Google Ads basics

How to Choose Keywords for a First Campaign

A first campaign should prioritize commercial intent, service fit, location relevance, and enough focus to make the data readable.

Start with buyer intent

Searches that include a service, location, urgency, or action often show stronger intent than broad informational searches. A first campaign usually benefits from staying close to purchase intent.

Avoid every possible keyword

More keywords do not automatically mean more opportunity. A broad list can spend money on searches that are hard to interpret or too far from the offer.

Group similar intent

Keywords in the same ad group should be similar enough that the ad and landing page can speak directly to the searcher.

Review real search terms

Keyword planning is only a starting point. Search term reports show what people actually typed and help refine the account.