Start with the products or services you sell, identify the searches your potential customers use, and group keywords by intent. Use Google's Keyword Planner to research search demand and estimated costs, select suitable match types, add relevant negative keywords, and measure qualified leads or sales. The goal is not simply to attract more clicks; it is to reach people whose needs match your offer.
Keyword research is one of the foundations of a Google Ads campaign. The keywords and search themes you select help shape who may see your ads, what your ads communicate and which landing pages visitors reach.
Choosing broad or unrelated keywords can attract visitors who are not looking for your service. Choosing only a few overly restrictive keywords can also limit opportunities. A practical keyword strategy balances relevance, demand, competition and business value.
1. What are Google Ads keywords?
Google Ads keywords are terms you add to help match your Search campaigns with relevant searches. Actual matching depends on the keyword's match type, Google's matching systems, the user's query and other campaign settings. A keyword does not always have to be an exact text match to the search query.
From your service to a relevant customer search
Illustrative workflow for planning a Search campaign.
2. Understand search intent before choosing keywords
Search intent describes what someone is trying to accomplish when they search. It is useful to understand the intent behind a query before deciding whether to target it.
Informational
The user wants to learn, understand or solve a problem.
Example: how Google Ads worksCommercial research
The user is comparing providers, options or costs.
Example: Google Ads agency pricingTransactional
The user is closer to contacting, buying or booking.
Example: hire Google Ads agencyThese categories are a planning framework, not rigid labels. A search can have more than one intent, and the same keyword can behave differently depending on context. Review actual search terms and conversion data to understand what users want.
3. How to research Google Ads keywords step by step
Step 1: List your core services
Write down the specific services or products you want to advertise. For an agency, these might include Google Ads management, account audits, conversion tracking and landing page design. Avoid starting with a large list of loosely related terms.
Step 2: Think like your customer
Consider the language customers use when they are looking for a solution. Include service names, problems, pricing questions, locations and relevant industry terms. Use real customer questions and sales conversations as research inputs.
Step 3: Use Google Keyword Planner
Keyword Planner can help you discover keyword ideas and review estimates for search volume and advertising costs. Results depend on targeting, settings, market conditions and the data available. Estimates are not guarantees of clicks, CPC or conversions.
Open the official Google Ads Keyword Planner to explore keyword ideas and traffic estimates.
Step 4: Group similar keywords
Organise terms around a clear service, product or customer need. This makes it easier to create relevant ads and direct visitors to suitable landing pages.
Step 5: Check the search results
Review what appears for your target searches. If the results are dominated by tutorials, directories or unrelated products, the keyword may not match the goal of your campaign. Consider whether your business can provide what the searcher expects.
Step 6: Test and refine
Launch with a controlled, relevant keyword set. Review search terms, costs and conversion quality, then add useful terms, exclude irrelevant searches and adjust targeting. Keyword research should continue after launch.
4. How to evaluate keyword opportunities
Do not choose keywords by search volume alone. A high-volume term may attract many people who are not ready to become customers. A more specific term may have less volume but a closer relationship to the service you sell.
Compare keyword planning factors
The chart below shows an invented planning score for three hypothetical keyword opportunities. It is not actual search volume, CPC data or a Google Ads metric.
Example relevance scores created for this illustration only. They do not represent actual keyword performance or an official scoring method.
For each keyword, assess:
- Relevance: Does it describe what you offer?
- Intent: Is the searcher looking for a solution you provide?
- Demand: Is there enough relevant search activity to test?
- Competition: How competitive might the auction be?
- Economics: Could a customer acquired through this search be valuable to your business?
- Landing page fit: Can your page satisfy the searcher's expectation?
5. Google Ads keyword match types explained
Match types influence which searches can trigger your ads. Google's matching systems consider meaning and intent as well as the wording of a search, so do not assume that a keyword only matches the exact words you entered.
Broad match
digital marketing agency
Can match relevant searches related to the keyword's meaning. Review search-term reports and conversion quality to assess relevance.
Phrase match
"Google Ads agency"
Can match searches that include the meaning of your keyword. Additional words and variations may appear in the query.
Exact match
[Google Ads agency]
Generally provides more focused matching around the same meaning or intent, while still allowing close variants.
For current definitions and examples, check Google's official keyword matching options documentation.
6. What are negative keywords?
Negative keywords help prevent ads from showing for searches that are not relevant to your campaign. They are useful when a search term suggests a different product, audience, service or intention from the one you want to reach.
Campaign goal
Advertise paid Google Ads management services.
Potential exclusions
Consider excluding searches that do not fit the offer.
These are examples only. Do not automatically exclude a term just because it contains “free,” “course” or “jobs.” A business offering training or recruitment services might want those searches. Confirm the intent and your actual offer before adding exclusions.
How negative keywords help focus a campaign
Conceptual workflow. Negative keyword matching has its own rules and does not exclude every possible variation automatically.
Learn how Google's negative keyword options work in its official negative keywords guide.
7. How to group keywords into campaigns and ad groups
A clear campaign structure makes it easier to connect keywords with ad messaging, landing pages, locations and reporting. Group terms by a shared purpose rather than putting every keyword into one large ad group.
Example: Google Ads services campaign
Example structure for planning. Actual campaign and ad group design should reflect account needs, volume and targeting.
Agency keywords
Keywords related to hiring an agency, finding a provider or getting professional advertising support.
Management keywords
Terms related to ongoing campaign optimisation, PPC management and account support.
Each group should have relevant ad messaging and a landing page that addresses the same customer need. For example, a person looking for an account audit should not automatically be sent to a generic page that only describes campaign setup.
8. Should you add location keywords?
Location-specific keywords can be useful when customers look for a service in a particular city or area. For example, a Hyderabad-focused campaign might research searches containing “Hyderabad” or relevant neighbourhood names.
However, location words are not the only way to target local customers. Google Ads also offers location targeting settings. Use both keyword relevance and campaign location settings thoughtfully, and confirm that your business can serve the selected area.
- Use city or area modifiers when they reflect genuine search behaviour.
- Keep service pages accurate about the locations you serve.
- Review search terms for location mismatches.
- Do not create near-identical pages for every locality without distinct useful content.
9. Common Google Ads keyword research mistakes
- Choosing keywords based only on estimated search volume.
- Using broad, vague terms that do not reflect the actual service.
- Ignoring negative keywords and search-term reports.
- Grouping unrelated products or services into the same ad group.
- Sending all visitors to a generic homepage.
- Assuming match types only trigger identical wording.
- Excluding keywords before checking their business value.
- Measuring clicks without tracking qualified leads and sales.
- Assuming Keyword Planner estimates guarantee actual CPC or traffic.
10. How to improve your keyword strategy after launch
Keyword research does not end when a campaign goes live. Search behaviour changes, new queries appear and some traffic may turn out to be less useful than expected. Use your account data to improve the strategy.
Research → Launch → Learn → Improve
Review the following regularly:
- Search terms that generated relevant and irrelevant visits.
- Keywords associated with qualified enquiries or sales.
- Conversion tracking accuracy and lead quality.
- Changes in search demand, competition and campaign performance.
- Landing page relevance and the clarity of your offer.
If you need help diagnosing campaign structure or tracking issues, explore Google Ads account audit services. For broader campaign support, visit Advento's Google Ads services.
Related Google Ads resources
Frequently Asked Questions About Google Ads Keywords
What is keyword research in Google Ads?
Keyword research is the process of identifying and evaluating search terms that potential customers may use when looking for your products or services. It helps advertisers organise campaigns, understand search intent and focus on relevant traffic.
How do I find the best keywords for Google Ads?
Start with your services, customer questions and commercial goals. Use Google Keyword Planner to explore ideas and estimates, review search intent, group related terms and refine your selection using actual search-term and conversion data.
What is the difference between broad, phrase and exact match?
Match types control how closely a search must relate to your keyword. Broad match can reach related searches, phrase match focuses on searches that include the keyword's meaning, and exact match generally provides more focused matching. Close variants and meaning-based matching can apply.
What are negative keywords in Google Ads?
Negative keywords help exclude searches that are not relevant to a campaign. For example, a paid service provider may consider excluding job-seeker searches if recruitment is not part of its offer. Check actual search intent before adding exclusions, and remember that negative keyword matching has specific rules.
Is Google Keyword Planner free?
Google provides Keyword Planner within Google Ads. Access and the detail of estimates can depend on account setup and other conditions. Use the tool's current interface and documentation to understand the estimates available to your account.
How many keywords should I use in an ad group?
There is no universal ideal number. Focus on a manageable set of closely related keywords that share a clear intent and can be served by relevant ad messaging and a suitable landing page. Avoid adding unrelated terms simply to make a list larger.
Should I use broad match in Google Ads?
Broad match may help reach related searches, but suitability depends on the campaign, conversion tracking, bidding approach, budget and ability to monitor relevance. Review search-term quality and business outcomes before deciding whether to expand or narrow matching.
How do I choose keywords for a local business?
Research the services customers search for, consider relevant city or neighbourhood terms, and configure location targeting appropriately. Ensure your landing pages accurately describe the services and areas you can serve.
Do high-volume keywords always perform better?
No. High search volume does not guarantee relevant traffic or conversions. A more specific keyword may better match a customer's need. Evaluate relevance, intent, actual costs, qualified leads and sales rather than search volume alone.
How often should I review Google Ads keywords?
Review search terms and performance regularly according to campaign activity, spending and risk. New campaigns may need close monitoring, while established campaigns still require ongoing checks for changing demand, relevance and results.
Can I use the same keywords for SEO and Google Ads?
Yes, the same topic or query can be relevant to both channels, but their strategies are different. Use SEO content to satisfy organic search intent and select paid keywords based on campaign goals, auction costs, conversion measurement and the landing page experience.
Why are my Google Ads showing for irrelevant searches?
Possible reasons include broad keyword matching, search intent differences, insufficient negative keywords, location settings or campaign configuration. Review the Search terms report, check matching behaviour and adjust your strategy based on what the data shows.
Need Help Planning Your Google Ads Keywords?
Start with relevant search intent, a clear campaign structure and reliable conversion tracking. Advento Digital Solutions can help you explore campaign planning and optimisation for your business requirements.