If you are starting with Google Ads, one of the most important steps is keyword research. Without the right keywords, even the best ad copy and design will not bring results.
In this guide, we will explore everything about Google Ads keyword research in 2025. You will learn what it is, why it matters, and how you can find the best keywords for your business. By the end, you will feel confident about choosing keywords that actually drive clicks and sales.
Keywords are the foundation of any Google Ads campaign. If you are completely new, learn the basics of Google Ads here.
What is Google Ads Keyword Research?
Keyword research is the process of finding the words and phrases people type into Google when they are searching for products, services, or information.
In Google Ads, these keywords trigger your ads. For example:
- If you sell running shoes and target the keyword buy running shoes online, your ad will appear when someone searches for that phrase.
- If you target the wrong keyword like how to clean shoes, you may get clicks but not sales.
That is why keyword research is the foundation of every successful Google Ads campaign.
Why is Keyword Research Important in 2025?
Google Ads has changed a lot over the years. In 2025, AI and machine learning play a bigger role than ever. However, keywords are still the main way Google connects your ads with the right audience.
Here is why keyword research is important:
- Saves money → You avoid wasting budget on irrelevant clicks.
- Targets the right audience → You reach people who are ready to buy.
- Improves Quality Score → Good keywords improve your ad ranking and lower costs.
- Boosts conversions → Better keywords bring better leads and sales.
In short, keyword research helps you spend less and earn more.
Types of Keywords in Google Ads
When doing keyword research, it is important to understand the main types of keywords:
1. Short-Tail Keywords
- One to two words, like shoes or digital marketing.
- High search volume but also very competitive and costly.
2. Long-Tail Keywords
- Three or more words, like buy red running shoes online.
- Lower search volume but more specific and cheaper.
- Best for beginners because they attract ready-to-buy customers.
3. Branded Keywords
- Keywords with a brand name, like Nike shoes or Apple iPhone.
- Useful if you want to target customers looking for specific brands.
4. Competitor Keywords
- Targeting your competitor’s brand name, like Adidas running shoes.
- Can be effective but also tricky and sometimes expensive.
5. Negative Keywords
- Words you do not want your ads to show for.
- Example: If you sell luxury watches, you may add cheap watches as a negative keyword.
Using a mix of these keyword types will give you the best results.
How to Do Google Ads Keyword Research in 2025
Let’s go step by step so you can follow along.
Step 1: Understand Your Audience
Think about what your potential customers type into Google. Put yourself in their shoes.
- What are they looking for?
- What words would they use?
- Are they looking to buy or just researching?
Example: If you run a bakery, your customers may search for order birthday cake online instead of just cake.
Step 2: Use Google Keyword Planner
Google Keyword Planner is a free tool inside Google Ads. Here’s how to use it:
- Sign in to your Google Ads account.
- Go to Tools & Settings → Keyword Planner.
- Choose Discover New Keywords.
- Enter a product, service, or website.
- Get a list of keyword ideas with search volume, competition, and cost-per-click.
Focus on keywords that are relevant, have medium competition, and fit your budget.
Step 3: Check Search Intent
Search intent tells you why someone is searching. There are three main types:
- Informational → Just learning (e.g., how to bake a cake).
- Commercial → Considering options (e.g., best cakes in Delhi).
- Transactional → Ready to buy (e.g., order birthday cake online).
For Google Ads, focus mainly on commercial and transactional keywords.
Step 4: Analyze Competitors
Look at the keywords your competitors are using. Tools like SEMrush, Ahrefs, or Ubersuggest can help.
- Search your competitor’s website in the tool.
- Check what keywords they rank for.
- Use those keywords to inspire your own list.
Competing directly on expensive keywords may not be smart. Instead, find gaps where you can target less competitive but profitable keywords.
Step 5: Organize Keywords into Groups
Once you have your list, organize it into ad groups. For example:
- Shoes → buy running shoes, men’s running shoes, best running shoes
- Accessories → running socks, running caps, sports water bottles
This makes your ads more relevant and improves your Quality Score.
Once you find the right keywords, the next step is adding them into your campaigns. You can follow this guide to set up your first campaign
Tools for Google Ads Keyword Research in 2025
Here are some popular tools you can use:
- Google Keyword Planner (free)
- Ubersuggest (affordable and beginner-friendly)
- SEMrush (professional level)
- Ahrefs (great for competitor analysis)
- AnswerThePublic (finds questions people ask)
You do not need all of them. Start with Keyword Planner and one additional tool.
Common Mistakes in Google Ads Keyword Research
Many beginners make mistakes that cost them money. Avoid these:
- Choosing keywords that are too broad.
- Ignoring long-tail keywords.
- Forgetting to add negative keywords.
- Copying competitors blindly.
- Not updating keyword lists regularly.
Remember: keyword research is not one-time. Keep checking and updating.
Advanced Tips for Better Keyword Research
If you want to take it further, here are some pro tips:
- Use location-based keywords → best dentist in Mumbai.
- Target seasonal keywords → Valentine’s Day gifts.
- Add voice search keywords → where can I buy coffee near me.
- Use match types → Broad, Phrase, Exact, to control when your ad shows.
Example: Keyword Research for a Local Business
Imagine you own a small gym in Bangalore.
- Start with Google Keyword Planner → fitness classes Bangalore, yoga classes near me.
- Filter results → Focus on yoga classes in Bangalore instead of just yoga.
- Add negative keywords → free yoga classes (if you are paid only).
- Final keyword group → join gym Bangalore, personal trainer Bangalore, yoga classes in Bangalore.
This way, you avoid wasting clicks and target people who are ready to join.
Final Thoughts
Keyword research may sound complicated at first, but once you practice, it becomes easier. In 2025, the rules are simple:
- Choose keywords that match what people want.
- Balance between traffic and cost.
- Keep updating your list to stay ahead of competitors.
Now that you know how to do Google Ads keyword research, you can set up smarter campaigns that save money and bring real customers.
So tell me, what business are you planning to promote with Google Ads? If you try keyword research today, which keyword will you test first?