Google Ads Keywords: How to Choose the Ones That Bring Customers

Poor keywords are the most common reason Google Ads wastes money. I show how to find keywords with buying intent, how match types work and why negative keywords matter just as much.

A Google Ads campaign stands on its keywords. If you pick words searched by the curious rather than by customers, you'll pay for clicks that never turn into enquiries. The good news: choosing keywords can be done systematically.

Look for intent, not volume

Not every search is equally valuable. Compare:

• “what is a heat pump” – the person is just learning
• “heat pump price” – they're comparing
• “heat pump installation [city]” – they're ready to order

A small business with a limited budget should start with buying-intent keywords: service + city, “price”, “order”, “book”, “repair”, “near me”.

Where to find keywords

• the Keyword Planner in Google Ads – ideas and approximate search volumes
• Google's search suggestions and the “People also ask” section
• the questions customers ask you on the phone and by email
• the search terms report in your existing campaigns

Match types

• Broad match – your ad can show for related searches too. It only works well with solid conversion tracking and smart bidding.
• Phrase match – the search must include the meaning of your keyword. A good compromise for most small businesses.
• Exact match – your ad shows for searches with the same meaning. The most control, less reach.

To start, I recommend phrase and exact match. Add broad match once you have dozens of conversions a month.

Negative keywords

Where you don't show matters as much as where you do. Typical negative keywords: “free”, “tutorial”, “DIY”, “job”, “jobs”, “second-hand”, competitor names or places you don't serve. Once a week, go through the search terms report and add anything unrelated to your offer.

Campaign structure

• Split keywords into small groups by topic (e.g. “installation”, “service”, “price”).
• Write an ad for each group that includes that keyword.
• Each group should lead to a page that answers exactly what the person searched for.

How to tell which keywords make money

Without conversion tracking you don't know which keyword brought a customer and which just spent your budget. First set up tracking for forms, calls and messages – more in Conversion tracking with GA4 and Meta Pixel. Then once a month, pause keywords that spend without results and strengthen the ones that work.

You'll find other common mistakes in Why Google Ads is wasting your money.

Want me to look at your keywords and search terms? Give me access through a free audit and within 48 hours I'll tell you where money is leaking.