The addition of a single word in a keyword (a keyword is a sequence of words that a potential customer searches on Google) can double your cost to advertise, which is not always a bad decision to make.
The cost-per-click (also known as "CPC") is correlated to the intent of the person behind a search. Here is an example of "physiotherapist" and "physiotherapist downtown" for Toronto, ON:
The cost for the inclusion "downtown" almost doubles the cost for a click, but that is for good reason. Anything related to location is an indicator that the person is actively looking for a business to visit.
The keyword "physiotherapy" is informational, which you can tell by searching it on Google and seeing an informational box to the right along with a section that reads "People also ask". These clicks will be cheaper because people searching this are looking to learn about physiotherapy before making their decision to find a business.
In the example of a physiotherapist, the person searching for job prospects, educational information (including schools), or someone searching for the difference in types of physiotherapists.
Think of the keywords as being part of the above marketing funnel. Awareness involves searching "sore knee" because someone is looking for an easy solution or cause, interest involves "physiotherapy" because the searcher is looking for outside solution to their problem, and decision would encompass the location-based keywords such as "physiotherapy downtown" because the person has narrowed down the area they're looking for a business. Action is when someone searches directly for a business. This can either be a branded search (searching for a business' name) or someone who has decided that your service is what they require to fix their problem and they're just looking for the perfect business, which could entail clicking on ads.
The goal of the LocalAds team is to get your business the best value for the budget. This may mean bidding on keywords with a high CPC. However, results are constantly monitored and the keywords that lead to the most & best results is always prioritized.