Choosing keywords is not about collecting the largest possible list. It is about identifying the searches that are most likely to come from people who need your product or service—and can realistically become customers.
Good Google Ads keyword research connects customer intent, your offer, your service area and the landing page. This guide shows you how to build that connection.
1. Start with the customer and the offer
Write down the services you actually sell, the problems they solve, the locations you serve and the types of customers you want. A modular-kitchen company, for example, may want homeowners planning a new kitchen—not people looking for jobs, free design software or do-it-yourself tutorials.
2. Understand search intent
- Transactional / high commercial intent: “modular kitchen company Bangalore”, “book home interior consultation”. These searches can indicate a desire to contact or buy.
- Commercial investigation: “best modular kitchen designers”, “home interior cost Bangalore”. Searchers may be comparing options.
- Informational: “modular kitchen design ideas”, “types of kitchen layouts”. These searches are useful for education but may be further from a purchase.
- Navigational: Searches for a particular company or brand.
Intent is contextual. Review actual search terms and landing-page behaviour instead of assuming every query with “best” or “price” will convert.
3. Build keyword themes
Group keywords by service and intent. Do not put unrelated services into one ad group simply because they share a broad topic.
| Theme | Example searches | Relevant page |
|---|---|---|
| Modular kitchen | modular kitchen Bangalore; modular kitchen designers near me | Modular kitchen service page |
| Home interiors | home interior designers Bangalore; 2BHK interior design cost | Home interiors page |
| Wardrobes | custom wardrobe designers; sliding wardrobe Bangalore | Wardrobe service page |
| Consultation | home interior consultation; interior design quotation | Consultation / enquiry page |
These are example keyword ideas, not verified search-volume rankings. Validate demand, competition and forecasts in Keyword Planner for your target geography and account.
4. Add local modifiers carefully
For local businesses, location terms can help reveal intent: city names, neighbourhoods and “near me” phrases. A Bengaluru business may test relevant combinations such as “home interiors Bangalore”, “modular kitchen Whitefield” or “interior designers JP Nagar” only if it genuinely serves those areas.
Do not create location pages or target neighbourhoods that the business cannot serve. Use the location report after launch to see where ad interactions are coming from.
5. Understand broad, phrase and exact match
Google’s match types help control how closely a search needs to relate to your keyword:
- Broad match: Can reach searches related to the keyword’s meaning and intent. It offers reach but needs suitable bidding, conversion measurement and active search-term review.
- Phrase match: Reaches searches that include the meaning of your keyword, with additional words or context.
- Exact match: Offers tighter control around searches with the same meaning or intent, not necessarily only the identical typed phrase.
Match behaviour can evolve. Refer to Google’s official keyword matching guide for the current definitions and examples.
6. Use negative keywords to reduce irrelevant traffic
Negative keywords help prevent ads from showing for searches that are not relevant to your business. Potential exclusions for a paid interior-design lead campaign might include “jobs”, “vacancy”, “salary”, “course”, “training” or “DIY”—but only add them after checking that they do not block valuable searches.
Review the search terms report on a regular schedule. Add irrelevant queries as negatives, and look for new useful terms that deserve their own ad group or landing page.
7. Prioritise keywords with a simple scorecard
Assess each keyword against these questions:
- Does the search clearly relate to a service we sell?
- Does the wording suggest a customer is comparing providers or ready to enquire?
- Can we serve the location?
- Do we have a landing page that answers this search?
- Can the likely cost per lead fit the business economics?
Use Keyword Planner to review historical metrics and forecasts for your location, language and date range. Search volume and competition are estimates; they do not guarantee clicks or leads.
Common keyword research mistakes
- Choosing keywords only because they have high estimated volume.
- Mixing research, job-seeking and buying searches together.
- Ignoring negative keywords and search-term reports.
- Targeting locations outside the service area.
- Sending different service searches to the same generic page.
- Assuming exact match means only the exact spelling will trigger an ad.
Frequently asked questions
How many keywords should an ad group contain?
There is no universal ideal number. Keep the group focused enough that its keywords share a clear intent and the ads can speak directly to that intent.
Are high-volume keywords always best?
No. A smaller set of specific, relevant searches may produce better business outcomes than broad traffic with weak intent.
How often should I review search terms?
Review frequently after launch, especially while the campaign is learning what searches trigger ads. The right cadence depends on spend and traffic volume.
Turn keyword research into a lead-generation plan
Keyword research works best when it is connected to ad messaging, landing pages and conversion tracking. Digital Lekhana helps businesses build that complete search strategy. Explore Digital Lekhana and plan campaigns around the customers you want to reach.