Pricing and quotation guide
PPC keyword research cost
PPC keyword research is usually priced as a project, and the fee reflects how much there is to research and how carefully it is filtered. A single service in one town is a small job; many services across several locations, each needing its own groups, negatives and landing page mapping, is larger. Judging intent for each keyword and building a negative list takes more time than exporting a tool's suggestions, but it is what prevents wasted clicks. Campaign build from the research, and later refreshes from real search terms, may be included or priced separately.
This guide covers cost drivers, project sizes, pricing approaches and how to judge value. No prices are given, because they depend on scope and provider; LetGetGrow sets out the cost for your project in a custom quotation.
Illustrative diagram
What drives keyword research cost
- Services
- Each needs its own research and groups.
- Locations
- Area variations multiply keywords.
- Filtering
- Judging intent term by term.
- Negatives
- Building the avoid list.
- Mapping and build
- Landing pages and campaign set-up.
Costs paid to third parties (separate from our fees)
- Keyword tool subscriptions
- Landing page creation
- Click spend for testing
Ask whether building campaigns from the research is included.
Projects compared
| Project | Scope | Relative cost |
|---|---|---|
| One service, one area | Small list, negatives, groups | Lower |
| Several services, few areas | Groups per service, mapping | Moderate |
| Many services and locations | Large structure and negatives | Higher |
How research is priced
Project fee
Suits you when
- Before launch
Watch out for
- Depth of filtering
Within setup
Suits you when
- Campaign build needed
Watch out for
- How much research is done
Within management
Suits you when
- Ongoing refinement
Watch out for
- Frequency of reviews
Paying for filtering
Exporting suggestions from a tool takes minutes. Deciding which terms show intent, which do not fit your offer and which belong on the negative list takes hours. That judgement is what the fee should mainly buy.
Locations
For local businesses, each town or area may need its own keyword variations and ad text. Grouping nearby areas where the offer is the same keeps the work, and the fee, manageable.
Example: scoping research
Illustrative example — not a client case study
Situation: A cleaning company offers domestic, end-of-tenancy and office cleaning across three towns.
- The quote covers three service groups with variations for the three towns.
- A shared negative list covers jobs, equipment and DIY searches.
- Campaign build is quoted separately, as the company's existing manager will build it.
What this shows: The company paid only for the research it needed. This example is illustrative.
Comparing quotes
Check services and locations covered, filtering method, negatives, match type suggestions, landing page mapping, deliverable format, campaign build and refreshes.
Keeping costs down
Give a clear list of services and exclusions, share any existing search terms report, start with your main services and build campaigns yourself from a well-organised sheet.
Judging value
Good research shows in the first search terms reports: few irrelevant searches and enquiries that match your offer. Compare them with what you expected.
The negative list
Building a negative list means thinking through every way a search could look relevant but not be: jobs, training, free versions, DIY, competitors, products you do not sell and areas you do not cover. It takes time and saves money from the first day, so check it is part of the quote rather than an afterthought.
Landing page mapping
Linking each ad group to a page on your site, and flagging where no suitable page exists, adds a little time and prevents ads sending people to the homepage. Creating missing pages is separate design or writing work.
Refreshing research
After a few months of real search terms data, a refresh adds new keywords and negatives based on evidence. It usually costs less than the original project and may already be part of ongoing management. Ask how it is priced.
Tools
Some providers use paid keyword tools and may pass on part of the cost. Ask whether tools are included. Volume estimates from any tool are approximate; your own search terms data is more reliable once ads run.
Your time
Reviewing the draft list and answering questions about your services takes some of your time. It is worth it; you will catch mismatches no one else can.
Keeping it proportionate
For a small budget, a focused list of strong keywords and a solid negative list may be all you need. Larger research projects make sense when budgets and the range of services justify them.
Deliverable format
A campaign-ready sheet, with groups, match types, negatives and pages, takes a little longer to prepare than a plain list, but saves time when building campaigns. Agree the format before work starts, and make sure you can use it with any provider.
Questions about PPC keyword research cost
What affects PPC keyword research cost?
Services, locations, filtering, negatives and mapping.
Is campaign build included?
Sometimes; check the quote.
Why pay for filtering?
It decides whether spend goes on the right searches.
Do locations add cost?
Yes, each may need variations.
Is research ongoing?
Refinement usually happens within management.
How do we judge whether keyword research was worth it?
By relevant search terms once ads run.
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