Search advertising
PPC keyword research
Keyword research for paid search is about finding the searches worth paying for. On Google, people search at every stage: learning about a problem, comparing options and ready to buy. Paid keywords usually work best when they focus on the later stages, where the search shows intent to hire or purchase, and when they describe what the business genuinely offers in the places it serves. Good research also identifies the searches to avoid, groups keywords so each ad and landing page can answer them directly, and chooses match types that balance reach with control. Search volume matters less than intent and fit.
This page covers intent, search patterns, match types, grouping, early negatives and refining from real search terms. LetGetGrow sets up and manages Google Ads and LinkedIn Ads, including B2B campaigns, with the scope, management fee and reporting set out in a custom quotation.
Illustrative diagram
Search intent
| Stage | Example search | Paid search fit |
|---|---|---|
| Learning | why is my boiler losing pressure | Usually low; informational |
| Comparing | combi boiler vs system boiler | Sometimes; depends on offer |
| Ready to buy | boiler repair near me | Usually high |
| Brand | your business name | Protects your name; check it adds sales |
| Wrong intent | boiler engineer jobs | Avoid; add as negative |
Patterns that show intent
Searches that include a service and a location, words such as 'quote', 'cost', 'hire', 'book' or 'near me', a specific product with a model or feature, or a problem with 'repair' or 'fix' often show readiness to act. Searches with 'how to', 'what is', 'free', 'DIY', 'jobs' or 'course' usually do not, for a business selling a service. Build the list around the first group.
Match types
Google's help explains broad match as the plain keyword, phrase match in quotation marks and exact match in square brackets. Broad match reaches the widest range of related searches and relies heavily on negatives and conversion data; exact match gives the most control. Research should suggest a match type for each keyword based on how confident you are in its intent.
A keyword research process
Offer
Services, products, areas, exclusions.
Output: Offer sheet
Seed
How customers describe needs.
Output: Seed list
Expand
Variations, locations, problems.
Output: Candidate list
Filter
Intent and fit.
Output: Target and avoid lists
Group
By meaning and landing page.
Output: Ad group plan
Example: research for a dog groomer
Illustrative example — not a client case study
Situation: A mobile dog groomer covering two towns wants search ads.
- Seed terms come from how customers describe the service: dog grooming, mobile dog groomer, puppy groom.
- Variations add the two towns and breeds the groomer specialises in; 'dog grooming course' and 'dog grooming jobs' go on the avoid list.
- Keywords are grouped into mobile grooming, puppy grooms and breed-specific grooms, each with its own landing section.
What this shows: The list focused on people ready to book. This example is illustrative.
Keyword research checks
Intent
- Searches show readiness to act
- Wrong-intent terms on avoid list
Fit
- Matches what you actually offer
- Within the areas you serve
Structure
- Grouped by meaning
- Landing page chosen per group
Grouping for ads and pages
Keywords with the same meaning belong together, so one ad can answer them all and one landing page can follow up. Mixing 'emergency plumber' with 'bathroom fitting' in one group forces a vague ad that suits neither.
Search volume
Keyword tools estimate how often terms are searched. Treat these as rough guides. A low-volume search with strong intent can be worth more than a popular one with weak intent.
Refining from real searches
Once ads run, the search terms report shows the searches that triggered them. That is the best source for new keywords and negatives, and research should be updated from it regularly.
Your own brand name
Searches for your business name come from people already looking for you. Bidding on them can stop competitors' ads appearing above your listing, but some of those people would have found you anyway. Keep brand keywords in their own campaign and report them separately, so they do not make category campaigns look stronger than they are.
Competitor names
Bidding on other businesses' names is possible but raises questions about trade marks in ad text and relevance. Check Google's advertising policies and take advice before using competitor names, and judge such keywords on their own results.
Problem-led searches
Some customers search for the problem rather than the service: 'leaking tap', 'website down', 'lost car key'. Where the problem clearly leads to your service, these can be worth targeting with ads that name the problem and offer the fix.
Questions about PPC keyword research
What is PPC keyword research?
Finding searches worth paying for, and those to avoid.
Which searches are best for paid ads?
Those showing intent to hire or buy what you offer.
Which match type should we use?
Depends on confidence in intent; exact gives most control.
Are search volume figures reliable?
Treat them as rough estimates.
How should keywords be grouped?
By meaning, with a matching landing page.
How is research kept current?
From the search terms report once ads run.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- Google Ads Help: About keyword matching options (opens in a new tab) — reviewed 2026-10-30
- Google Ads Help: About the search terms report (opens in a new tab) — reviewed 2026-10-30
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