Paid advertising has always tried to connect businesses with customers at the exact moment they need something. In the early days, that connection was built almost entirely on keywords. If someone typed “roof repair York,” advertisers competed for that phrase, and the highest bid usually won the click. The platforms have become smarter, but human behavior has not changed. People still research, compare, leave, and return later. What has changed is how Google and Meta interpret those actions. Intent-based advertising is now the method that mirrors real decision-making instead of guessing based on single words. At Eco York , we explain this shift to clients as moving from a keyword contest to a conversation with the customer. Campaigns that read intent tend to produce better leads and more predictable ROI. What Is Intent-Based Advertising? Intent-based advertising is the practice of using signals that show a user’s mindset and stage in the buyer journey. On Google, this includes what ar...