How to Find Keywords for Google Ads in 2025 (Beginner’s Guide)
Oct 07, 2025If you’re trying to figure out how to find keywords for Google Ads in 2025, you’re asking one of the most important questions in digital advertising. Keyword research is the foundation of every successful search campaign—but it’s also one of the most misunderstood.
Google Ads has evolved significantly in the last few years, and so have the tools and strategies needed to find the right keywords. In this beginner’s guide, we’ll show you exactly how to research keywords, use Google’s Keyword Planner, and select the best starting terms to get the most from your ad budget.
Key Takeaways
- Google Ads match types now focus on user intent, not just exact keyword matches
- Broad match can be effective when paired with tight ad group themes and frequent search term audits
- The best keyword research process combines Keyword Planner with real-world data from your own campaigns
- High-converting keywords often have lower volume but higher buying intent
- Negative keywords are essential for cutting wasted spend—start using them early
- Always align your keywords with your landing page copy to improve Quality Score and conversion rates
- Search term audits every 72 hours help you refine and expand your best-performing keyword list over time
What Makes a Keyword “Good” in Google Ads?
Before diving into how to find keywords, it’s important to understand what makes a keyword effective in the first place. Not all keywords are created equal - especially in Google Ads, where every click costs money.
A good Google Ads keyword is one that strikes the right balance between relevance, intent, volume, and competition. Ideally, you want keywords that are closely tied to what you're offering, show signs of commercial intent, and have enough search traffic to matter - without being so competitive that they drain your budget.
Here’s what to look for when evaluating your keyword list:
- High Relevance: The keyword should clearly relate to your product or service. If a user clicks your ad, they should land on a page that delivers exactly what they searched for.
- Strong Intent to Buy: Prioritise terms that suggest the user is ready to take action, such as “buy,” “hire,” or “get a quote.”
- Manageable Competition: Look for keywords with decent search volume but not extreme competition—especially if your budget is limited.
- Conversion Potential: Some keywords drive traffic but don’t convert. A “good” keyword contributes to your goals, not just clicks.
When you’re trying to find good keywords for AdWords (now Google Ads), these four elements should guide every decision you make.
Step-by-Step: How To Find Keywords for Google Ads in 2025
Finding the right keywords for your Google Ads campaigns starts with having a clear process. Whether you’re building a new campaign or improving an existing one, follow these steps to uncover high-performing keywords that align with your goals.
Step 1: Open the Google Ads Keyword Planner
Log into your Google Ads account and click the wrench icon in the top right corner. Under “Planning,” select Keyword Planner. This is where you’ll begin your research.
Step 2: Use “Discover New Keywords”
Choose “Discover new keywords.” This tool lets you enter seed terms (words or phrases that describe your business), and Google will generate keyword ideas based on what people are actually searching.
Tip: Start with 5–10 core keywords related to your products, services, or customer pain points. Include both branded and non-branded terms.
Step 3: Review Search Volume and Competition
Google will generate a list of related keywords along with important data like:
- Average monthly searches
- Competition level
- Top of page bid range
Look for keywords with moderate to high search volume, low to medium competition, and reasonable CPC estimates based on your budget.
Step 4: Prioritise Buying Intent
Filter the keyword suggestions by commercial intent. Phrases like:
- “Buy [product] online”
- “Best [service] near me”
- “Affordable [service]”
suggest the user is close to making a decision.
Keywords like “how to” or “ideas for” may be better suited for content campaigns, not high-intent ads.
Step 5: Build Keyword Themes
Once you’ve selected promising keywords, group them into keyword themes — clusters of closely related terms that will each become their own ad group. This will improve your ad relevance and Quality Score.
Example:
Instead of creating an ad group with 20 unrelated keywords, split them into three focused ad groups like:
- “emergency plumbing services”
- “local plumber near me”
- “affordable plumbing repair”
Step 6: Add Keywords to Your Plan
Click the checkboxes next to the keywords you want to target and add them to your campaign plan. You’ll use these to build your ad groups and write more relevant ad copy later.
Using Match Types Strategically in 2025
One of the most confusing parts of Google Ads keyword targeting is choosing the right match type. In 2025, Google’s algorithms do more of the work interpreting user intent—but understanding match types is still essential for staying in control of your traffic and spend.
The Three Google Ads Match Types
Google offers three keyword match types:
- Broad Match: Reaches the widest audience by matching your keywords with related searches, including synonyms and loosely related terms.
- Phrase Match: Triggers your ads for searches that contain your keyword phrase (or close variations) in the correct order.
- Exact Match: Shows ads for searches that closely match the keyword—though Google still includes near variants and intent-based terms.
Why Match Types Work Differently Now
In the past, exact match meant exact match. Today, all three match types use machine learning to match ads based on the meaning behind the search—not just the literal text. For example:
- Exact match keyword: “holiday villas in Tuscany”
May trigger ads for: - “Tuscany holiday apartments”
- “holiday homes in Tuscany”
This isn’t necessarily a bad thing. Google’s algorithm is smarter than ever at detecting intent—but it also means broad match is much broader, and even exact match isn’t truly exact anymore.
How to Use Match Types for New Campaigns
If you're just starting out, here's a match type strategy that balances performance with control:
- Start with 2–3 Broad Match Keywords
Use broad match to give Google’s system room to learn. Make sure your conversion tracking is set up so it can optimise properly. - Run Search Term Reports Every 72 Hours
Review which actual searches are triggering your ads. This is crucial for identifying: - High-performing queries you can add as exact match
- Irrelevant terms you should add as negative keywords
- Add High-Performing Search Terms as Phrase and Exact Match
Over time, build out your keyword list by adding the best-performing queries in more restrictive match types to gain greater control and reduce wasted spend.
This hybrid approach lets you start broad, gather real data, then narrow down based on performance.
Search Term Audits: The Key to Long-Term Success
Even with strong starting keywords, your campaign will only succeed if you actively monitor which search terms are actually triggering your ads. That’s where search term audits come in—and in 2025, they’re more important than ever due to how broadly match types behave.
Why Search Term Audits Matter
Google doesn’t show your ads just for the keywords you entered—it matches them to what it thinks users mean. This means your ads may be triggered by:
- Irrelevant or low-intent searches
- Variants that don’t convert
- Valuable long-tail queries you hadn’t considered
Search term audits help you take control of your traffic, reduce wasted ad spend, and grow your high-converting keyword list faster.
How Often Should You Review Search Terms?
Run search term audits every 72 hours during the first 1–2 months of a new campaign. This gives you a steady stream of actionable data to:
- Add negative keywords that block low-quality traffic
- Promote high-performing queries to phrase or exact match
- Spot new keyword ideas that weren’t on your radar during initial research
Where to Find the Data
In Google Ads:
- Go to your campaign or ad group
- Click on the "Search Terms" tab
- Review impressions, clicks, conversions, and cost per conversion for each search term
- Mark underperformers as negatives and star strong performers for further action
Over time, this process helps you shape your keyword list around what’s actually working—not just what you guessed might work.
Tips for Choosing Keywords That Actually Convert
Finding keywords with traffic is easy. Finding keywords that convert? That’s where most advertisers struggle.
Here’s how to improve your chances of selecting the best Google Ads keywords from the start:
1. Think Like a Buyer, Not a Researcher
Put yourself in the mindset of someone ready to act. There's a big difference between someone searching:
- “best running shoes”
vs. - “buy running shoes online”
The second query shows clear commercial intent. Prioritise keywords that suggest urgency, purchase behaviour, or service needs—these are more likely to drive results.
2. Use Negative Keywords Early
Negative keywords stop your ads from showing for irrelevant or low-intent searches. Adding them from day one improves targeting and helps you avoid wasted clicks.
Example: If you sell new shoes, add “used” or “second-hand” as negative keywords.
Bonus tip: Keep refining your list as you complete search term audits.
3. Don’t Rely Only on High Volume
It’s tempting to target keywords with the highest monthly search volume—but they often come with high competition and low intent.
Instead, strike a balance:
- Medium-volume keywords with high intent
- Lower-volume, niche terms that convert well
- Broad match terms (initially) to test intent variations
Over time, you’ll build a keyword list that’s both scalable and profitable.
4. Match Your Keywords to Your Landing Pages
Once you’ve found high-performing keywords, use them on your landing page—in your headline, body copy, and even meta data. This improves ad relevance and Quality Score, which lowers your CPC and boosts conversions.
FAQ
How do I find the best keywords for Google Ads?
Use the Google Ads Keyword Planner to identify high-intent search terms related to your product or service. Start with broad match themes, review real search terms every 72 hours, and build out your exact and phrase match list based on what actually converts.
What is the difference between broad, phrase, and exact match keywords?
Broad match shows your ad for searches related to your keyword’s meaning. Phrase match narrows targeting to queries that include the meaning of your phrase. Exact match is the most restrictive but still shows for close variations of the keyword’s intent.
Are broad match keywords still worth using in Google Ads?
Yes, broad match keywords can work well when used in tightly themed ad groups and paired with regular search term audits. They allow you to discover valuable queries and convert faster if you have good negative keyword control.
How many keywords should I start with in a new Google Ads campaign?
Start with 2–3 broad match keyword themes per ad group, and let the data guide expansion. Focus on quality over quantity. Then add high-performing search terms as phrase or exact match keywords based on performance.
What is the best tool for keyword research in Google Ads?
Google’s Keyword Planner is the best starting point for keyword research within the Google Ads ecosystem. It gives reliable data on search volume, competition, and suggested bid ranges.
Should I add keywords to my landing page copy?
Yes. Including your top-performing keywords in your landing page copy improves ad relevance, increases your Quality Score, and can lead to lower CPCs and better conversion rates.
How often should I audit search terms in Google Ads?
You should audit your search terms every 72 hours, especially in the first 1–2 months of a new campaign. This helps identify wasted spend early and allows you to build a strong negative and converting keyword list.