Google Ads Keyword Research: How to Find the Right Keywords
Building seed lists, using Keyword Planner, and reading search intent so your budget goes to the keywords that actually convert — not just the ones with the biggest volume.
Keyword research means finding the terms your customers search, then judging the intent behind each one. Start with seed keywords in your customers’ own words, expand them in Google Keyword Planner to get volume and competition, and sort the results by intent. Fund transactional terms (buy, hire, price, near me) first, because intent matters more than raw search volume.
Keyword research is finding the words your customers actually type
A search campaign only shows up when someone searches a term you’ve chosen, so the whole campaign rises or falls on picking the right words. Research is how you discover them — and, just as importantly, how you read the intent behind each one.
Start with seed keywords: the plain words for what you sell. A web-design freelancer’s seeds might be website design, ecommerce website, web developer. Use your customers’ language, not your industry jargon — people search for what they want, not what you call it.
Keyword Planner turns seeds into a real list
Inside Google Ads, go to Tools → Planning → Keyword Planner. Feed it your seeds and it returns related terms with two numbers that matter: average monthly searches (demand) and competition (how many advertisers want them).
| Keyword idea | Avg. searches/mo | Competition |
|---|---|---|
| website design company | 8,100 | High |
| ecommerce website cost | 1,300 | Medium |
| cheap website maker | 2,400 | Low |
Seed keyword expander
Enter what you sell and we’ll generate a starter list of keyword ideas, sorted by intent so you know which to spend on first. (Pull the real search volumes from Keyword Planner.)
Group by what the searcher wants to do
Every keyword sits somewhere on an intent spectrum. Sorting yours into three buckets is the single most useful thing you can do, because it tells you where the money is.
Informational searchers are learning, not buying — cheap clicks, low conversion. Transactional searchers are ready to act — the highest-value terms. On a tight budget, fund the transactional end first and add the rest as results allow.
From keywords to a structured campaign
Research isn’t finished when you have a list — it’s finished when that list is organised. Group closely related keywords into tight ad groups so each ad can stay relevant, and set aside the obvious junk (free, jobs, DIY) as negative keywords before you ever go live.
- A search ad only appears for terms you choose — keyword choice decides everything.
- Start from seed keywords in your customers’ plain language, then expand in Keyword Planner.
- Volume and competition matter, but intent matters more than raw search volume.
- Fund transactional terms (buy, hire, price) first; informational ones can wait.
- Finish by grouping keywords into tight ad groups and setting obvious negatives.
Keyword research FAQs
How do I do keyword research for Google Ads?
What is a seed keyword?
What is Google Keyword Planner?
Should I target high search-volume keywords?
What is search intent in keyword research?
How do I find the keywords my competitors target?
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