Thanks @Vlad Iakimov and @Stephen Gache for your advice. Isn't there a chance that a broad match negative keyword will block search terms that I need? Is there a way to check which search terms are blocked? @Stephen Gache Regarding seperate landing pages for different ads. Do you mean: 1. having different versions of the home page or 2. having different sub-pages that are service specific and linking relevant ads to these? At them moment I've spend £53 and got 2 client appointments booked. I'm offering a reduced rate at the moment of £25 per 1hr appointment. This will soon increase to £50 per 60 mins. If the clients rebook I will see them weekly for 6 sessions then monthly. Some of the keywords/ads have quite a high click through rate, some are performing quite poorly. I have two ad groups: 'Brighton' and 'Deep Tissue Massage'. The Deep Tissue Massage one has an ad with specific relevant wording and links to my home page and contact page. The home page mentions deep tissue massage. The contact page doesn't, but the link is in a 'Contact' asset. Home page: https://bendaviesmassage.co.uk/ Contact page: https://bendaviesmassage.co.uk/contact/ In the 'Brighton' ad group there is a keyword 'massage brighton' that is peforming really badly with 75 impressions and 3 clicks. I've searched google for this term and it seems to be high intent, with organic results mostly links to massage therapists and spas offering massage. How can I go about problem solving this keywords performance? Is it related to high competition for this search term?