# The fire escape

Months of Google Ads targeting 'external steel staircases'. Customers were searching for fire escapes.

A client was spending heavily on Google Ads targeting "external steel staircases." Low traffic. High cost. Months of effort.

I asked what customers actually use these for.

"Fire escapes."

The entire campaign had been targeting what the industry calls the product. Not what customers type into Google when they need one.

We changed the keywords. Everything else stayed the same.

Sometimes the strategy problem is just a vocabulary problem.