What Are the Best Keywords to Use in Google Ads?

Written By Daniel Barrios

Choosing the right keywords is the foundation of a successful Google Ads campaign. Whether you're running ads for a local service or an online store, targeting the best keywords helps you attract the right customers, reduce wasted spend, and increase conversions.

But what makes a keyword “the best”? In this blog, we break down everything small businesses need to know—from keyword types to tools and strategies—so you can launch smarter, more effective Google Ads campaigns.

Why Keywords Matter in Google Ads

Google Ads works on a pay-per-click (PPC) model—meaning you’re charged when someone clicks your ad after searching a relevant term (aka a keyword). That means choosing high-intent, relevant keywords can help you reach people who are ready to take action.

Keywords influence:

  • Who sees your ads

  • How much you pay per click

  • The quality of your leads

  • Your overall return on ad spend (ROAS)

1. Use Keywords That Match Your Customer’s Intent

The best Google Ads keywords are those that match what your ideal customer is actively searching for—especially when they're ready to call, buy, or book.

Some examples of high-intent keywords:

  • “emergency plumber near me”

  • “buy custom T-shirts online”

  • “Google Ads agency for small business”

These indicate a person is not just browsing—they’re ready to act.

✅ Pro Tip: Avoid overly broad keywords like “marketing” or “shoes.” They get traffic but lack buying intent.

2. Focus on Long-Tail Keywords

Long-tail keywords are longer, more specific search terms that typically have lower competition and a higher chance of converting.

For example:

  • Broad keyword: “photographer”

  • Long-tail keyword: “affordable wedding photographer in Austin”

While long-tail keywords get less traffic, the traffic is more qualified and often cheaper to target.

🔗 Learn more about long-tail keywords from Semrush, one of the industry’s most trusted SEO platforms.

3. Include Location-Based Keywords

If you’re a local business, using geo-targeted keywords ensures your ads show up for people near your service area.

Examples:

  • “Chicago personal injury lawyer”

  • “best HVAC repair Los Angeles”

  • “near me” or “[city] + service” combinations

This boosts your chances of showing up for local intent searches and works well with Local Services Ads or Search campaigns.

4. Use Google's Keyword Planner

Google’s Keyword Planner is a free tool that helps you discover relevant keywords, check monthly search volume, and estimate cost-per-click (CPC).

🔗 Try the Google Ads Keyword Planner here

When using Keyword Planner, look for:

  • High search volume

  • Medium to low competition (for better ROI)

  • Keywords closely aligned to your product or service

5. Avoid Negative Keywords

Just as important as choosing the right keywords is blocking the wrong ones.

Negative keywords are terms you don’t want your ads to show for. For example:

  • If you're selling premium furniture, you might exclude “cheap” or “free”

  • A plumber might exclude “DIY” or “how to fix...”

This helps filter out low-quality traffic and protect your budget.

🔗 Google's guide to using negative keywords explains how to add and manage them effectively.

6. Match Types Matter

Google Ads offers several keyword match types to control how closely a user’s search needs to match your keywords.

  • Broad match: Reaches the largest audience (least targeted)

  • Phrase match: Shows ads for searches that include your phrase

  • Exact match: Shows ads only for searches identical to your keyword

Starting with phrase or exact match helps improve quality and reduce irrelevant clicks.

7. Monitor & Optimize Weekly

Keyword performance is not “set it and forget it.” Monitor your campaign weekly to:

  • Pause underperforming keywords

  • Add high-converting search terms as new keywords

  • Update match types and bid strategies

  • Expand on what’s already working

Use your search terms report to discover real-world queries that are triggering your ads.

Final Thoughts

There’s no single “best” keyword for every business—but the best keywords for your business are the ones that match your offer, your location, and your customer’s intent.

By using keyword tools, understanding match types, and continuously optimizing, you can build campaigns that drive qualified traffic and real results.

Ready to Get Started?

Let us help you build a high-converting Google Ads campaign for your business.

👉 Contact us or schedule a free strategy call today.

Daniel Barrios
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How to Target Local Customers with Google Ads