Choose the Right Keywords for Google Search Ads

Find relevant keywords, choose terms based on customer intent, and add keywords and negative keywords to your Search Ad playbook.

1. Start With Customer Intent

Think about what someone would search when they're ready to use your service.

For example, a dance studio might target:

• dance classes near me
• dance classes in [city]
• adult dance classes [city]
• beginner dance classes [city]
• hip hop dance classes [city]
• dance fitness classes [city]

Focus on searches that show intent to take action, rather than broad topics.

For example:

Higher intent - adult dance classes Cincinnati

Lower intent - dance

Ask yourself: If someone searched this term, would they be a potential customer for this location?

2. Research Keyword Ideas

Use keyword research tools to find additional ideas and understand how people search for your products or services.

Google's free keyword research tool. Use it to discover keyword ideas and search volume.

A quick video walkthrough of how to use Google Keyword Planner.

Find keyword ideas, search volume, competition, and related terms.

You don't need to use every keyword a tool suggests. Use the results to build a list, then narrow it down based on your actual services and customer intent.

3. Choose Your Keywords

Before adding a keyword to your campaign, ask:

• Does this keyword describe what we actually offer?
• Would someone searching this term be a potential customer?
• Does it match the landing page?
• Does it show enough intent to be useful?
• Is it relevant to the location?
• Could it attract people looking for something we don't offer?

Keep your list focused. A smaller group of highly relevant keywords can make it easier to understand which searches are driving results.

Include Local Searches

For multi-location brands, include location-specific searches when relevant.

For example:

• personal training near me
• personal training in [city]
• personal trainer [city]
• beginner personal training [city]

4. Add Your Keywords in Flamel

Once you've created your keyword list:

1. Go to Google Ads > Playbooks > Create Playbook.
2. Complete the Basic Information and Campaign sections.
3. Navigate to Ad Group.
4. Enter your keywords in the Keywords field.
5. Make sure the keywords are closely related to the ad group and landing page.

Example

Ad Group: Adult Dance Classes

Keywords:

• adult dance classes [city]
• adult dance classes near me
• beginner dance classes [city]
• dance classes for adults

5. Add Negative Keywords

Negative keywords prevent your ads from showing for searches that aren't relevant to your business.

In the same Ad Group > Responsive Search Ad section, enter your negative keywords in the Negative Keywords field.

For example, a paid dance studio might exclude:

• free
• jobs
• careers
• dance teacher
• DIY
• competition

A useful test is: Would I want to pay for this person to click my ad? If not, consider whether the search should be excluded.

6. Review Before Launching

Before creating your playbook, make sure:

• Your keywords match the service
• Your keywords reflect customer intent
• Local keywords are included where appropriate
• Keywords match the landing page
• Broad or irrelevant terms have been removed
• Negative keywords have been added
• Your headlines and descriptions reflect your keyword themes

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