Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

23 questions on this page

How do I find keywords for Google Ads?

Start with the services you sell and how customers describe them, then use Google Keyword Planner, Microsoft Ads Keyword Planner, your website’s Search Console queries and competitor research. Prioritise high-intent terms such as "near me", "cost", "hire" and service-plus-location searches.

What are match types in Google Ads?

Match types control how closely a search must match your keyword. Broad match is the loosest and lets Google match related meanings; phrase match requires the meaning of your phrase; exact match targets searches with the same meaning as the keyword.

What is broad match?

Broad match shows your ads for searches Google considers related to your keyword, including synonyms and related topics. It can find new searches but can also waste budget. It works best with smart bidding, strong conversion data and regular negative keyword work.

What is phrase match?

Phrase match shows ads for searches that include the meaning of your keyword, with words possibly added before or after. It balances reach and control and is a sensible default for many small accounts.

What is exact match?

Exact match shows ads for searches with the same meaning or intent as your keyword, including close variants such as plurals and misspellings. It gives the most control and is ideal for your proven, best-converting terms.

Should I use broad match keywords?

Only with reliable conversion tracking, smart bidding and enough budget, and with weekly search term reviews. For small budgets, phrase and exact match usually give better control and less waste.

What is a close variant?

Close variants are searches Google treats as equivalent to your keyword, such as misspellings, plurals, abbreviations, reordered words and same-meaning phrases. They apply to exact and phrase match.

What are negative keywords?

Negative keywords stop your ads showing for searches you do not want, such as "free", "jobs", "course" or services you do not offer. They are one of the most effective ways to cut wasted spend.

What negative keywords should every account have?

Common ones include jobs, careers, salary, vacancies, course, training, free, DIY, how to, what is, cheap (if you are premium), and services or locations you do not cover. Build your own list from the search terms report.

What is a search terms report?

The search terms report shows the actual searches people typed before seeing or clicking your ads. It is the best place to find wasted spend and new keyword ideas, and should be reviewed weekly or fortnightly.

How do I find wasted spend in Google Ads?

Open the search terms report, sort by cost, and look for irrelevant searches with spend but no conversions. Add them as negatives. Also check locations, devices, networks and times with high cost and few conversions.

Why is Google showing my ads for irrelevant searches?

Usually because of broad match keywords, loose phrase match, AI Max or Performance Max expansion, or missing negative keywords. Review search terms, tighten match types and build negative keyword lists.

What are long-tail keywords in PPC?

Long-tail keywords are longer, more specific searches such as "boiler repair Chorley same day". They have lower volume but often higher intent, cheaper clicks and better conversion rates.

Should I target question keywords in PPC?

Usually not for lead generation, because "how to" and "what is" searches tend to be research rather than buying intent. Questions about cost ("how much does X cost") are the exception and can convert well.

How many keywords should a PPC campaign have?

Enough to cover the main ways people search for your service, often 20–150 for a small business campaign. Quality and relevance matter far more than quantity.

What are negative keyword lists?

Shared lists of negative keywords that can be applied to multiple campaigns at once. They save time and keep exclusions consistent across the account.

Can you add negative keywords to Performance Max?

Yes. Google now allows campaign-level negative keywords in Performance Max, as well as account-level negatives and brand exclusions. Search term insights help you decide what to exclude.

What are keyword match type best practices?

Use exact match for proven top performers, phrase match for core coverage, and broad match only where tracking and budget support it. Keep negatives up to date and avoid the same keyword competing in several ad groups.

What is keyword cannibalisation in PPC?

It is when several keywords, ad groups or campaigns in your own account compete for the same search, making performance harder to control. Use negatives and clear structure to route each search to the right ad.

How do I find what keywords competitors are bidding on?

Use the Auction Insights report to see which competitors appear alongside you, then tools such as Semrush, SpyFu or the Google Ads Transparency Center to see their ads. Keyword Planner can suggest terms from competitor websites.

What is keyword search volume?

Search volume is the average number of monthly searches for a keyword in a location. Keyword Planner gives ranges unless you are actively spending; actual impressions in your account are the most reliable guide.

What does "low search volume" mean in Google Ads?

It means Google judges the keyword to have very few searches, so it will not show ads for it until volume increases. Use a broader version of the term or rely on phrase or broad match variants.

What are "near me" keywords in PPC?

Searches such as "PPC freelancer near me" or "plumber near me". They show strong local intent, and Google uses the searcher’s location, so your location targeting and Google Business Profile matter more than the exact wording.

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