Keyword research

Keyword research for paid is different from SEO keyword research. You're not optimizing for volume, you're finding intent-matched queries where you can profitably buy clicks.

The intent hierarchy

• Transactional: "buy X", "X near me", "hire X consultant", highest value
• Commercial: "best X for Y", "X vs Y", evaluation stage
• Informational: "what is X", "how does X work", mostly SEO, expensive paid
• Brand: your brand name or competitors', cheap, highest conversion

Focus paid budget on transactional and commercial. Informational is for content/SEO.

Tools

• Google Keyword Planner (free, built into Google Ads)
• Ahrefs, Semrush, for competitive research
• Search term report from your own campaigns, best source

The competitor angle

What keywords are your competitors bidding on? Their paid keywords reveal what's working in your space. Ahrefs and Semrush have paid-keyword intelligence.

Negative keywords

Just as important as positive keywords. Start with:

• "free" (tire-kickers)
• "jobs", "career", "salary" (not buyers)
• Irrelevant uses of your terms (e.g., if you sell "apple products", exclude "apple fruit")

Volume isn't everything

A high-volume generic keyword with 1% conversion costs more than a low-volume intent keyword with 10% conversion. Buy intent, not volume.

Geographic modifiers

For local services, "[service] + [city]" or "[service] near me" are usually the highest ROI keywords. Bid on them specifically.