Google Ads Keyword Research in 2024: The 'High-Intent' Framework

Most advertisers start their keyword research in the wrong place: The Google Keyword Planner.

They type in a broad term like "software", sort by "Search Volume (High to Low)", and pick the biggest numbers.

• "Software" (100k searches/mo)
• "Business Tools" (50k searches/mo)

This is reliable way to bankrupt your account.

In 2024, Volume is Vanity. Intent is Sanity.

If you are selling B2B SaaS or High-Ticket Services, you don't need 10,000 clicks. You need 100 clicks from the right people.

This guide details the "High-Intent Framework" we use to build keyword lists that convert at 10%+, even if they show "0 search volume" in the planner.

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Part 1: The Four Tiers of Search Intent

Before you open a tool, you must understand the psychology of the searcher.

Tier 4: Informational (The "What is" Crowd)

• Query: "what is crm software", "how to manage leads"
• Intent: Learning. They have $0 budget. They are students, researchers, or entry-level employees.
• Action: NEGATIVE MATCH these terms. (unless you have a massive budget for "Brand Awareness").

Tier 3: Navigational (The "Login" Crowd)

• Query: "hubspot login", "salesforce support", "facebook ads manager"
• Intent: They already use a competitor. They are just trying to find the front door.
• Action: NEGATIVE MATCH terms like "login", "support", "jobs", "customer service".

Tier 2: Commercial Investigation (The "Comparison" Crowd)

• Query: "best crm for small business", "hubspot vs pipedrive", "crm pricing"
• Intent: They are in market. They are weighing options.
• Action: TARGET these. These are your "Battleground" keywords.

Tier 1: Transactional (The "Wallet Out" Crowd)

• Query: "buy crm software", "crm implementation agency", "hire salesforce consultant"
• Intent: They have a credit card in hand. They have a painful problem right now.
• Action: BID AGGRESSIVELY. These are your money makers.

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Part 2: The "Seed List" Method

Do not rely on Google to give you ideas. Google wants you to spend money, so it will always suggest broad, expensive terms. You must build your "Seed List" manually using Modifier Matrices.

The "Service" Matrix (For Agencies/Consultants)

Combine your Core Service + ** transactional Modifier**.

| Core Service | + | Modifier | = | Keyword | | :--- | :--- | :--- | :--- | :--- | | Google Ads | + | Agency | = | "google ads agency" | | PPC | + | Management | = | "ppc management" | | SEM | + | Company | = | "sem company" | | Paid Search | + | Consultant | = | "paid search consultant" | | Online Ads | + | Service | = | "online ads service" |

Why this works: People who type "agency" or "service" are looking to outsource. They have budget.

The "Software" Matrix (For SaaS)

Combine your Core Function + Software Modifier.

| Core Function | + | Modifier | = | Keyword | | :--- | :--- | :--- | :--- | :--- | | CRM | + | Software | = | "crm software" | | Sales | + | Platform | = | "sales platform" | | Lead | + | Tool | = | "lead tool" | | Pipeline | + | Solution | = | "pipeline solution" | | Contact | + | System | = | "contact system" |

The "Industry" Matrix (The Niche Down)

This is where the money is. [Service] for [Industry].

• "CRM for Real Estate"
• "CRM for Non-Profits"
• "Google Ads for SaaS"
• "PPC for Dentists"

These keywords often have low volume (10-50 searches/mo), but the Conversion Rate is often 15-20%. Own these verticals.

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Part 3: The "Zero Search Volume" (ZSV) Goldmine

When you paste niche keywords into Keyword Planner, Google will often show: "Avg. monthly searches: 0"

DO NOT DELETE THESE KEYWORDS.

Google's data is heavily sampled. "0" usually means "fewer than 10". If a keyword is hyper-relevant (e.g., "enterprise crm implementation for healthcare"), getting 3 clicks a year on that term could result in a $100k contract.

Strategy: Create a "ZSV" Ad Group. Dump all your hyper-specific, long-tail keywords there. Set them to Phrase or Broad Match. You will be surprised how many "0 volume" keywords generate conversions.

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Part 4: Mining "Search Terms" (The Feedback Loop)

Keyword Research allows you to start. Search Term Mining allows you to win.

Keywords are what you bid on. Search Terms are what the user actually typed.

The Weekly Routine

1. Go to Keywords > Search Terms.
2. Set date range to "Last 30 Days".
3. Sort by Impressions.

Look for:

• New Winners: Did someone type "crm for startups" and convert? You didn't have that keyword. Add it as a new keyword.
• New Losers: Did someone type "free open source crm"? Add specific negatives (free, open source).

This is how you expand your account. You let the market tell you how they search.

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Part 5: Competitor Keyword Research

Don't reinvent the wheel. Steal it. (Ethically).

Use "Keyword Planner" properly

1. Open Keyword Planner.
2. Select "Start with a Website".
3. Paste your Competitor's Landing Page URL.
4. Google will scan their page and spit out the keywords Google thinks are relevant to them.

This creates a list of keywords your competitor is likely optimizing for.

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Part 6: Negative Keyword Lists (The Shield)

Keyword Research is 50% finding what to target, and 50% defining what NOT to target. Before you launch, you must apply a Standard Negative List.

The "Cheapskate" List

• free
• cheap
• pro bono
• intern
• job
• salary
• resume
• sample
• template
• definition
• what is
• youtube
• pdf

Applying this list on Day 1 will save you thousands of dollars in wasted "Informational" clicks.

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Conclusion & Action Plan

Stop looking for "High Volume". Start looking for "High Intent".

Your Checklist:

1. Target Tier 1 and Tier 2 Intents first.
2. Build Seed Lists using Modifiers ("Agency", "Software", "For [Industry]").
3. Ignore "Low Volume" warnings in Keyword Planner.
4. Mine your Search Terms report weekly.
5. Apply Negative Keyword lists immediately.

Need a jump start? We have pre-built Keyword Lists for 50+ industries. Request a Custom Keyword Strategy.