How to Find Keywords for Google Ads

Choosing the right keywords is one of the most important parts of running a successful Google Ads campaign.

Your keywords determine when your adverts appear and who sees them, so selecting the right ones can make a huge difference to the quality of traffic and enquiries you receive.

Many businesses make the mistake of targeting very broad keywords that attract lots of clicks but very few leads. A better approach is to focus on specific, relevant keywords that match what potential customers are actually searching for.

If you are still setting up your account, you may want to start with my guide on how to set up your first Google Ads search campaign, which explains how keywords fit into campaign structure.

Start With What Your Customers Would Search

A good starting point for keyword research is simply thinking about what your customers would type into Google when looking for your service.

For example, if you run a plumbing business, some common searches might include:

• emergency plumber near me
• boiler repair
• gas engineer local
• plumber basingstoke

These types of searches show clear intent, meaning the person is actively looking for help.

When building your keyword list, try to focus on searches that indicate someone is ready to make an enquiry rather than simply researching.

Use Google Keyword Planner

Google provides a free tool called Keyword Planner, which is available inside your Google Ads account.

This tool allows you to:

• discover new keyword ideas
• see average monthly search volumes
• view estimated cost per click
• understand how competitive a keyword is

For example, you might see data such as:

Example figures only; costs vary by industry and location.

The more specific the keyword becomes, the lower the competition and cost per click often is.

This is why focusing on more targeted search terms can help reduce wasted spend.

Look at Google Search Suggestions

Another simple way to find keywords is by using Google’s search suggestions.

Start typing a search into Google and you will see suggested phrases appear automatically.

For example:

emergency plumber

Google might suggest:

• emergency plumber near me
• emergency plumber basingstoke
• emergency plumber 24 hour

These suggestions come from real search behaviour and can often reveal valuable keyword ideas.

Review Your Competitors

Looking at the keywords competitors are targeting can also provide useful insights.

For example, you might notice competitors using phrases such as:

• same day plumber
• local boiler repair
• heating engineer near me

This can help you identify new variations of keywords that you may not have considered.

Focus on High Intent Keywords

When selecting keywords, it is usually better to prioritise high intent searches rather than broad informational queries.

High intent keywords often include words such as:

• near me
• quote
• service
• repair
• installation

These searches typically come from users who are closer to contacting a business.

For example:

• boiler repair basingstoke
• accountant for small business
• wedding venue herefordshire

These types of searches are often far more valuable than generic searches such as “boiler”.

Choose the Right Match Types

Once you have a list of keywords, the next step is deciding which match types to use.

When launching a new campaign, it is often best to start with exact match and phrase match, as this gives you more control over the searches triggering your adverts.

Example:

Exact match

[emergency plumber basingstoke]

Phrase match

"emergency plumber"

These match types help ensure your adverts appear for relevant searches while reducing the chances of your ads being triggered by unrelated queries.

I explain match types in more detail in my guide on whether to use broad match, phrase match or exact match in Google Ads.

Review Search Terms Regularly

Once your campaign is running, it is important to review your search terms report regularly.

This report shows the exact searches that triggered your adverts.

From here you can:

• add irrelevant searches as negative keywords
• discover new keyword opportunities
• improve targeting over time

Regular keyword optimisation helps improve lead quality and reduce wasted spend.

Keywords Also Influence Your Ad Copy

Your keywords should also influence how you write your adverts.

For example, if your keyword is:

boiler repair basingstoke

Your advert headlines might include:

• Boiler Repair Basingstoke
• Local Engineers Available Today

Including keywords in your ads can improve relevance and click-through rate.

If you want to learn more about writing effective adverts, see my guide on how to write good Google Ads.

Related guides: Should You Use Broad Match, Phrase Match or Exact Match in Google Ads? and How to Pick the Right Budget for Your Google Ads Campaign.

Getting Help With Keyword Research

Keyword research can take time, especially when building campaigns for competitive industries.

Choosing the right keywords is often the difference between campaigns that generate enquiries and campaigns that simply generate clicks.

If you would like help reviewing your campaigns, you can learn more about working with a Hampshire PPC Consultant or explore my PPC consultancy services.

Need help with your Google Ads?

If you’re dealing with an account problem, want a second opinion or need practical PPC support, tell me what you need help with. I’ll reply by email first and let you know whether I can help. You can also select Google Ads review / audit on the form if you’d like a free account review.