No negative phrases

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This needs to be worked on thoroughly, because if there are no negative phrases or there are not enough of them, then you will get a lot of views and maybe even clicks, but conversions will pass by. This requires time, you can use third-party services, but the result will justify your work.

Using high-frequency queries
The more specific the query, the better. For example, for a sporting goods store, you can't put queries like bicycle, skis, skates, etc., because there may be a lot of queries associated with 1000 cell phone number list them, but, for example, buying a bicycle in city N is already better. However, you shouldn't fill the low-frequency queries, then you risk losing impressions.

Limited scope
Before you start working on contextual advertising, you need to familiarize yourself with the conditions offered by the advertising network, because some may prohibit medical topics or require heaps of documents to work with them, prepare in advance.

Ad Design
Advertising banners should not only be attractive, but also interesting from a marketing point of view, and also catch the target audience. To do this, you must know your client "in person" and understand what he wants. A unique selling proposition can also help with this . You need to show the value of your product or service to the client and, of course, justify the cost.