Caribe Car Rental
41%
more visitors from Google, in 6 months
“Their team started with a thorough analysis of our website and quickly came up with a clear strategy.”
Patrick DiepgrondCaribe Car Rental, Bonaire
Google Ads keyword research: only pay for the right clicks
Google Ads keyword research decides which searches your ad appears for, and so where your money goes. Because you pay per click, every keyword counts. Here you can read how to choose keywords for SEA, which match types there are and how negative keywords stop you paying for clicks that never turn into customers.
Why keyword research for SEA works differently
With keyword research for SEO you look for topics you want to rank for organically in the long term. Keyword research for SEA is about something else: which search terms bring in customers now, at a cost per click you can afford?
So it is not about the most popular keywords, but about the right ones. A keyword with high volume and little buying intent costs a lot and returns little. A smaller, more specific keyword can bring in your best customers. That is why, for SEA, you look not only at search volume but also at the cost per click (CPC), the competition and the chance that someone makes an enquiry or a purchase.
The best opportunities are often in longer, specific searches of three or four words, such as a service plus a location. Fewer people search for these, but whoever types them knows what they want. Fewer competitors bid on them too, so the click is often cheaper. You can read more about how Google Ads works in the explanation of SEA.
Good research pays for itself:
- A lower cost per click through sharper targeting.
- A higher Quality Score, so better positions for less money.
- More visitors who are genuinely ready to become customers.
- Less budget going to searches that have nothing to do with what you offer.
Search intent: which keywords should you choose for SEA?
| Example | Suitable for Google Ads? | |
|---|---|---|
| Informational | how to descale a boiler | Usually not: the person wants an explanation, not a business |
| Research | best combi boiler 2026 | Sometimes, with a good comparison page |
| Navigational | [brand name] login | Only for your own brand name |
| Transactional | boiler replacement near me | Yes: this is someone looking for a tradesperson right now |
Caribe Car Rental, Bonaire · website, SEO and Google Ads
- 41%more visitors from Google, in 6 months
- 26%more revenue in the first 3 months
- 7,8times back on Google Ads: every euro returned €7.80
How we approach Google Ads keyword research
- 01
Your audience's search intent
Before we look at keywords, we look at your customer. What do they want to solve, and what stage are they at? That way your ads match what people are really searching for and you avoid clicks on irrelevant searches.
- 02
Finding keywords
Using Google Keyword Planner, Semrush, Ahrefs and data from Google Ads itself, we look for the best balance between search volume, cost per click and relevance. We look at broad and niche opportunities, at competitors and at seasonal patterns.
- 03
Negative keywords
We draw up a list of terms your ad should specifically not appear for. That saves budget and makes your campaigns more relevant, which also helps your Quality Score.
- 04
Strategy and implementation
We group the keywords by theme and link them to campaigns and ad groups, so each ad fits the search exactly. You get a prioritised plan that balances reach, costs and conversions.
Match types: exact, phrase and broad
The match type determines how loosely Google may interpret your keyword. That has a big effect on your reach and on how much budget goes to irrelevant clicks. Most accounts use a mix: tight where the money is, looser where you want to discover new searches.
- 01
Exact match [like this]
Your ad only appears for searches with the same meaning as your keyword. Maximum control and few wasted clicks, but a smaller reach. Best for keywords with high buying intent.
- 02
Phrase match "like this"
Your ad appears for searches that include the meaning of your phrase, with extra words before or after it. A balance between control and reach, and suitable for scaling up campaigns.
- 03
Broad match
Google also shows your ad for related searches and synonyms. Good for discovering new opportunities, especially combined with Smart Bidding for conversions. There is a risk of irrelevant clicks, though, so keep a close eye on the search terms.
- 04
Negative keyword
The foundation of an efficient campaign. You exclude searches that do not fit what you offer. Note: negative keywords do not cover misspellings or plurals, so add those separately.
Negative keywords: where your budget leaks away
Without negative keywords, a large share of your budget can go on clicks that never deliver anything. A heating engineer advertising on "boiler" does not want to pay for someone searching for "boiler manual" or "boiler engineer jobs". By excluding terms like these, you make every click more valuable.
Negative keywords are not something you set once. The search terms report in Google Ads shows what people actually searched for before they clicked. By going through it regularly, you keep finding new terms to exclude.
You can add negative keywords at different levels: in a list that applies to the whole account, per campaign or per ad group. The last option is useful for steering which ad appears for which search, so your own campaigns do not bid against each other. Common candidates:
- Free, DIY, manual, second-hand.
- Jobs, course, training, salary.
- Places or regions where you do not work.
- Products or services you do not offer.
- Competitors' brand names, if you do not deliberately want to advertise on them.
What you receive
You get more than a list of keywords: a worked-out plan that gives your campaigns direction. Keyword research is part of every package when you outsource Google Ads, and it is kept up to date after that. You can see what the packages cost on the pricing page.
- A keyword report with search volumes, costs per click and competition.
- Recommended keywords per campaign, grouped by theme.
- A list of negative keywords to prevent waste.
- Advice on match types, ad groups and targeting.
- Recommendations for further optimisation.
What targeted campaigns delivered
Bloemenhuis Orchidee
118%
more visitors from Google, in 3 months
SEONetherlands
Frequently asked questions about Google Ads keyword research
What is the difference between keyword research for SEO and for SEA?
SEO keyword research focuses on organic rankings in the long term. Keyword research for SEA focuses on paid results that need to bring in customers now. That is why, for SEA, you also look at the cost per click, buying intent and negative keywords. A keyword that is interesting for SEO can be too expensive or too non-committal for Google Ads.
Which match type should I choose?
Start with exact and phrase match for the terms where people are closest to buying. That keeps you in control of your budget. Broad match is useful for finding new opportunities, especially if you measure conversions properly and use Smart Bidding. Always combine it with a good list of negative keywords.
Do negative keywords really make a difference?
Yes, they can make a big difference. Without exclusions, your ad also appears for searches that have nothing to do with what you offer, and every click on those costs money. By blocking those terms, your budget goes to people who can actually become customers. How much it saves varies by account and industry.
How often should you update your Google Ads keywords?
At least every quarter, and more often in a market that changes quickly or is strongly seasonal. It is best to review negative keywords regularly using the search terms report in Google Ads. There you can see what people actually searched for, and find new opportunities and new terms to exclude.
Which tools do you use for keyword research?
Google Keyword Planner, Semrush, Ahrefs and above all the data from Google Ads itself. Tools give an estimate of search volumes and costs per click. The real search terms and conversions from your account are the most reliable, because they show what your customers type in and what it delivers.
Can I use the same keywords for SEO and SEA?
Yes, but with a different focus. For SEA you mainly choose keywords with high buying intent that are profitable at their cost per click. Combining the two works well: Google Ads quickly shows which keywords bring in customers, and you can then focus your SEO content on those. That way the two strengthen each other.
How do you decide which keywords get priority?
We look at four things: search intent, cost per click, competition and the chance that a searcher becomes a customer. Keywords where someone is looking directly for a service or product come first. General or informational terms come later, or only when the budget and the figures allow it.
Read next
- Google AdsGoogle Ads management by someone you can simply callGoogle Ads management from €399 per month, cancel any month. Clear prices, monthly reporting and you speak to Dimitry himself. Request a free quickscan today.
- Google AdsSEA: get more out of advertising in GoogleSEA explained: how advertising in Google works, which strategy and campaigns suit you and what it costs. Including a free SEA check of your own ad account.
- SEOKeyword research: know what your customers search forKeyword research explained: what long tail and short tail keywords are, how to group keywords and what it costs to outsource the research to a specialist.
- PricingPricing for SEO, Google Ads and a websiteGrowetic pricing at a glance: SEO and Google Ads from €399 per month, a website from €699. Starting prices, and you can cancel the monthly plans each month.
Are you advertising on the right keywords?
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