Three tests for each keyword
- Intent. Does the search show someone ready to hire or buy?
- Fit. Do you offer exactly this service in this area?
- Value. Could a customer from this search cover the click cost?
A keyword that passes all three earns a place. One that fails any of them wastes money, however much traffic it has.
Where keyword ideas come from
| Source | What it gives you |
|---|---|
| Your services list | The core terms for each service |
| Customer calls | The exact words buyers use |
| Keyword Planner | Volume and estimated click prices in your area |
| Search Console | Searches that already find your site |
| Search terms reports | Real searches from running campaigns |
PPC keywords differ from SEO keywords
SEO can target research questions and grow over time. PPC charges for every click, so it should focus on searches close to a purchase. "How do furnaces work" may suit a blog post. "Furnace repair near me" belongs in your ads.
Keyword signals of intent
- Action words like repair, install, hire, book or quote
- Urgency words like emergency, same day or 24 hour
- Location words like near me or your city
- Price words like cost or estimate, which show active shopping
Good example. An HVAC company builds ad groups for "AC repair," "AC not cooling" and "AC replacement cost," each with its own ad and page.
Bad example. The same company targets "air conditioning" on broad match and pays for clicks from students and DIY tinkerers.
Read what makes a keyword high intent. Our Google Ads management picks keywords by value, not volume.