How to Do Google Ads Keyword Research in 2025: A Complete Guide
Nov 04, 2024
In this guide, we’ll walk through what Google Ads keyword research really involves, how to choose the best keywords, and how to test and refine them over time. The goal is simple: connect with the right users at the right moment, using data to drive smarter decisions.
Key Takeaways
- Keyword research is the basis for targeting the right audience and maximise ROI in Google Ads.
- Use tools like Google Keyword Planner and competitor analysis tools to build and refine your keyword list.
- Focus on long-tail keywords and match them to user intent for better conversion rates.
- Group keywords into tight ad themes to boost relevance and Quality Score.
- Regularly review performance data and add negative keywords to reduce wasted spend.
What Is Google Ads Keyword Research?
Google Ads keyword research is the process of identifying the search terms your target audience uses when looking for products or services like yours. These keywords determine when and where your ads appear in search results—and ultimately who sees them.
Unlike organic SEO, keyword research for Google Ads must factor in cost-per-click (CPC), match types, and user intent. You’re not just trying to rank—you’re paying for every click. That means the stakes (and the need for precision) are much higher.
The goal of this research is to find a balance between:
- Relevance: Are the keywords aligned with your product or service?
- Intent: Do they reflect a high likelihood of conversion?
- Competition: Are you realistically able to compete on these terms?
- Cost: Are the CPCs sustainable within your budget?
Getting this right means your ads show up for the right people—at the right time—with the highest chance of converting.
Key Changes in Google Ads Keyword Targeting
In 2025, Google continues to offer three keyword match types—broad match, phrase match, and exact match—but their functionalities have shifted. Familiarizing yourself with these changes is critical for effective campaign management. For detailed information, check out Google’s support page here.
👉 GGR25: How Google Ads Works – A Comprehensive Guide for 2025
How to Choose the Best Keywords for Google Ads
Choosing the right keywords starts with understanding what makes a keyword "valuable" in the context of paid search.
Here’s what to consider:
- Search Intent
Are users looking to buy, learn, or compare? Focus on commercial intent (e.g., “buy,” “hire,” “near me”) if your goal is conversion. - Match Types
Use a combination of: - Exact match for high-precision targeting
- Phrase match for moderate flexibility
- Broad match only when guided by strong negative keyword lists and enough data
- Search Volume vs. Relevance
High-volume keywords aren’t always best. It’s often smarter to go after lower-volume, more relevant terms that align closely with your offer. - Long-Tail Keywords
Targeting longer, specific phrases (e.g. “emergency plumber in Sydney”) often leads to higher intent and better conversion rates. - Keyword Grouping
Organise similar keywords into tightly themed ad groups. This improves ad relevance and increases Quality Score, which can lower CPC.
Step-by-Step Guide to Google Ads Keyword Research
Here’s a structured approach to conducting effective keyword research for your Google Ads campaigns in 2025:
- Brainstorm Relevant Keywords:
Start by listing keywords related to your business, products, and services. Think like your customer: what terms would they search for?
- Use Google’s Keyword Planner:
Leverage tools like the Google Ads Keyword Planner to explore keyword suggestions based on your ideas. This tool provides valuable data on search volume, competition levels, and cost-per-click (CPC).
- Analyze Competitors' Keywords:
Investigate the keywords your competitors are using. Tools like SEMrush and Ahrefs can reveal their strategies and help you discover high-potential keywords that you might have overlooked.
- Target Long-Tail Keywords:
Focus on long-tail keywords (typically three or more words) that often have lower competition and higher conversion rates. While they may attract fewer searches individually, they often capture more specific queries from users closer to making a purchase.
- Understand Search Intent:
It's crucial to recognize the intent behind search queries. Are users seeking information, looking to make a purchase, or comparing products? Aligning your keywords with user intent improves ad relevance and performance.
- Organize Keywords into Themes:
Group your keywords into thematic categories. This organization helps you create targeted ad groups, enhancing your Quality Score and boosting overall campaign success.
- Refine Your Keywords Regularly:
Keyword research is an ongoing process. Regularly analyze performance data to refine your keyword list. Focus on high-performing keywords while eliminating those that underperform.
How to Test and Analyse Keywords in Google Ads
Once your campaign is live, keyword research doesn’t stop—it evolves. Testing and analysing keyword performance helps you allocate budget more effectively and improve results over time.
Here’s how to do it:
1. Use Google Ads Reports
Monitor key reports like:
- Search Terms Report: See which queries are actually triggering your ads
- Keyword Performance Report: Track CPC, CTR, conversions, and Quality Score
2. Split-Test Ad Groups
Create variations of your ad groups using different keyword combinations. Compare results over time to see which ones convert best.
3. Use Negative Keywords
As you analyse your data, identify irrelevant queries and add them as negative keywords to improve targeting.
4. Pause or Adjust Poor Performers
If a keyword has a high cost and low conversion rate, consider:
- Pausing it
- Changing match type
- Moving it to a separate ad group with tailored copy
5. Use Experiments (Optional)
Run campaign experiments in Google Ads to A/B test two sets of keywords or bidding strategies in a controlled environment.
FAQ
What is the best tool for Google Ads keyword research?
Google Keyword Planner is the most commonly used tool because it provides search volume, competition, and CPC data directly from Google. Tools like SEMrush, Ahrefs, and Ubersuggest are also helpful for competitor analysis and keyword expansion.
How often should I update my Google Ads keywords?
You should review and update your keywords at least once a month. Regular updates allow you to remove underperformers, add new opportunities, and refine match types or intent targeting based on campaign performance.
Should I still use exact match keywords in 2025?
Yes, but with caution. Exact match keywords can improve targeting, but they now allow for some close variant matching. Combine them with phrase match and long-tail keywords to balance precision and reach.
What are long-tail keywords and why are they important?
Long-tail keywords are longer, more specific keyword phrases (usually 3+ words). They typically have lower competition and higher intent, making them ideal for capturing users who are closer to converting.
What’s the difference between keyword match types in Google Ads?
- Broad Match: Shows ads for loosely related queries.
- Phrase Match: Shows ads for queries that contain your keyword in order.
Exact Match: Shows ads for queries that are nearly identical to your keyword.
Using a mix of match types helps balance reach and control.