Running Google Ads can be one of the fastest ways to generate new leads for your business. The challenge is making sure your ads appear for the right searches.
A lot of business owners think they should target the keywords with the highest search volume. In reality, that is not always the best approach.
The goal is not to get the most clicks. The goal is to get clicks from people who are actually looking for the services you offer.
Here are a few simple ways to find better keywords for your Google Ads.
1. Think Like Your Customer
Before you use any keyword tools, think about what someone would actually type into Google.
Imagine your water heater stopped working. You probably would not search for “water heater.”
You would search for something like:
- Water heater repair near me
- Emergency plumber
- Hot water heater repair
- Plumber open now
Think about the problems your customers are trying to solve, not just the name of your service.
2. Use Google’s Keyword Planner
If you have a Google Ads account, you already have access to Google’s Keyword Planner.
This free tool can show you:
- How often people search for certain keywords
- Related keyword ideas
- General competition levels
It is a great place to brainstorm ideas, but do not feel like you need to target every keyword it suggests.
Focus on the ones that closely match your services.
3. Include Your Location
Most local businesses want customers nearby, so your keywords should reflect that.
For example:
- Dentist in Tampa
- Roof repair Clearwater
- Med spa St. Petersburg
- HVAC company Brandon
Adding cities or neighborhoods can help you reach people who are ready to hire someone local.
4. Be Specific
Specific searches usually lead to better quality leads.
Instead of targeting:
- Dentist
Consider targeting:
- Emergency dentist
- Cosmetic dentist
- Teeth whitening
- Dental implants
The more specific the search, the better chance you have of matching someone who knows exactly what they need.
5. Don’t Forget Negative Keywords
Negative keywords tell Google when not to show your ads.
For example, if you only provide paid services, you may want to exclude searches containing words like:
- Free
- DIY
- Jobs
- Careers
- Salary
- Training
This helps reduce wasted clicks and keeps more of your budget focused on potential customers.
6. Check What People Are Actually Searching
Once your ads have been running for a while, review your Search Terms Report inside Google Ads.
This report shows the actual searches people typed before clicking your ad.
You may find great keyword opportunities you never considered.
You may also discover searches that are not relevant to your business. Those can often become new negative keywords.
Checking this report regularly is one of the easiest ways to improve your campaigns over time.
7. Remember That Keywords Are Only Part of the Equation
Choosing the right keywords is important, but they are only one piece of a successful campaign.
Your ads still need good headlines.
Your landing page needs to answer the customer’s questions.
Your website should make it easy for someone to contact you.
Even the best keywords cannot fix a confusing website or a poor customer experience.
Keep Testing
There is no perfect keyword list that works forever.
Search habits change, competition changes, and your business changes.
The best Google Ads campaigns are reviewed and adjusted regularly. Continue testing new keywords, removing poor performers, and paying attention to what your customers are actually searching for.
Small improvements over time usually lead to better results than trying to find one perfect keyword.
Need a Hand?
Finding the right keywords is something you can absolutely do yourself with a little research and ongoing testing. If you’d rather spend your time running your business instead of managing Google Ads, that’s exactly what we help our clients with.
Contact Digital Canvas Marketing if you’d like us to handle it for you. We’ll build and manage Google Ads campaigns designed to attract qualified leads while making the most of your advertising budget.