Reframing Search
Turning Consideration Queries into Conversions
Paid search has long been seen as a bottom-funnel workhorse, great for mopping up intent and driving last-click conversions. But that view is out of date. In reality, search plays a decisive role much earlier, when people are comparing, evaluating, and looking for reassurance.
It’s time to reframe SEA as a mid-funnel superpower.
What people search for in the mid-funnel.
When users are in the consideration phase, they’re not ready to buy. They’re ready to think. They search to understand differences, validate claims, and de-risk a shortlist. That makes mid-funnel intent rich, specific, and measurable.
Orientation search queries: guide users with calm expertise
Orientation queries appear early in the buyer journey. These are the “how”, “why”, and “guide” type of searches, e.g., “how does X work”, “why use Y”, or “guide to choosing Z”. They indicate the user is aware of a problem or need, but hasn’t yet formed preferences. They're not comparing vendors or products yet, they're trying to understand the landscape.
This is your moment to educate, not sell. Offering non-biased, helpful, and clearly written guides, explainers, and videos positions your brand as an expert. Calm, confident content, free from jargon and pressure, creates a feeling of trust and authority. And importantly, it plants your brand in the user’s memory before they reach the decision stage.
Comparison search queries: win by being clear and specific
Comparison queries suggest that users are narrowing their options. Phrases like “X vs Y”, “best X for Y”, or “difference between A and B” reveal a more active evaluation mindset. These users are closer to decision, but they want help choosing wisely.
This is where specificity wins. Instead of vague promises, use facts, charts, and clear differentiators. Side-by-side comparisons, benchmarking tools, and use-case-driven content make your offer tangible. Highlight what makes your solution better in real-world terms; speed, compatibility, customer support, or performance. The more you help users feel smart and confident in their evaluation, the more likely they are to move forward with you.
Reassurance search queries: remove doubt with proof
Reassurance queries come right before commitment. These include “is X reliable”, “X reviews”, “certified X provider”, or “X data privacy”. Users at this stage are validating their final shortlist. They're looking for evidence they won't regret their choice.
Your job is to de-risk their decision. Show them independent test results, verified reviews, compliance certifications, service level guarantees, and real case studies. Address fears proactively; be it data security, customer support, durability, or legal guarantees. By offering robust proof, you calm last-minute doubts and accelerate confident conversions. This is especially vital in high-stakes or high-value purchases, where trust is everything.
Why you should structure SEA around mental modes, not keyword buckets
The traditional way of structuring paid search campaigns, splitting branded and generic keywords, might make sense for budget tracking, but it doesn’t mirror how people actually think. Users don’t divide their mental processes into 'branded' or 'non-branded'. They move through distinct psychological phases: getting oriented, comparing, and seeking reassurance.
By aligning your campaigns with these mental modes, you move beyond surface-level intent and start to address real decision-making behaviour. You create ads and landing experiences that feel natural and helpful, not salesy or misplaced. This alignment improves engagement, lowers bounce rates, and ultimately increases conversion efficiency down the funnel.
Orientation: educate, don’t sell
When someone is early in their journey, they don’t want to be sold to, they want to understand the landscape. Orientation campaigns should offer resources that help users make sense of the topic. Think 'how it works' pages, jargon-free explainer videos, and product category guides.
Use language that’s calm and supportive. Avoid urgency. Instead of pushing a product, become the helpful guide. When your brand is the one that helps them feel smart and informed, you earn the right to be considered further down the line.
Comparison: differentiate with facts
At this stage, users are evaluating their options. They’re actively weighing the pros and cons of different products or providers. Comparison campaigns should surface your key differentiators clearly and credibly.
Use structured formats: side-by-side charts, benchmarking tables, or visualised performance metrics. Include real-life use cases and testimonials that speak to specific scenarios. Your job here is to make it easy for a user to see why you’re the better fit, without making them dig for answers or decode buzzwords.
Reassurance: prove credibility
When users are at the point of needing reassurance, they’re emotionally invested but logically cautious. They want to believe, but they need a safety net. This is your chance to remove doubt.
Reassurance campaigns should put trust signals front and centre. Certifications, review counts, legal compliance, guarantees, SLAs, security standards, all of these help reduce risk perception. Don’t hide them in footers or FAQs. Use them in your RSA headlines, sitelinks, and hero sections of your landing pages.
The goal is to answer the unspoken question: "Can I trust you not to let me down?" If you do it well, you’ll not only earn the conversion, but long-term brand preference too.
| Mental Mode | User Intent | Best Ad Approach | Landing Page Focus |
|---|---|---|---|
| Orientation | Learn how or why | Calm, confident copy | Product guides, explainers |
| Comparison | Evaluate options | Head-to-head, facts-led copy | Feature tables, benchmarking tools |
| Reassurance | Reduce risk, check reliability | Proof points, credibility highlights | Reviews, legal docs, certifications |
Optimise RSA copy and landing pages by market: UK vs Germany
Cultural nuance matters in SEA. The UK and Germany may both be individualist, but their attitudes to risk and proof are not the same.
UK: confidence and clarity win
The UK market responds well to direct, benefit-led headlines and peer validation. Case studies and review snippets work well. Use faster CTAs like “Start now” or “Talk to an expert today.”
Germany: precision and security matter
German users prefer formal, precise language with structured proof. Highlight ISO certifications, warranties, privacy guarantees and SLA details. Replace urgency with clarity. CTAs like “Download technical dossier” feel more trustworthy.
RSA Example:
UK (Comparison): "X vs Y: See which performs better. Read verified user reviews."
DE (Reassurance): "Zertifizierter Anbieter. ISO 27001. Lesen Sie unabhängige Tests."
Why mid-funnel search needs different metrics
You can’t judge mid-funnel campaigns by last-click CPA. These users are not ready to buy yet, but they’re getting close. The goal is to build preference and move them forward.
Track micro-conversions that show intent
Instead of focusing on conversions, look for:
Time spent on guides or tools
Engagement with feature comparisons
Downloads of spec sheets or whitepapers
Repeat visits and branded search volume
Adjust bid strategy to support consideration
One of the biggest SEA mistakes at the mid-funnel is measuring everything through the lens of last-click CPA. At this stage, users are gathering information, not buying. So your bid strategy must align with intent, not just conversion.
Start by switching to bidding models that value engagement: time on site, tool interactions, scroll depth, or content downloads. Use value-based bidding where possible and assign micro-conversion values to guide spend. This helps your campaigns learn what 'good intent' looks like.
Also, resist the urge to underfund Orientation and Comparison campaigns. These stages fill the funnel. If you starve them of budget, your lower-funnel campaigns will dry up over time. Think of it like planting seeds before expecting a harvest.
Tips & Tricks:
Use Enhanced CPC or Maximise Conversions with conversion actions set to mid-funnel signals.
Set lower ROAS targets for Orientation to account for non-revenue KPIs.
Use remarketing lists from Orientation users in Reassurance campaigns to drive efficiency.
Split campaigns by mental mode so you can set custom bid strategies per stage.
Expand beyond Google: how to use multi-surface signals
Search doesn’t just happen in Google anymore. Today’s buyers are omnichannel researchers. They read Amazon reviews, browse Reddit threads, watch TikToks, ask peers on LinkedIn, and use on-site search before ever clicking a paid ad.
These touchpoints are rich with unfiltered user language and objections. That’s gold for search marketers. By listening in, you can identify exactly what people care about, what they fear, and what terms they naturally use.
Use this intel to improve your SEA and SEO:
Extract repeated phrases from Amazon Q&As and include them in your RSA headlines.
Look at Reddit threads to see how competitors are being compared.
Use internal search data to identify unmet informational needs and feed that into your Orientation campaigns.
Track G2Crowd or Capterra reviews to see which benefits and drawbacks users mention most.
Tips & Tricks:
Build a keyword list from marketplace reviews and community forums.
Create a UGC-informed FAQ section and promote it via sitelinks.
Use your on-site search terms report in GA4 to generate new content ideas for mid-funnel engagement.
Feed social listening insights into your creative brief for RSA variants.
The future of SEA is insight-led and multi-surface informed. Start mining now.
Mine search insights from across platforms
Pay attention to:
Product reviews (Amazon, Trustpilot): What phrases keep coming up?
Reddit threads: What comparisons are being made?
LinkedIn discussions: What doubts or features matter?
On-site search terms: What are users looking for but not finding?
Feed these insights into RSA headlines, landing content, and blog articles.
Culture matters: adapting SEA for the UK vs Germany
Use Hofstede’s dimensions to guide messaging.
| Dimension | UK | Germany |
|---|---|---|
| Uncertainty Avoidance | Lower (faster action) | Higher (proof and process needed) |
| Tone | Confident, benefit-led | Formal, exact, reassurance-heavy |
| CTAs | “Start now”, “Get a demo” | “Download dossier”, “Request quote” |
| Trust triggers | Reviews, ratings | Certifications, legal proof |
How SproutOut Solutions can help
At SproutOut Solutions, we help international brands turn mid-funnel search into a growth engine. Our team specialises in crafting culturally tuned SEA campaigns that guide users from curiosity to confidence, across every stage of consideration.
We don’t just build ads. We build trust.
FAQ
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It’s the consideration phase where users compare options, validate claims and look for reassurance. Terms include “best…”, “difference between…”, “is X reliable…”, and “reviews”.
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Group campaigns by mental mode: Orientation, Comparison, and Reassurance, rather than brand vs generic. Tailor ad copy and pages to each.
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Engagement with tools, time on comparison pages, downloads, branded search lift and repeat visits.
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UK: benefit-led, socially validated, quick-start. Germany: formal, certified, precise, with risk-reduction features.
