Is Keyword Research Still Needed for Google Ads

google ads campaign strategy google ads keyword research 2025 is keyword research still relevant keyword research for google ads performance max campaigns Jun 23, 2025

With the rise of AI search and Google’s shift toward keywordless campaigns, many marketers are asking: is keyword research still necessary for Google Ads?

This blog post breaks down what’s changed in 2025, what remains essential, and how modern marketers should approach keyword research to stay competitive in today’s AI-driven advertising environment.

Google Ads in 2025: A New Era of Keywordless Campaigns

Google Ads has evolved dramatically. New campaign types like Performance Max, Demand Gen, and AI Max(formerly Dynamic Search Ads) no longer require traditional keyword inputs.

This shift reflects broader changes in user behavior. People now use:

Voice search
AI-generated snippets
Conversational language powered by large language models (LLMs)

But despite these changes, one core principle remains: understanding user intent is essential to campaign success. And that begins with keyword research.

Why Keyword Research Still Matters

Here are two important statistics every advertiser should know:

65 percent of online purchase journeys start on Google or YouTube
Users aged 18 to 24 conduct more Google searches than any other age group

Even with the rise of AI and voice interfaces, people are still actively typing or speaking search queries into Google and YouTube. Ignoring keyword research means ignoring how real customers express their intent.

Google’s algorithm now emphasizes semantic meaning over literal matches, but it still relies on signals from advertisers, including:

Relevant keyword themes
Clear campaign structure
High-quality ad copy tied to user search behavior

Without keyword research, advertisers risk building campaigns on vague assumptions, leading to poor data and ineffective optimisation.

The Role of Keyword Research in AI-Driven Campaigns

Google’s keywordless campaign types include:

Performance Max
Demand Gen
AI Max

These campaigns are designed to be fully automated and easy to set up. But their performance heavily depends on existing conversion data and intent signals.

If you do not have well-structured Search or Shopping campaigns feeding accurate data into your account, these AI-powered campaigns will lack the insight required to deliver strong results.

👉The Future of Google Ads: Adapting to AI and Automation

Recommended Approach: Build from the Bottom Up

To get the most out of automation, start with a proven foundation:

Launch Search and Shopping campaigns focused on clear keyword intent
Track conversions meticulously to create high-quality signal data
Use this foundation to scale into Performance Max or Demand Gen campaigns

Without keyword-informed campaigns upfront, automation has nothing to optimise against.

How to Do Keyword Research in 2025

The days of SKAGs (Single Keyword Ad Groups) are over. In 2018, building a campaign with tightly matched exact keywords was a winning tactic. Today, it’s outdated.

Instead, focus on thematic targeting and broader match types, allowing Google’s AI to interpret meaning while maintaining strategic oversight.

Modern Keyword Strategy Best Practices

Select 1 to 2 long-tail broad match keywords per ad group
Build campaigns around Single Theme Ad Groups (STAGs)
Use broad match to generate search term data
Analyze your search terms report to extract high-performing exact match keywords

This approach balances discovery with control, allowing you to guide Google’s machine learning while still collecting granular keyword performance data.

When Exact Match Still Makes Sense

Exact match-only ad groups still have a role in very specific scenarios — particularly in niche B2B or highly specialized industries.

In these cases, exact match keywords offer:

Precise targeting
Better budget efficiency
Enhanced performance tracking

For most other verticals — including ecommerce, coaching, services, and lead generation — a hybrid approach works best:

Begin with long-tail broad match
Analyze performance metrics
Build exact match keyword lists over time based on real search data

Conclusion: Is Keyword Research Still Required?

Yes, keyword research is still essential in 2025. But it has evolved.

Today’s most successful Google Ads strategies rely on:

Keyword themes instead of isolated terms
Broad match for data discovery
Refinement through performance analytics
Automation supported by strong data foundations

Marketers who skip keyword research risk losing visibility, control, and measurable results.