How to do keyword research for Google Ads
- PPC
Keyword research provides the strategic foundation for any successful PPC and Paid Social Advertising campaign. In the B2B sector, where search volumes are often lower but lead values are significantly higher, the ability to identify and bid on the right terms is what separates a high-growth strategy from a wasted budget.
Successful research requires you to look beyond simple volume and focus on intent. As we explore in our guide on how to build a PPC strategy that delivers a measurable return on investment, the goal is not just to find traffic, but to find the right traffic that aligns with your specific business objectives.
How do I do keyword research for Google Ads
Keyword research for paid search is a structured process of discovery and validation. It begins by stepping into the shoes of your ideal customer to understand the language they use when facing a problem your business solves.
To build a robust list, follow these core steps:
Seed List Generation: Start with your core services. If you offer "Cloud Security Audits," that is your first seed.
Competitor Analysis: Use transparency tools to see which terms your competitors are bidding on.
Expansion: Use data-driven tools to find variations and related queries that you might have missed.
Filtering: Narrow your list based on relevance, search volume, and estimated cost-per-click (CPC).
Before you finalise your list, ensure your keyword choices align with your overarching goals. You can refer to our digital marketer's guide to choosing the right campaign objective to ensure your keywords support the specific outcome you are targeting.
What is the difference between SEO and PPC keyword research
While both disciplines involve identifying search terms, the intent and application differ significantly.
SEO Keyword Research: Focuses on long-term authority. You are looking for terms—often informational—that allow you to build content that ranks over time. Success is measured by organic visibility and "free" traffic.
PPC Keyword Research: Focuses on immediate action and commercial intent. Because you are paying for every click, you must be more selective. You are looking for "buying" keywords that justify the immediate cost.
In PPC, you also have the luxury of testing. You can bid on a term to see if it converts before committing to a long-term SEO content strategy for that same keyword.
How can I find high-intent keywords for B2B Google Ads
In B2B, broad terms like "software" or "consulting" are often too expensive and too vague. To find high-intent keywords, you must focus on "long-tail" queries that signal a user is further down the funnel.
Problem-Based Keywords: Terms like "how to reduce server downtime" or "compliance reporting issues."
Solution-Based Keywords: Specific service terms like "managed IT services for law firms."
Comparison Keywords: "Competitor A vs Competitor B" or "best enterprise CRM for manufacturing."
High intent is often found in the modifiers. Adding words like "software," "platform," "service," "vendor," or "agency" to a core term often filters out casual browsers and attracts professional buyers.
Which tools are best for Google Ads keyword research
To build a data-backed list, you need a combination of Google’s own data and third-party insights:
Google Keyword Planner: The foundational tool for any Google Ads campaign. It provides accurate CPC estimates and search volume data directly from the source.
Google Search Console: An often-overlooked tool for PPC. It reveals the exact queries that are already driving organic traffic to your site, which can be high-value targets for paid ads.
Semrush / Ahrefs: These are essential for competitor intelligence, allowing you to see exactly what your rivals are paying for and which ad copy they are using.
AnswerThePublic: Excellent for finding the "Problem-Based" long-tail questions that B2B buyers ask in the early research stages.
How do I build an effective negative keyword list
A negative keyword list is your primary tool for preventing budget wastage. By telling Google what you don't want to show for, you ensure your ads only appear for relevant queries.
Common B2B negative categories include:
Careers/Employment: "Jobs," "salary," "internship," "hiring."
Educational: "Course," "degree," "what is," "definition," "free."
Consumer/B2C: "Cheap," "DIY," "home use," "Amazon."
Irrelevant Services: If you only provide enterprise software, "small business" or "personal" should be negatives.
Regularly reviewing your "Search Terms Report" in Google Ads is the best way to identify new negatives that are creeping into your campaigns.
What keyword match types should I use in Google Ads
Match types allow you to control how closely a search query must match your keyword for your ad to show. Selecting the right mix is a balance between reach and precision.
Match type definitions
Broad Match: This is the default setting. Your ads may show on searches that relate to your keyword, including synonyms and related topics. While this offers the most reach, it requires a very strong negative keyword list to prevent irrelevant clicks.
Phrase Match: Your ad will show on searches that include the meaning of your keyword. It is more restrictive than Broad Match but more flexible than Exact Match, as it can include searches that imply the same intent.
Exact Match: This gives you the most control. Your ads will only show on searches that have the same meaning or intent as your keyword. This usually results in the highest conversion rate but the lowest reach.
Top tips for keyword success
Start Tight: When launching a new campaign, begin with Phrase and Exact match. Once you have identified what converts, you can use Broad Match to scale your reach.
Group by Intent: Organise your keywords into tightly themed ad groups. This allows you to write highly relevant ad copy that matches the user's specific query.
Test and Refine: Keyword research is never "finished." Use the data from your Google Ads auto-tagging to see which keywords are actually driving revenue and adjust your bids accordingly.
Landing Page Alignment: Always ensure the keyword you are bidding on is reflected on the landing page the user arrives at. This improves your Quality Score and reduces your cost-per-click.
If you are looking to refine your search strategy or need expert guidance on identifying the most profitable terms for your sector, get in touch with the Brew Digital team today.
