We have been working in SEM for over 7 years where we manage over 200 clients on Google Ads ranging from $500 - $40,000 per month in ad spend. We also maintain and utilize Google Analytics for remarketing, conversions and to understand the audience and relationship with other channels better. Google Ads has changed a lot since we started managing it especially with the utilization of AI. I now automate all my bids and utilize responsive ads to automate a lot of the optimization process. That doesn't mean that a human needs to not check the search terms report daily as well as pause and update ad copy on a daily basis based on metrics such as CTR, CPC, conversions, bounce rate and pages per session. A lot of deciding on what keywords to bid on is based on the intent of the user. What is someone looking for when doing a search. Are they looking for advice, are they looking to purchase something? There is always underlying intent with every search someone conducts.