Keyword research is the foundation of every successful digital marketing campaign. Without it, you're essentially throwing money at Google and hoping something sticks; with it, you can pinpoint exactly what your customers in Brisbane (and beyond) are typing into that search bar.
In this guide, we’ll walk through how to use the Google Ads Keyword Planner like a pro. Whether you're looking to launch your first Search campaign or just want to see what people are searching for in your local area, this tool is your best friend.
Before You Start: What You’ll Need
To follow this guide, you’ll need a Google Ads account. Pro Tip from the LMG team: You don't actually have to have an active, paying campaign to use the Keyword Planner. However, Google does restrict some of the data (showing ranges like '1k–10k' instead of '5,400') if you aren't spending money. Don't let that discourage you; the data is still incredibly valuable for planning.---
Step 1: Accessing the Tool
First things first, log into your Google Ads account at ads.google.com.Once you're in, look at the top menu bar.
- Click on Tools and Settings (usually represented by a wrench icon).
- Under the Planning column, select Keyword Planner.
Step 2: Choosing Your Starting Point
Click on Discover new keywords. You’ll see two tabs: "Start with keywords" and "Start with a website."- Start with keywords: This is best if you already have a few ideas (e.g., "Plumber Brisbane" or "Emergency hot water repair").
- Start with a website: This is a sneaky-but-effective trick! You can enter a competitor’s URL, and Google will scan their site to tell you which keywords it thinks are relevant.
Step 3: Setting Your Location (Crucial for Aussie Businesses!)
This is where most people get stuck, and honestly, the interface doesn't help. By default, Google often sets the location to "Australia" or even "Worldwide."If you’re a local Brisbane business, looking at national data is a waste of time. Competition in Sydney or Melbourne doesn't affect your local CPC (Cost Per Click).
- Click the location icon (it usually says "Australia" near the top left).
- Type in Brisbane, Queensland or your specific service area (e.g., "Gold Coast" or "Sunshine Coast").
- Click Target and then Save.
Step 4: Refining Your Search
Once you hit Get Results, you’ll be met with a massive table of data. It can feel overwhelming—bear with me, it gets easier.Look at the top of the results page. You’ll see a bar that says Language (ensure it's English) and Search Networks.
Pro Tip: Change "Google" to "Google and search partners." This includes sites like Gumtree or various search engines that use Google's tech. It gives you a broader view of the Australian market.Step 5: Understanding the Data Columns
Google gives you a lot of columns, but for a small business owner, only four really matter:- Avg. monthly searches: How many times people are searching for this exact term. (Remember, if you haven't spent money on ads yet, this might show as a range like 100–1k).
- Three-month change: Is this keyword trending up or down? Great for seasonal businesses (like aircon installers in October!).
- Competition: This refers to how many advertisers are bidding on this word. "High" means it's a popular choice for ads.
- Top of page bid (low & high range): This is the most important part for your budget. It tells you what local competitors are paying for a single click. In Brisbane, professional services like Law or Plumbing can have very high bids, so pay close attention here.
Step 6: Filtering for Quality
Google will suggest hundreds of keywords, many of which are useless. Use the Add Filter button (the funnel icon) to clean things up.I usually filter by:
- Keyword text: Does not contain [Brand Name]. You don't want to see searches for your competitors' names yet.
- Exclude Adult ideas: Keeps things professional.
Step 7: Grouping Your Keywords
Don't just look at the list and try to use everything. This is where most beginners fail. You need to group your keywords into "Themes."For example, if you're a gym in Fortitude Valley, you might have:
- Theme A: "Group fitness classes"
- Theme B: "Personal training Brisbane"
- Theme C: "24/7 gym access"
Google Ads works best when your ad matches the searcher's intent perfectly. If someone searches for "Personal training," and your ad talks about "Yoga classes," they won't click.
Step 8: Checking the Forecast
Once you’ve ticked the boxes next to the keywords you like, click Add keywords to create plan at the top.Now, on the left-hand sidebar, click Forecast.
This is a brilliant tool. It will show you a prediction of how many clicks and impressions you might get based on a specific daily budget.
Disclaimer: Google changes this interface constantly, so if it looks slightly different, don't panic. The logic remains the same: it's an estimate, not a guarantee. Use it to see if your $50/day budget is actually realistic for the keywords you've chosen.Step 9: Analysing Seasonal Trends
Look at the bar chart at the top of the results. In Australia, we have very specific seasonal swings.If you're a pool cleaner, you'll see a massive spike in September/October. If you're an accountant, June/July is your peak. Use the date range selector (top right) to look at the last 12 months or even the last 2 years. This helps you plan when to increase your ad spend and when to pull back.
Step 10: Exporting Your List
Found a great list? Don't leave it in the tool.- Click the Download icon in the top right corner.
- Choose .csv or Google Sheets.
Now you have a working document you can use to write your ad copy or even your website's blog posts. (Yes, Keyword Planner is a secret weapon for SEO too!)
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Common Mistakes to Avoid
- Ignoring "Low Search Volume": Sometimes a keyword with only 20 searches a month is incredibly valuable because it's highly specific. Don't chase big numbers only.
- Broad Keywords: Avoid bidding on just "Plumber." You'll get people looking for jobs, people looking for DIY tips, and people in other states. Use "Plumber Brisbane Northside" instead.
- Setting the wrong currency: Ensure your account is set to AUD. It sounds simple, but it happens more often than you'd think!
Troubleshooting
"I can't see the Keyword Planner!" If you just created your account, Google might have put you in "Smart Mode." This is a simplified version of Ads. Look for a "Settings" icon and click "Switch to Expert Mode." You need Expert Mode to access the full Keyword Planner. "The search volumes are all zeros." This usually happens if your location settings are too narrow (like a tiny suburb) or your keywords are too long and specific. Try broadening your location to "Greater Brisbane" to see if data appears. "Google says my account is 'Incomplete'." Google often forces you to enter billing details and create a "dummy" campaign before letting you access the tools. You can create the campaign and immediately pause it so you aren't charged.Next Steps
Now that you have your keywords, it's time to put them to work!- Draft your Ads: Use your keywords in the headlines of your ads.
- Check your Landing Pages: Make sure the keywords you found are also present on the page of your website you're sending people to.
- Monitor and Adjust: Keywords that look good on paper don't always convert. Check your results after 30 days.
Feeling a bit stuck with the technical side of Google Ads? It’s a lot to take in while running a business. If you’d rather have the experts handle the research and campaign management for you, we’d love to help.
Reach out to the team at Local Marketing Group: https://lmgroup.au/contact and let’s get your Brisbane business in front of the right people.