Quickly
Give keywords enough time and data before making decisions.
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Focusing Only on Clicks
Clicks don’t equal value.
Conversions do.
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Ignoring Search Intent
Even high-traffic keywords can be low-quality if intent is weak.
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Advanced Insight: Less Is More
The best-performing campaigns are often:
Smaller
More focused
More intentional
They prioritise:
Quality over quantity
Precision over reach
Results over activity
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The Psychology Behind It
More options don’t always lead to better results.
In fact, too many options can:
Dilute focus
Reduce effectiveness
Increase inefficiency
By narrowing your keyword list, you:
Clarify your targeting
Strengthen your message
Improve performance
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Final Takeaway
If your campaigns feel bloated or inefficient, don’t rush to add more keywords.
Start removing them.
By pruning underperforming keywords, you can:
Reduce wasted spend
Improve conversion rates
Focus on what works
Maximise return on investment
It’s one of the simplest habits you can build—and one of the most powerful.
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Frequently Asked Questions
What is keyword pruning?
It’s the process of removing or pausing keywords that don’t perform well.
How do I know if a keyword is underperforming?
Look for high spend with low or no conversions.
Should I delete or pause keywords?
Start by pausing them so you can test the impact.
How often should I review keywords?
At least once a month, or more frequently for active campaigns.
Can removing keywords improve performance?
Yes, by eliminating waste and focusing on high-performing terms.
What if a keyword performs later?
That’s why pausing is recommended before permanent removal.
Does this work for small budgets?
Absolutely. It helps maximise every dollar spent.
What’s the biggest mistake to avoid?
Keeping non-performing keywords active for too long.
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