Why your Google Ads fail to convert? 5 natural language search trends you're missing
In 2025, Google search is undergoing a silent revolution. When we look at the latest data, we find that the search query length of more than three-quarters of product and service categories has increased compared to last year. The English search volume for "Japanese train tickets" in the Japanese market has soared by 190%, "Shinkansen" has grown by 40%, and contextual queries such as "today's air pressure" have also increased significantly by 15%. This is not only a digital change, but also reveals a fundamental change in consumer behavior - people are abandoning the traditional "keyword + space" mechanical search and using more natural and more colloquial expressions. This "difficult to quantify trend" itself has become the most noteworthy digital marketing phenomenon in 2024. In this wave of change, the role of Google Ads has also evolved from a simple traffic acquisition tool to an intelligent bridge to understand the true intentions of consumers. This article will deeply analyze the latest trends in Google Ads in 2024, from the rise of natural language search to three major user psychological insights, and combined with the successful cases of multinational companies such as Jelonis and Travelstart, to reveal to you how to seize the initiative in this search revolution. Whether you are a novice in digital marketing or a senior practitioner seeking breakthroughs, these practical insights will help you create a more competitive advertising strategy.
I. Overview of Google Ads Trends in 2024
1. The rise of natural language search
Over the past five years, Google Ads behavior has shown a significant shift towards colloquialism. Searches related to "like" increased by 95%, "suitable" increased by 50%, and emotional expressions such as "feeling like" also increased by 35%. This shift not only reflects changes in language habits, but also represents users' expectations that search engines can understand their needs like human conversations. The data from the Japanese market is particularly obvious. The proportion of tourists visiting Japan using complete sentences to search for traffic information has reached a record high, indicating that international users also tend to express complex needs in natural language. This shift means that traditional keyword strategies must be upgraded for advertisers to capture these longer and more contextual search intentions.
2. Personalization and colloquialism of search behavior
In-depth analysis of search data shows that users are no longer satisfied with general answers, but are pursuing highly personalized solutions. Taking health-related searches as an example, queries that combine environmental factors and personal conditions, such as "How does today's air pressure affect migraines", have increased significantly. Behind this shift is the advancement of AI technology, which enables search engines to parse more complex semantic relationships. For advertisers, this means that audience targeting needs to be more sophisticated, and advertising copy needs to shift from functional descriptions to situational solutions. It is worth noting that this colloquial trend crosses cultural boundaries and is similar in the 16 markets we analyzed.
II. The impact of natural language search on advertising strategies
1. The importance of long-tail keywords has increased
As search queries become longer and more diverse, the strategic value of long-tail keywords has increased significantly. Data shows that more than 65% of search traffic now comes from non-traditional long-tail phrases. Taking the tourism industry as an example, queries such as "Best flight time from Johannesburg to Cape Town" have a conversion rate three times higher than short words such as "cheap flights". This requires advertisers to rethink their keyword strategies and shift from pursuing large exposures to accurately matching users' specific needs. In practice, this means expanding the keyword library and using AI tools to continuously discover new long-tail keyword opportunities. When expanding overseas markets, Jelonis built a localized long-tail word library specifically for the language habits of different regions, successfully improving the efficiency of acquiring new customers.
2. Advertisement application of emotional search terms
The rise of emotional search terms has opened up new avenues for brand marketing. Analysis shows that advertising copy containing emotional words such as "like" and "love" has an average click-through rate of 27%. In its latest advertising campaign, Turkish Airlines cleverly used emotional messages such as "Fall in love with exotic skies" and paired them with personalized destination images generated by AI to increase conversion rates by 60%. In practice, this requires the creative team to work more closely with data analysts to extract emotional elements from search terms and transform them into warm advertising content. It is worth noting that emotional strategies require cultural sensitivity, and the same emotional word may trigger completely different reactions in different markets.
III. Analysis of cross-industry success cases
1. Jelonis: Data thinking transformation from physical to e-commerce
The transformation story of Jelonis is a perfect example of the power of data thinking. After closing 1,400 physical channels in Taiwan and switching to e-commerce in 2015, its total revenue soared 10 times. Key success factors include: fully automated bidding strategy stabilizes ROAS; data-driven content strategy breaks through the red ocean of beauty products; organizational reorganization releases the potential of data and creative teams. It is particularly noteworthy that Jealousy upgraded Google Ads from an auxiliary tool to a core operating system. This change of mindset brought amazing results - the revenue in the first year of digitalization was 3.77 times that of the previous year. Its overseas expansion also replicated this data-first model, adjusted for local language and culture, and increased new customers by 10 times.
2. Travelstart: Value-oriented travel advertising strategy
Travelstart's strategic shift from "quantity" to "value" has set a new benchmark for performance marketing. The company changed its bidding strategy from TCPA to ROAS-oriented, using the AI function of Search Ads 360, combined with flight data and search trends, to achieve a 50% increase in revenue per booking and a 27% year-on-year increase in overall revenue. The core innovations are: real-time adjustment of ads to reflect changes in flight supply and search popularity; precise positioning of high-demand periods for specific routes; and use of Floodlight tags to capture full conversion value. This case proves that in an era of data overload, focusing on value indicators that truly affect the business can improve efficiency.
3. Turkish Airlines: AI-driven multi-channel integration
Turkish Airlines uses Google Ads "Power Pair" strategy to demonstrate the potential of AI in cross-channel advertising. The company integrates multiple channels such as search, display ads, and Discover, and uses AI to automate advertising management and optimization to achieve a 60% increase in conversion rate. Key elements include: personalized messages based on first-party data; AI-driven creative optimization; and unified measurement of cross-channel results. Of particular note is the performance of its "best-performing" campaign, which proves that AI can not only improve efficiency, but also discover cross-channel synergies that may be overlooked by the human eye. This case provides a blueprint for how large companies can navigate the complex digital advertising ecosystem.
IV. Topkee's Google Ads solution
Topkee provides one-stop online advertising services for enterprises. Regardless of the size of the enterprise, it can improve potential customer development and sales conversion rates through professional advertising strategies. The solution covers a complete service chain from pre-evaluation to post-optimization. First, through comprehensive website evaluation and analysis, the latest scoring tools are used to diagnose SEO problems and provide specific improvement suggestions to improve search rankings. At the same time, the SEO structure of the website content is optimized to ensure that valuable information is provided to searchers, thereby increasing exposure and conversion rates. On the technical level, Topkee uses TTO tools to achieve centralized management of multiple accounts, which can simultaneously process account opening applications, budget allocations and permission settings, and achieve accurate data tracking through tag ID association. Its conversion event automation setting function can synchronize key conversion goals to the advertising background with one click, greatly improving the efficiency of delivery.
In response to advertising tracking needs, the TM tool developed by Topkee is more flexible than traditional UTM. It can customize tracking rules based on multiple dimensions such as advertising sources, media types, and activity names, and generate exclusive links with TMIDs, so that enterprises can accurately grasp the marketing effectiveness of each channel. In the strategic planning stage, the team will conduct in-depth market analysis based on the characteristics of the enterprise, produce customized marketing theme proposals, and through competitor research and keyword expansion technology, combined with smart bidding strategies and broad matching functions, ensure that the advertisements accurately reach the target audience. In terms of creative production, AI technology is integrated to generate copywriting and visual materials, and the professional design team optimizes the presentation format to enhance the attractiveness of the advertisement.
Remarketing strategy is the core advantage of Topkee's solution. Through the TTO system to analyze user behavior data, identify high conversion potential groups and perform precise grouping, and design personalized remarketing content for users at different interaction stages. Data shows that this strategy can increase the purchase intention of users who click on the advertisement by more than 70%. The performance tracking part provides multi-dimensional analysis reports, including key indicators such as advertising performance, conversion rate and return on investment, and proposes data-driven improvement solutions from aspects such as budget allocation, click optimization, and conversion cost to help companies dynamically adjust their delivery strategies. Overall, Topkee's Google Ads solution helps customers maximize data application in each marketing link and continuously optimize the benefits of advertising investment through systematic tools and strategic planning.
Conclusion:
The search revolution in 2025 is both a challenge and an opportunity. From Jelonis' 10-fold revenue growth to Turkish Airlines' 60% conversion rate increase, leading companies have proven the powerful potential of natural language search and AI-driven advertising. Whether you are just starting to explore Google Ads or looking to upgrade your strategy, now is the critical moment to take action. We recommend starting from three major directions: comprehensively review keyword strategies, embrace long-tail and natural language searches; evaluate the introduction path of automated bidding and AI tools; and strengthen the organization's data-driven culture. Professional consultants in the field of digital advertising can help you tailor a transformation plan to seize the unlimited business opportunities of this search revolution.
