PPC keyword research: How to build winning campaigns in 2025

If you launch a pay-per-click (PPC) campaign using a bunch of random keywords you think might work, will anyone click on your ad? Well, lemme ask you this: if a tree falls over with nobody to hear it, will it make a sound?

Technically, sure. The tree will make sound waves, but nobody will experience the impact.

When you use the wrong keywords for your PPC campaign, people will see your ads—but not the folks you want to get to click on them. You can’t expect your campaign to perform if your ideal audience doesn’t see it.

Instead, you need to create a solid foundation for your campaign with well-researched keywords to get your ads in front of the right eyes. This guide will teach you the basics of PPC ads, how to do PPC keyword research, and how to tweak your budget as you go.

What is PPC keyword research?

PPC advertising is the internet’s version of “you only pay when it works.” Every time someone clicks your ad—whether it’s on Google, social media, or a random website—that’s when you spend money.

But before you jump in and start throwing ads everywhere, you need to know about keywords.

Think of keywords as your treasure map. When you build an ad in Google Ads, you pick specific phrases that match what you’re selling. Google then plays matchmaker, connecting your ad with people searching those exact terms.

The real magic? It’s all about matching.

You’re aiming for two perfect matches (and yes, they both matter):

1. Message match: Your ads and landing pages need to feel like two parts of the same story. When someone clicks through, everything should make sense. (Trust us—this goes way beyond basic marketing rules.)
2. Audience match: Your ads pop up in front of people who actually care about what you’re offering. Better targeting = more clicks and real customers.

Here’s the scary part: pick the wrong keywords, and you might as well throw your money away. Your ads will look about as natural as a penguin in the desert.

Pro tip: Want to squeeze every drop of value from those keywords? Create a dedicated landing page for your PPC traffic. Your website’s great, but a focused landing page works even better.

How to do PPC keyword research for your Google Ads campaigns

Here’s how to do PPC keyword research in five easy steps:

1. Establish your PPC campaign objectives

First things first—define your campaign goals before you research a single keyword. You might already have them on hand. But if you don’t, consider:

• Conversion goals: What action do you want visitors to take to move down the conversion funnel?
• Metric goals: How many clicks or conversions do you want to gain in a set time?

These objectives help you understand your visitor’s search intent—the purpose people have in mind when they first click on your ad. When your keywords, your objectives, your visitors’ objectives are all aligned, everybody wins.

Take a look at this PPC ad and landing page from Webistry. Their client wanted to bring in new leads interested in buying a new house, so Webistry included the keyword “new house for sale” in their ad headline.

Plus, you’ll notice that the landing page copy aligns with those keywords. It mentions single-family homes and starting prices so customers know they’re in the right place. (It sounds simple enough, but marketers often get it wrong.)

2. Use PPC keyword research tools

You don’t have to guess at the right keywords until you get ‘em right. There are a variety of tools out there (both free and paid) you can use to aid you in building your keyword list, like:

• Ahrefs (Paid: $$$)
• Spyfu (Paid: $$)
• Keywords Everywhere (Paid: $)
• Google Keyword Planner (Free)

Each tool will show you metrics like search volume and estimated cost per click (more on that below), and each will also give you keyword ideas based on related keywords, long-tail keywords, what competitors are bidding on, and more.

Let’s quickly explore Google Ads Keyword Planner since it’s free and so many folks use it. After you click “Discover new keywords” on Keyword Planner’s main page, you’ll see this tool:

You can plug in keywords or a website, and Google Keyword Planner will give you some relevant keywords with estimated bidding costs and competition. Pretty neat, huh?

3. Look into keyword metrics

Speaking of bidding costs and competition, let’s talk about two important keyword metrics.

Not all keywords are built the same, even if they relate to your ad subject. You’ll have to look at monthly search volume and cost per click to determine their potential value and cost. Let’s break down these concepts:

• Monthly search volume: The number of keyword searches that happen each month. High-volume keywords give your ads more exposure, but they also give them more competition.
• CPC: Cost Per Click, or the cost you pay when someone clicks on an ad using that keyword. Keywords with higher CPC often work well, but, of course, they’ll cost you more. According to Statista, Canada has an average CPC of $0.57 and the United States has an average CPC of$1.05.

So, when you pick your keywords, you’ll want to find the right balance of volume and CPC to bring in clicks within your budget.

4. See what’s already working

While you rack your brain for PPC keywords, remember that you already have tons of inspiration available in your market.

Try checking what keywords your competitors use with one of the paid tools we mentioned above or Ahrefs’ quick and dirty Keyword Planner trick. Plug your competitor’s website into Keyword Planner, filter out their brand name, and snag some keywords from them. WordStream recommends using Google AdWords Auction Insights to see which keywords your competition uses.

You can also look for keywords in high-ranking content using a paid tool or some careful deduction. Search for your keyword as if you’re a visitor, then look through top-ranking pages for the major words and phrases they use. Pay extra attention to the headers and first few paragraphs—those are popular places to use keywords.

5. Target using your data

Now that you have your keywords, it’s time to learn how to target them at the best searches. Google AdWords (now called Google Ads) has three keyword match settings, as covered in a previous Unbounce PPC guide:

• Broad match: This default matching option targets ads at your exact keyword and any phrases related to it.
• Phrase match: Phrase match uses narrower targeting than broad match by matching phrases in the order you specify. For example, phrase matching “eat tacos” would bring back “how to eat tacos,” but not “what to eat with tacos,” or the alarming “what if tacos ate us.”
• Exact match: What it says on the tin. An exact match keyword will only target searches identical to it.

Generally speaking, you want to get more exact with your keyword matching as your customers go down the conversion funnel. As your leads get more specific with their searches, you should get more specific with your targeting.

How to build your keyword strategy

Ready to turn your keyword research into a real PPC campaign? Here’s the thing about keyword research: finding the terms is just step one. The real magic happens when you organize those keywords into a strategy that makes sense.

Creating your master keyword list

First up, you need to build your master keyword list. Think of this like creating a playlist—you want all your potential keywords in one place before you start organizing them into smaller groups.

Start by combining keywords from all your research sources:

• Keywords from your research tools
• Search terms from Google Analytics
• Competitor keywords you’ve gathered
• Related keywords and variations
• Long tail keywords that fit your goals

Pro tip: Create a spreadsheet with columns for search volume, cost per click, and search intent. This makes it way easier to sort and filter your keyword list later.

Sorting keywords into ad groups

Here’s where most PPC campaigns either shine or fall apart. Your ad groups need to be tight, focused, and super relevant to get the best quality score possible.

Picture this: You’re running a coffee shop. Instead of dumping all your keywords into one big group, you’d want separate ad groups for:

• Coffee beans (whole bean, ground coffee, arabica beans)
• Brewing equipment (french press, pour over, espresso machine)
• Ready-to-drink options (cold brew, iced coffee, lattes)

Each ad group should focus on keywords with similar search intent. This way, you can write ad copy that perfectly matches what people are looking for.

Quick tip: Keep your ad groups small and focused—aim for 10-20 keywords per group. Any more than that and you’ll struggle to write relevant ads that work for all the keywords in the group.

Adding negative keywords to your campaigns

Let’s talk about one of the most overlooked parts of PPC keyword research: negative keywords. These are the search terms you don’t want your ads showing up for.

Think about it: If you’re selling high-end coffee machines, you probably don’t want your ad showing up when someone searches for “cheap coffee maker under $20.” That’s where negative keywords come in.

Here’s how to build your negative keyword list:

1. Look at your search terms report to find irrelevant queries
2. Add obvious terms that don’t fit your business model
3. Include competitor brand names (unless you’re targeting them on purpose)
4. Add terms that indicate different search intent (like “free” or “DIY” if you’re selling premium products)

The more targeted your negative keywords are, the less money you’ll waste on clicks that never convert. Plus, your ad relevance scores will thank you for it.

Remember: Your keyword strategy isn’t set in stone. Keep an eye on your search terms report and regularly update both your keyword lists and negative keywords. PPC campaigns work best when they evolve based on real data from your target audience’s searches.

Want your ad groups to perform even better? In the next section, we’ll dive into some advanced keyword research techniques that can give you an edge over your competition.

Advanced keyword research techniques

You’ve got your keywords researched and organized. Your campaigns are running. Now it’s time to turn those good PPC campaigns into great ones with some advanced strategies that actually move the needle.

Using search intent for better targeting

The same keyword can mean different things to different people. Take “coffee maker” as an example:

• “How to use coffee maker” isn’t ready to buy
• “Best coffee maker 2024 reviews” shows clear buying intent
• “Coffee maker near me” needs location-specific ads

Match your ad copy and landing pages to the exact stage of the buying journey your keywords suggest. When you nail search intent, your conversion rates naturally increase.

Long-tail keywords vs broad match

Broad match keywords cast a wide net, while long-tail keywords work like a fishing spear. Both serve different purposes in your campaigns.

Long-tail keywords get less search volume but often convert better because of their specificity:

• Broad match: “coffee maker”
• Long-tail: “automatic pour over coffee maker under $200”

The long-tail version reveals exactly what the person wants, and these keywords usually cost less per click because fewer advertisers compete for them.

Competitor keyword analysis

Your competitors have already done tons of keyword testing. Learn from their work:

1. Use tools like Semrush or Ahrefs to see which keywords drive traffic to their sites
2. Look for gaps where they’re not advertising
3. Check which keywords they bid on consistently
4. Study their ad copy to understand their keyword strategy

Remember to look for ways to improve on their strategy rather than just copying their keyword list. You can use their current setup as a shortcut to get you started, but the goal shouldn’t be to blindly copy/paste their exact approach.

Optimizing your landing pages for PPC success

A stellar PPC campaign needs an equally strong landing page. Conversion-centered design makes the difference between clicks and customers.

Your landing pages need:

1. Message match: Your landing page should reflect your ad’s promise exactly. An ad for a “Free coffee guide” shouldn’t lead to an espresso machine sales page.
2. Clear call-to-action: Give visitors one obvious next step. Multiple CTAs create confusion and lower conversion rates.
3. Social proof: Include testimonials, reviews, or trust badges relevant to the specific keyword that brought visitors to your page.
4. A/B testing: Different keywords might need different landing page approaches. Test variations based on your traffic sources.

Our guide to conversion-centered design breaks down the exact process for building high-converting landing pages for PPC traffic.

After all, a high click-through rate means nothing without conversions. Focus on aligning your landing pages with keyword intent, and keep testing until your pages convert consistently.

Smart budget management for advanced campaigns

Your keyword choices affect more than just campaign performance—they shape your entire PPC budget. Advanced campaigns need smart budget management to stay profitable.

Start with Google Keyword Planner’s cost projections to map out baseline costs, but dig deeper into three key metrics:

1. Cost per click (CPC)
2. Cost per conversion
3. Overall conversion rate

A good PPC budget calculator helps you plan more accurately. Drop in your target metrics to see exactly what you’ll need to spend to hit your goals.

Then, set a weekly schedule to review your campaign costs. Look for:

• Keywords eating too much budget without converting
• High-performing keywords that need more budget
• Seasonal trends in keyword costs
• Competitor bidding patterns

The goal isn’t to spend less—it’s to spend smarter. Move budget away from underperforming keywords and into the ones driving real results. Your campaigns will naturally become more efficient over time as you spot and react to these patterns.

Pro tip: Keep historical data on keyword performance and costs. Monthly and quarterly reviews help you spot long-term trends that weekly check-ins might miss.

Common PPC keyword mistakes to avoid

Running PPC campaigns isn’t rocket science, but small mistakes can tank your results. These are the most expensive keyword research mistakes—and how to fix them.

Ignoring search intent signals

Too many marketers focus on search volume while missing the intent behind those searches. A keyword with lower search volume but higher purchase intent beats a high-volume keyword with no buying signals.

Common intent-related mistakes:

• Targeting informational keywords for sales pages
• Using the same keywords across different stages of your sales funnel
• Ignoring seasonal shifts in search intent
• Missing location-based intent signals

Fix this by mapping your keywords to specific stages in your customer journey. Your paid search campaigns will convert better when ads match user intent.

Poor keyword organization

Google Ads accounts fail when their structure looks like a junk drawer. Quality scores drop, ad relevance suffers, and you waste money showing ads to the wrong people.

Signs your keyword organization needs work:

• Stuffing too many keywords into one ad group
• Using the same keywords across multiple campaigns
• Mixing search intent within single ad groups
• No clear system for categorizing keywords

Create a clear organization system based on themes, products, or services. Each ad group should tell a cohesive story to both Google and your target audience.

Overlooking negative keywords

The fastest way to burn through your ad spend? Letting your ads show up for irrelevant searches. Your PPC campaign needs strong negative keyword lists from day one.

Watch out for:

• Brand names you don’t sell
• Related but irrelevant search terms
• Words indicating different price points
• DIY or free alternatives to your product

Review your search terms report weekly to catch and block irrelevant traffic before it eats your budget. Your quality score will thank you.

Chasing the highest search volume

High search volume feels exciting, but it’s often a trap. These keywords typically have:

• Higher costs per click
• More competition
• Lower conversion rates
• Less specific user intent

Focus on finding the right keywords for your specific goals instead of just picking the most popular ones. Sometimes a handful of targeted keywords outperforms dozens of broader terms.

Set-and-forget keyword management

PPC keyword research isn’t a one-time task. Your campaign needs regular maintenance to stay competitive and efficient.

Common oversights:

• Not updating keyword lists with new market trends
• Ignoring changes in search behavior
• Missing new keyword opportunities
• Keeping outdated negative keywords

Set a monthly calendar reminder to review your keyword strategy. Fresh keyword ideas and updated negative keywords keep your campaigns current and cost-effective.

Pro tip: Your PPC campaigns should evolve with your business. What worked last quarter might not work today, so stay flexible and keep testing new approaches.

Build a PPC campaign that actually converts

You’ve got all the pieces now—keyword research strategies, smart organization techniques, and budget management tips. But here’s what separates good PPC campaigns from great ones: what happens after the click.

Even the most targeted keywords and perfectly optimized ads need strong landing pages to drive conversions. Your PPC strategy is only as good as the experience you create for visitors who click through.

How Unbounce can power your PPC success

The most successful PPC marketers know a secret: you need different landing pages for different keywords and audiences. That’s where Unbounce comes in.

With Unbounce, you can:

• Create dedicated landing pages for each ad group
• Match your landing page copy to your ad keywords
• Test different messages for different audience segments
• Optimize your pages based on real PPC traffic data
• Launch and update pages quickly as you test new keywords

The result? Higher quality scores from better message match, lower bounce rates from targeted content, and most importantly—better conversion rates from your PPC spend.

Ready to transform your PPC keyword research into campaigns that actually drive business results? Start your 14-day free trial of Unbounce today and build landing pages that convert your PPC traffic into customers.

Remember: Great PPC campaigns don’t end with the click—they start there. Make sure you’re sending that hard-earned traffic to pages designed to convert.