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📖 weekly read ↓

Still Using Google Keyword Planner? Good, there's more...

The Problem

Google Ads has gotten smarter. But if you think keywords are dead, think again.

With AI-driven campaigns like Performance Max and broad match automation, it’s tempting to skip the keyword research phase entirely. But that’s a mistake—because keywords still reveal intent. And intent is what Google uses to determine who sees your ads and how much you’ll pay.

Why It Matters

Keywords are more than words—they’re indicators of motivation. A user searching “emergency plumber near me” has a different need than someone searching “how to fix a leaky pipe.” Keyword Planner helps you see:

• How often terms are searched
• What people near you are actually looking for
• The competitiveness (and cost) of those clicks

Even with AI, Google still needs a way to auction your ad in the right moment. Keywords help train that AI to know who you're best for.

How to Use the Keyword Planner (Basics)

Here’s how to get started:

• Step 1: Open Google Ads > Tools > Keyword Planner
• Step 2: Select “Discover new keywords”
• Step 3: Enter a few seed phrases based on your service or niche
• Step 4: Sort by Avg. Monthly Searches to find volume
• Step 5: Use Top of Page Bid (High range) to estimate what your competitors are paying

You still have work to do…

Even if your campaigns are on auto-pilot, you still need to train the system on what’s valuable. Keyword Planner helps you:

• Spot high-converting search terms
• Budget smartly by region or service
• Improve ROI by targeting user intent

But Here’s What Most People Miss…

Google recently rolled out local targeting tools within Keyword Planner, which provide hyper-specific cost estimates based on ZIP code, city, or even neighborhood.

In the PRO version, I’ll show you how I utilize this feature to compare bids between crowded markets, such as New Jersey, and low-competition regions like rural Idaho, and how that changes your ad strategy entirely.

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​Subscribe to get this PRO strategy straight to your inbox this week.