Companies talk about their products with technical or internal terms, and customers search with their own words. The gap between the two languages costs clicks, quality and sales. Bringing keywords, ads and pages closer to the customer’s real language is one of the most profitable jobs in PPC.
The essentials in a definition
Customer language and company language rarely coincide: the company uses technical terms, and the customer describes the problem in their own words. Aligning keywords and pages with customer language raises relevance and conversion. Sources are searches, customer support, reviews and conversations, per best practices on keywords, helpful content and studies such as those from Think with Google.
Two languages
The company says “document management solution”; the customer searches “how to organise company paperwork”. The company says “premium plan”; the customer talks of “the most complete”. Catalogue terms, acronyms and internal jargon rarely match searches.
Whoever writes from the internal perspective loses those who search with common words.
How to discover the real language
Read search terms, support questions, customer messages, reviews, comments and forums. See how customers describe the problem and what they look for. Ask sales which words customers use. Use on-site search and planning tools.
Record exact expressions in a document.
Bringing the company closer to customer language
- Collect real customer expressions
- Create a customer glossary
- Apply in ads and pages
- Measure CTR, quality and conversion
Applying in ads and pages
Use these expressions in headlines, descriptions, keywords and pages. Explain the technical term when necessary, but start with the customer’s word. Create pages by problem (“how to…”) and not just by product. Adapt the tone too: simple, direct, no jargon.
Keep accuracy: simplifying is not distorting.
The customer searches with their own words, not with those of your catalogue.
Measure and maintain
Compare CTR, quality and conversion before and after adapting. Test messages in customer language and in technical language. Update regularly: language changes. Share the customer glossary with the whole team and with agencies.
Include the voice of the customer in the brief for any new campaign.
Decision table
| Source | What it reveals | Use |
|---|---|---|
| Search-terms report | How they search | New keywords and ads |
| Support and sales | Real questions and expressions | Headlines, FAQ and answers |
| Reviews and comments | How they describe the experience | Social proof and language |
| Site internal search | What they cannot find | Pages, names and synonyms |
Common mistakes to avoid
- Using only internal terms. The customer does not search for your product name.
- Copying competitors’ jargon. Validate with real searches.
- Not updating. Language evolves; review periodically.
How to measure the result
Compare click-through rate and conversion before and after adopting customer language and track the new terms bringing traffic.
Limits and exceptions
Language varies by segment, region and tongue, and an expression can have different meanings. Popular terms can be heavily contested and expensive. Validate with real data, keep technical precision where needed and adapt by audience, without sacrificing clarity or truth.
Illustrative example
Illustrative example: a software company calls its product “asset management”, but customers search for “equipment control” and “computer inventory”. It adds these terms to ads and pages, and creates a glossary linking the terms. Relevant impressions and conversion rise.
In practice: checkpoints
Interview customers and read support messages to collect the words they use. Compare them with your keywords and page titles, update copy where the gap is large, and test pages that speak in the customer’s language.
Frequently asked questions
Should I abandon technical terms?
No, but start with the customer’s word and explain the technical term.
Where do I find customer language?
In search terms, support, reviews and sales conversations.
How do I validate the change?
With A/B tests between customer language and technical language.
How do I discover customer language?
With term reports, conversations, support, reviews and internal searches.
Should I abandon technical terms?
No; use both, explaining technical ones and linking them to customer expressions.
Use in ads and pages the words customers use, gathered from searches, support, reviews and conversations, and link them to the company’s technical terms.
Sources and recommended reading
- Google Ads Help: building a keyword list
- Google Search Central: helpful, reliable, people-first content
- Think with Google
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.