Google Keyword Planner: How to Maximize Your Google Ads Campaigns

If you want your Google Ads campaigns to perform well, the work starts before your ads go live. The keywords you choose shape how your budget is spent, who sees your ads, and what kind of return you get. That’s where Google Keyword Planner comes in.

This free tool is built into the Google Ads platform and gives you access to real data around search volumes, suggested keywords, competition levels and cost estimates. Used properly, it helps you avoid guesswork and build campaigns that focus on the terms people are actually searching for.

Here’s how to get the most from it.

Start with Core Keywords and Build from There

To begin, enter the main product or service you want to advertise. For example, a bathroom fitter in Birmingham might start with “bathroom installation” or “fitted bathrooms”. Google Keyword Planner will return a wide range of related search terms. These might include:

• “bathroom fitters near me”

• “walk in showers Birmingham”

• “bathroom installation cost”

Many of these terms won’t come up unless you search for them. Use this stage to build a broad list of ideas, then filter for relevance. Avoid generic suggestions with weak intent, such as “bathroom ideas” or “bathroom colours”, which are unlikely to convert.

Look at Search Volume and Seasonal Trends

Once you’ve found relevant terms, check how often they’re searched. High volume keywords can drive more traffic, but they often come with more competition and cost. Look for consistent monthly searches and avoid putting all your budget into terms that spike once a year unless they match a seasonal offer.

Google also shows you trends across the past twelve months, which helps identify whether a term is growing or falling in popularity. If a service is becoming more competitive, you may want to act quickly or shift focus.

Understand the Cost of Each Click

For every keyword, Google provides an estimated bid range. This shows what other advertisers are paying to appear at the top of search results. If a term shows high cost per click, it usually means there is strong commercial intent, but it can also eat through budget fast.

For example:

• “emergency plumber” might have a high bid range but often leads to immediate calls

• “cheap plumbers” may attract low-quality leads despite a lower cost

Use this insight to weigh cost against value. It’s often better to choose specific, lower-volume terms with strong intent than broad terms that are expensive but vague.

Group Keywords into Logical Themes

Keyword Planner also suggests ad group ideas. This is useful when you’re working with a large set of related terms. For example, if you’re running ads for a law firm, it might group keywords into areas like:

• “conveyancing solicitors”

• “family law advice”

• “no win no fee claims”

By structuring your ad groups this way, each set of ads can be tightly matched to the user’s intent, which usually leads to higher click-through rates and lower cost per conversion.

Break Down Data by Location and Device

If you serve specific areas or want to know how people search on mobile versus desktop, use the geographic and device filters. For example, a hair salon in Glasgow might find that most of their relevant searches come from within ten miles of the city centre and that 80 percent of users are on mobile. Knowing this helps you adjust bids by location and tailor your ads for smaller screens.

Use What You Learn to Shape Negative Keywords

Not every related term is useful. You may find search phrases that are too broad or linked to services you don’t offer. For example, a solicitor may want to exclude “legal jobs” or “free legal advice” if they only work with paying clients. Add these as negative keywords to avoid wasting spend on traffic that won’t convert.

If your campaigns are already running, this research is useful when reviewing search term reports. If they haven’t launched yet, this step helps you avoid problems from the start.

Build Campaigns with Confidence

Many advertisers guess their keywords, set a budget, and hope for the best. Keyword Planner takes the guesswork out of the process. It helps you focus your spend on the terms that matter and avoid spending money in the wrong places.

If you want support building a campaign around proper research, our Google Ads service includes full keyword planning, account setup and ongoing management. We’ll use the right tools from the start so your budget is spent where it brings value.