Quick answer: Choose Google Ads keywords that show buying intent, group them by service and use phrase or exact match until conversion data builds.
Keywords are the foundation of a Search campaign. Choose well and you reach people ready to buy. Choose badly and you pay for curiosity.
Think about intent, not just topic
The same topic can come from very different people:
- “how to fix a leaking tap” — a DIYer. Unlikely to hire.
- “leaking tap plumber Wollongong” — someone looking to hire, in your area.
- “plumber salary” — a job seeker.
Keywords that include a service plus a location, urgency (“emergency”, “same day”, “24 hour”), or buying words (“quote”, “cost”, “near me”, “hire”, “book”) usually show the strongest intent.
Where to find keyword ideas
- Your customers’ words: how do people describe their problem when they call you?
- Google Keyword Planner: inside Google Ads under Tools. Enter your services and website to get ideas, search volumes and typical bid ranges.
- Google search itself: autocomplete suggestions and the “People also search for” section.
- Your search terms report once ads are running. Real searches are the best source of new keywords and negatives.
Group keywords tightly
Put closely related keywords together in one ad group, so the ad and landing page can match them. For example, an ad group for “hot water system replacement” shouldn’t also contain “blocked drains”.
Choose match types deliberately
- Exact match [hot water replacement]: shows for that search and close variants with the same meaning. Most control.
- Phrase match “hot water replacement”: shows for searches that include the meaning of the phrase.
- Broad match: shows for related searches. Can work well with Smart Bidding and strong conversion data, but needs careful monitoring.
Most small accounts start with exact and phrase match, then test broad match later. Read match types explained.
Keywords to avoid (or add as negatives)
- Job and training searches.
- “Free”, “DIY”, “how to” and “what is” (unless you sell training or information).
- Services you don’t offer, brands you don’t sell and areas you don’t cover.
Read negative keywords.
Start small, then expand
Begin with 10 to 30 strong keywords around your most profitable services. Once you see what converts, expand into related searches. A short list of the right keywords beats a long list of maybes.
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →