Google Keyword Planner.
Find the phrases.
Plan the spend.
We group search terms, check demand and shape campaigns around realistic budgets.
Explore Google Keyword Planner (opens in a new tab)
Why it helps
- Estimates search demand for campaign ideas.
- Helps group keywords before buying ads.
- You can focus spend on searches that match your offer instead of broad, low-value traffic.
- Forecasts help set expectations before a new campaign launches.
Explore demand before writing the campaign
Keyword Planner helps us find search ideas and examine estimates for an advertising brief. We begin with the offer and the customer’s language, then set the relevant location and other research filters. That keeps the planning tied to the market the business can serve.
Group ideas by intent
A good keyword list separates research, comparison and enquiry intent. We remove unrelated meanings and group the remaining ideas into coherent messages. Those groups inform the ads and landing pages, so the visitor finds a page that continues the question behind the search.
Keep the forecast provisional
A forecast is a planning aid, not a promised result. Budget, competition, the advert and the destination page all affect campaign performance. We use the estimates to scope a test, then replace assumptions with actual search terms, qualified enquiries and cost data as the campaign runs.
Product reference: Google Ads: use Keyword Planner. Our approach above describes how we plan and evaluate the work.
