Search engine marketing

Google Ads keyword research: finding the right search terms

2 min lukuaika
Hakukoneoptimointi SEO hinta ja kuukausikulut Suomessa

Keyword research is Google Ads’ most valuable and most underrated groundwork. The wrong search terms burn the budget fast; the right ones bring leads. Let us go through how to tell them apart.

In brief

  • The free tool: Google Ads Keyword Planner.
  • You have to understand intent, not just volume.
  • Long-tail terms often convert better.
  • The match type matters as much as the term itself.

Start from intent

Before you look at a single number, think: what is the customer looking for? Are they buying, learning or comparing? Different intents call for different search terms.

  • Commercial intent — “buy”, “order”, “[service] price”
  • Comparison intent — “X vs Y”, “best X 2026”
  • Informational intent: “what is X”, “how do I X”
  • Navigational intent: branded searches

Tools

Match types in Google Ads – exact, phrase, broad
The match type matters as much as the search term itself.
  • Google Ads Keyword Planner — free, shows volumes and competition
  • Google Search Console: which search terms already bring traffic
  • Ahrefs, SEMrush, Ubersuggest: paid but more precise
  • Answer The Public — question-based searches

Match types: use them correctly

  • Exact match [car service Espoo]: precise, more expensive click, high intent
  • Phrase match “car service Espoo” — more flexible, wider reach
  • Broad match car service Espoo — broad, needs supervision

In a new campaign, start with exact and phrase match. Use broad match only once you have good negatives and Smart Bidding makes the targeting sensible.

Frequently asked questions

Google Ads keyword research and search intent
Keyword research is Google Ads’ valuable and underrated groundwork.

How many keywords in one group?

5–20 terms per ad group is good. Too many makes the ad copy irrelevant.

What are negative keywords?

Search terms your ad is NOT shown for. “Free”, for instance, if you do not sell anything free. A critical area of work.

How often should keywords be updated?

Check the search terms report weekly. New negatives keep appearing.

External sources:

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