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I work work for a health care system in the Midwest. We have a doctor in our transplant division who whenever we're in a meeting pulls out his phone and types in "kidney transplant" and ridicules me when our hospital is not on the page. I've long since given up trying to explain search intent to him (all the SERP results are showing information about kidney transplants, not information on where to get a transplant) along with trying to explain all the reasons why our ads don't necessarily show up on his phone despite us having a daily budget for that keyword. Without trying to explain how SEO or advertising online works, what would you do? I've toyed with eliminating advertising from the hospital zipcode so that I can just say we don't advertise in this zipcode at all, so of course our ads wouldn't pop up. I've also toyed with creating more informational content just so perhaps we can show up on the page, even though it's largely irrelevant (but I doubt we'd ever outrank the national brands that have written extensively on this). If someone types in "kidney hospital" or "transplant center" or anything relevant, we're instantly at the top of SERPs. But none of that matters to him. He only cares about showing up for "kidney transplant."