You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:

create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”
increase the budget for all of her campaigns that contain these queries as keywords
lower the budget for all of her campaigns that contain these queries as keywords