leads with which queries these keys result;

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Which keywords are giving you blatantly spammy or untargeted leads?
After that, disable irrelevant keywords and refine your ad based on the information you received.

This is extremely important to do if you work with other markets. Because there will be their own nuances of promotion that you may not know about. And listening to conversations will give you the opportunity to adjust the keys you use. Or exclude those that do not suit you.

I will give an example from our work on the Polish market. armenia telegram data When we were first collecting semantics for a virtual PBX, it included a key that our competitors use — Telefon VoIP. The nuance is that this is about telephones that we do not sell, but our competitors do. Therefore, in the case of Ringostat, the key is different — Telefonia VoIP. Listening to conversations made it possible to identify customers who were interested in telephones, not telephony, and to find and eliminate this key.

Searching for new ideas and insights
From the above, it might seem like it makes sense to only listen to conversations about lost deals. But conversations about won deals can also be a great source of insights. For example, about the pain points your customers have and want to solve, about their needs that they are addressing with your product, etc.