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Illustration: commercial keywords for Google Ads
Google Ads Advertising Setup

Google Ads Keyword Research

We research keywords for Google Ads so that your ads are shown to people ready to order, not just reading about the topic. We keep only commercial queries, choose match types and group phrases by topic. Each group gets its own ad and its own page, so a click more often ends in an enquiry.

What keyword research includes

Keywords decide who sees your ads at all. A mistake at this step costs the most: the budget goes on people who never meant to buy. We collect queries, keep only those with a purchase behind them and sort them by topic. Click an item to read more.

Collecting queries

We find all the wording customers use to search for your service or product
  • Keyword Planner

    We take queries and the cost-per-click forecast from the Google Ads Keyword Planner. It shows how often a phrase is searched and roughly what a click costs.

  • Site and competitors

    We look at the services and wording on your site and competitors’ sites. This uncovers queries that do not show up in the general list.

  • The customer’s language

    We follow how the customer speaks, not what the service is called in the price list. People search for “leaking tap”, not “plumbing works”.

Result: a full picture of demand.

Intent filtering

We keep queries with buying intent and drop informational, random phrases
  • Commercial queries

    We keep phrases with words like “order”, “price”, “near me”, “urgent” and specific service names. Behind them is a person choosing who to buy from.

  • Informational queries

    Phrases such as “how to do it yourself” or “what is” go to negative keywords. These people want instructions, not a contractor.

  • Match types

    For each phrase we choose phrase, exact or broad match. Broad match is only used together with a conversion strategy and lead tracking.

Result: budget only for those who buy.

Grouping by topic

We sort phrases into groups, each with its own ad and its own landing page
  • Groups by service

    Each service or product is a separate ad group. The query “pipe replacement” should not lead to an ad about boiler repair.

  • An ad per group

    For each group we write ads that contain words from the query. People see they have come to the right place and click more often.

  • A page per group

    Each group leads to a page about the right service, not the home page. This raises both the share of enquiries and the ad’s quality score.

Result: higher quality, lower cost per click.

Commercial and informational queries: the difference

The query text tells you why a person is searching. This decides whether a click brings an enquiry.

Informational queryCommercial query
Example“how to replace a tap”“tap replacement price”
What the person wantsTo figure it out aloneTo find a contractor or buy
Chance of an enquiryLowHigh
What we doAdd it to negative keywordsUse it in the campaign and write an ad for it

When keyword research is needed

Keywords are worth revisiting not only at launch. These are the situations where it gives a quick effect.

You are launching your first campaign

Without well-thought-out keywords a campaign shows for random phrases, and the first weeks of budget go on learning from mistakes.

Research before launch saves that budget: ads run on commercial queries from the start, and informational phrases are blocked from day one.

What you get before the start

  • A list of commercial queries
  • A cost-per-click forecast
  • A structure of groups by service
  • A starter list of negative keywords

Lots of clicks, few enquiries

A common cause is broad queries that show ads to people looking for information. They click, read and leave.

We go through the search terms report and separate phrases with enquiries from empty ones. Working ones stay, the rest go to negative keywords or are removed.

Signs

  • A high bounce rate
  • Queries with “how to” and “DIY”
  • Clicks but no calls
  • Broad match without lead tracking

You have added new services

A new service means new queries and new customer wording. If you just add them to a shared group, they mix with the old ones and the ads become vague.

We collect queries for each new service and move them into separate groups with their own ads and pages.

What we do

  • Collect queries for the service
  • Create a separate group
  • Write ads for it
  • Link it to the right page

The cost per click is rising

When one group holds different topics, the ad becomes generic, the quality score falls and Google charges more per click.

We rebuild groups by topic and make ads more precise. The quality score rises, and the cost per click drops for the same position.

What we look at

  • Keyword quality scores
  • How well the ad matches the query
  • Landing page relevance
  • Groups with mixed topics

The account was run before us

Accounts run for a long time without a system build up duplicates, conflicting phrases and queries without a single enquiry in months.

We check every keyword against the data: what brings enquiries, what wastes budget, what gets in the way of other phrases. What remains is a clean, clear structure.

What we find most often

  • Duplicates in different groups
  • Phrases without enquiries for months
  • Overly broad queries
  • No negative keywords

How we research keywords

Six steps: from collecting every wording to a structure where each phrase works towards an enquiry.

01

Services

We list the services and products to promote.

02

Collection

We collect queries in Keyword Planner, on your site and from competitors.

03

Selection

We keep commercial phrases and move informational ones to negatives.

04

Match types

We choose a match type for each phrase.

05

Groups

We sort phrases by topic and link them to ads and pages.

06

Review

After a week we check the search terms report and refine the list.

Who it is for

Keyword research is needed by everyone who advertises in search, but it shows most where demand is varied. Most often we work with:
Companies with a long list of services — each service gets its own queries and ads
New companies — a launch on commercial queries straight away, without losing budget
Local businesses — queries with “near me”, the district and the city
Online shops — queries by category and specific products
Those adding new services — new groups without mixing with old ones
Those whose ads have “burned” the budget — we remove phrases without enquiries and clean up the structure

What you get

You get a list of commercial queries sorted by topic: each group has its own ad and its own page. Informational and random phrases are blocked with negative keywords, and match types are chosen to suit the strategy. Ads are shown to people looking for a contractor, and the cost per click falls thanks to precise ads.

What to know before you start

A keyword list is never final: in the first weeks we always refine it using the search terms report
The advertising budget is paid to Google separately and is not included in the setup price
Keyword Planner volume and cost forecasts are a guide; real figures appear only after launch

Let’s find the queries that bring you customers

Keyword research is included in campaign setup and launch, and we prepare negative keywords together with it. The consultation is free: first we look at your services and niche, then we name the price and timeline.

All Google Ads services

Frequently asked questions about keyword research

  • How many keywords does a campaign need?

    Quantity is not the point. A few dozen precise commercial phrases sorted by topic are better than thousands of random queries in one group.

  • What are match types?

    The rule for how closely a person’s query must match your phrase. Phrase and exact match give control; broad match gives reach but needs a conversion strategy and negative keywords.

  • Should low-volume queries be used?

    Yes, if there is a purchase behind them. Rare but precise queries often bring the cheapest enquiries, because there are fewer competitors for them.

  • Can a competitor’s name be used?

    Technically yes, but it is often expensive and not always effective. We decide separately for each niche and only if it does not break trademark rules.

  • How do keywords differ from negative keywords?

    Keywords tell Google when to show your ads, and negative keywords tell it when not to. They only work together.

  • How do I know a phrase works?

    From lead tracking: we see how many enquiries each phrase brought and at what cost. Without tracking you only see clicks, and the conclusions are inaccurate.

  • How often should the list be updated?

    Weekly in the first weeks using the search terms report, then once a month. New services are added straight away, in separate groups.

Included in campaign setup and launch
25–185 €