Let’s be honest—if your Google Ads aren’t bringing in qualified leads, your campaign isn’t just underperforming—it’s wasting your money. And the main culprit? Poor keyword research.
Google Ads is a powerful tool for lead generation, but it’s not a magic wand. You need to know exactly what your audience is searching for and how to position your business as the solution. That’s where keyword research comes in.
In this guide, we’ll break down everything you need to know to master Google Ads keyword research and create campaigns that generate leads like a pro.
Why Keyword Research Is Crucial for Lead Generation
Keyword research is the foundation of any successful Google Ads campaign. Without the right keywords, you’ll either:
- Target the wrong audience and get zero results.
- Attract irrelevant clicks, wasting your budget.
For lead generation, it’s not just about getting traffic—it’s about getting qualified traffic. The right keywords ensure your ads appear in front of people who are actively looking for what you offer.
Step-by-Step Guide to Google Ads Keyword Research
1. Understand Your Audience and Goals
Before you even touch a keyword tool, you need to be clear on two things:
- Your Audience: Who are they? What problems are they trying to solve?
- Your Goals: Are you driving sign-ups, enquiries, or bookings?
For example, if you’re a landscaping business, your audience might be homeowners searching for “landscaping design services” or “garden maintenance near me.” Your goal could be to turn these searches into consultation bookings.
2. Start with Seed Keywords
Seed keywords are the foundation of your research. These are the basic terms your audience might search for when looking for your product or service.
How to generate seed keywords:
- Think about the problems your business solves.
- Use your website or landing page content for inspiration.
- Look at competitors’ ads and headlines.
Example for a lead generation campaign:
If you’re a mortgage broker, seed keywords might include:
- “mortgage advice”
- “first-time buyer mortgage”
- “mortgage broker near me”
3. Use Keyword Research Tools
Now it’s time to expand your list using tools like:
- Google Keyword Planner: The go-to tool for finding search volume, competition, and cost-per-click (CPC) data.
- SEMRush or Ahrefs: Great for competitive research and discovering related keywords.
- AnswerThePublic: Helps identify long-tail queries for more specific targeting.
Pro Tip: Don’t just look for high-volume keywords. For lead generation, long-tail keywords (e.g., “affordable mortgage broker for first-time buyers”) often convert better because they indicate high intent.
4. Prioritise High-Intent Keywords
Not all keywords are created equal. For lead generation, focus on transactional and commercial intent keywords—the ones that signal someone is ready to take action.
Examples of high-intent keywords:
- “buy,” “hire,” or “book” (e.g., “hire SEO consultant”)
- “near me” (e.g., “plumber near me”)
- Problem-solving phrases (e.g., “how to fix a leaking roof”)
Avoid purely informational keywords like “what is a mortgage,” as they’re unlikely to convert into leads.
5. Analyse Keyword Metrics
When evaluating keywords, pay attention to:
- Search Volume: How often people search for the term.
- CPC (Cost Per Click): Higher CPC can indicate keywords with strong commercial intent.
- Competition: Low-competition keywords are easier to rank for, but high-competition ones often deliver better leads.
Pro Tip: Balance high-intent keywords with lower competition for the best ROI.
6. Group Keywords by Campaign or Ad Group
Once you’ve built your keyword list, group them into tightly related clusters. This allows you to create targeted ad copy and landing pages tailored to each group.
Example for a real estate agency:
- Group 1: “buy a home,” “first-time home buyer tips”
- Group 2: “sell my house fast,” “real estate agent near me”
This structure ensures your ads are relevant, improving both click-through rates (CTR) and conversion rates.
7. Regularly Review and Refine Keywords
Keyword research isn’t a one-and-done process. Monitor your campaigns and look for:
- Underperforming Keywords: Pause keywords with low CTR or high CPC without conversions.
- New Opportunities: Use search term reports to identify new keywords you may have missed.
Pro Tip: Lead generation campaigns thrive on continuous optimisation, so revisit your keyword strategy monthly.
Common Mistakes to Avoid in Google Ads Keyword Research
- Ignoring Negative Keywords: Add irrelevant terms (e.g., “free,” “DIY”) to your negative keyword list to avoid wasting money.
- Targeting Only Broad Match: Use phrase and exact match keywords for more precise targeting.
- Overlooking Search Intent: Optimise for intent, not just volume.
FAQs About Google Ads Keyword Research
1. Why is keyword research important for lead generation campaigns?
Keyword research ensures your ads reach the right audience—people who are likely to convert into leads. Without it, you risk wasting money on irrelevant clicks.
2. How do I find high-intent keywords?
Look for keywords that indicate readiness to act, such as “hire,” “get a quote,” or “near me.” Use tools like Google Keyword Planner to refine your list.
3. What are negative keywords, and why do I need them?
Negative keywords prevent your ads from showing for irrelevant searches. For example, if you’re a paid service, you might exclude terms like “free.”
4. How often should I update my keyword strategy?
Review your keyword performance monthly and adjust your strategy based on search term reports and campaign results.
5. Should I prioritise long-tail or short-tail keywords?
For lead generation, long-tail keywords are often better because they attract highly specific, high-intent searches.
Ready to Turn Keywords into Leads?
Keyword research is the backbone of any successful Google Ads lead generation campaign. By targeting the right search terms, you’ll attract qualified traffic, lower your cost per lead, and maximise your ROI.
Need help optimising your campaigns? Check out our Lead Generation Services to create a strategy tailored to your business goals.
