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Suggested Keywords For Your Industry: Google Ads for Small Business

November 6, 2017 at 11:12 AM

For many small businesses, choosing the right keywords is the hardest part of managing local search engine optimization (SEO) or a paid search engine marketing (SEM) on Google Ads. With the right keywords, you’ll be able to drive high-intent consumers straight to your website or storefront and your business will thrive. With the wrong keywords, however, you’ll risk paying for clicks unlikely to yield a conversion and keywords far outside of your daily budget.

To help you choose the right keywords for your local business, we’ve put together keyword suggestions for the 29 local business types we see most commonly at Spatially. (Is your business type missing from this list? Shoot us an email, and we’ll send you a custom recommendation.)

While these keyword suggestions are a great starting place for your next Google Ads campaign, we encourage you to add your own to the list, choosing new keywords rooted in those attributes that make your business different from the generic business types we’ve identified. For example, we’ve identified a number of keywords that work for restaurants across the board, but your consumers probably aren’t searching for just any old restaurant. They’re looking for an Italian restaurant, a fast-food restaurant or the perfect restaurant for a date night. We recommend refining each of these suggestions to meet the individual attributes of your business that your customers know and love. To help you out, we’ve included a few “pro tips” for how you can customize your keywords after each set of suggestions.

We also included average keyword costs (how much Google charges advertisers each time a searcher clicks on an ad related to a certain keyword) to help you manage your advertising budget, although your actual costs may vary significantly. These averages are nationwide across the United States and will vary city by city. In general, businesses in highly competitive, densely populated areas can expect costs slightly above the nationwide average, while businesses in less competitive areas can expect lower costs.

And with that, here are our top Google Ads keywords suggestions for the following local business types. Click on the business type below that most closely matches your business to see your recommendations: 

Food and beverage:


Retail and consumer goods:

Services:


Can’t find your business type? Email us for a custom set of keywords.

(Last updated July 13, 2018)


Google Ads for Food and Beverage

Google AdWords suggested keywords for restaurants

Suggested keywords for bars

Keyword

Search Volume

Competition

Average Cost

bar

High

Low

$0.95

bars near me

High

Low

$3.12

best bars

Medium

Low

$2.13

dive bar

Medium

Low

$0.57

gastropubs

Low

Low

$0.06

local bars

Medium

Low

$1.28

local pubs

Low

Medium

$6.51

popular bars

Low

Low

$0.40

pub

High

Low

$2.81

pubs near me

Medium

Low

$2.21

sports bar

Medium

Low

$3.06


Pro Tip #1: Proximity is especially important for bars, given the desire to be able to walk back or take a short taxi drive after a couple drinks. Consider using your neighborhood in your keywords to capture consumers looking for bars in a specific area (e.g.: Bars in Capitol Hill, Bars near Golden Gate Park).

Pro Tip #2: Be careful what you wish for. While over 2 million people search for “bar” each month in the U.S., it is also a common word with multiple meaningsso your ad may or may not be relevant to a matched search string. We’d recommend keeping a close eye on your results to ensure that broader keywords do not bring down your ad’s relevance score and click-through rate.

Pro Tip #3: Consider bidding on keywords that make your bar unique. Many consumers have specific needs when it comes to bars and may search for phrases like “dog-friendly bars” or “sports bars.” By bidding on these relevant keywords, you’ll make your potential customer’s search that much easier.


Suggested keywords for coffee shops

Keyword

Search Volume

Competition

Average Cost

best coffee

Medium

High

$1.49

coffee

High

Low

$1.29

coffee near me

High

Low

$4.84

coffee shops

High

Low

$5.69

espresso

High

Low

$2.49

fair trade coffee

Medium

Medium

$2.66

farm direct coffee

Low

Low

$0.40

latte

High

Low

$5.47

local coffee shops

Medium

Low

$4.90

local tea shops

Low

Medium

$0.71

mocha

Medium

Low

$5.03

single origin coffee

Low

Low

$1.99

starbucks

High

Low

$0.22

tea

High

Medium

$2.08

tea shop

Medium

Low

$1.20

tea shops near me

Medium

Low

$1.07


Pro Tip #1: When it comes to coffee, consumers have a lot of options. Consider bidding on specific requests to make your coffee shop stand out from the rest (e.g.: “Coffee shops with wi-fi,” “organic farm direct coffee”).

Pro Tip #2: When looking at the average cost of a keyword, compare it to the average lifetime value of a regular customer, not the average transaction value. Spatially is designed to help you target potential frequent customersthose that live, work or shop in your area and may add your coffee shop to their regular commute.

 

Google Keywords for Food Trucks

Suggested keywords for food trucks

Keyword Search Volume Competition Average Cost
best food trucks Medium Low $0.73
downtown food trucks Low Low $0.68
food truck hours Low Low $0.23
food trucks near me High High $0.47
food trucks near me High Low $1.78

 

Pro Tip #1: With a mobile business like a food truck, location truly is everything. For best results, incorporate nearby locations and points of interest into your keywords by bidding on phrases like "food trucks near me," "food trucks in Ballard," or "food trucks by Pike Place Market." 

 

Suggested keywords for restaurants and food services

Keyword

Search Volume

Competition

Average Cost

breakfast spots

Low

Low

$4.80

cheap eats

Medium

Low

$1.94

date night restaurants

Low

Low

$1.98

diner

High

Low

$1.30

dinner theater

Medium

Medium

$1.39

eatery

Low

Low

$0.62

fast food

High

Low

$3.65

fine dining

Medium

Low

$4.72

food near me

High

Low

$3.61

gastropub

Medium

Low

$4.98

hamburgers

High

Low

$1.87

indian food

High

Low

$2.42

italian food

High

Low

$1.55

local restaurants

Medium

Medium

$2.26

lunch spots

Low

Low

$4.44

pizza

High

Medium

$3.77

places to eat near me

High

Low

$3.72

restaurants

High

Low

$2.19

restaurants near me

High

Low

$3.74

romantic restaurants

Medium

Low

$1.90

steakhouse

High

Low

$2.16

sushi

High

Low

$2.50


Pro Tip #1: Consumers typically have some idea of what kind of food they’re looking for. Modifying the keywords above with your specific type of cuisine (e.g.: Italian, Mexican, Indian) and popular menu items (e.g.: hamburgers, pasta, sushi) can help ensure that your ads are more relevant, thereby boosting your click-through rate and lowering your cost-per-click.

Pro Tip #2: If there are specific keywords you don’t want associated with your food, consider adding them as negative keywords by preceding them with a dash in the keyword selector. For example, a restaurant that doesn’t open until the afternoon might use “breakfast” as a negative keyword to avoid advertising to those looking for an earlier meal. Similarly, a fine dining establishment might use “cheap” or “fast” as a negative keyword to limit its reach to those looking for a full-service restaurant.

 

ads overwhelming

 

Google Ads for Retail

Google AdWords keyword recommendations for retail and small business

Suggested keywords for apparel stores


Keyword

Search Volume

Competition

Average Cost

apparel

High

Low

$1.30

boutique clothing

Medium

High

$0.64

children's apparel

Low

Medium

$1.16

clothing stores

High

Medium

$1.42

consignment stores

High

Low

$1.34

designer clothes

Medium

High

$1.52

dresses

High

High

$0.92

jackets

Medium

High

$1.38

kids' apparel

Low

High

$1.04

men's apparel

Medium

High

$1.66

outlet store

Medium

Low

$1.59

sportswear

Medium

Medium

$0.91

swimwear

High

High

$1.87

women's apparel

Medium

High

$1.26


Pro Tip #1: When it comes to clothing, consumers often search for their favorite brands. Consider getting in front of these high-intent searchers by bidding on any of the brand names you carry (e.g.: Ralph Lauren, Armani, Jimmy Choo, Adidas).

Pro Tip #2: If there are specific keywords you don’t want associated with your apparel, consider adding them as negative keywords by preceded them with a dash in the keyword selector. For example, a store that only sells women’s fashion may choose to include “men’s” as a negative keyword to avoid paying for searches it can’t fulfill. Likewise, a boutique clothing store may use “cheap” or “used” as negative keywords.

 

Suggested keywords for auto dealerships

Keyword

Search Volume

Competition

Average Cost

auto dealers

Medium

Low

$2.54

auto dealers near me

Low

Medium

$3.41

auto dealership

Low

Medium

$3.16

automobile dealers

Low

Low

$3.77

bmw dealership

High

Medium

$5.56

buy car

Medium

High

$5.43

car dealer

High

Medium

$4.10

car dealership

Medium

Medium

$4.19

car dealerships near me

High

High

$4.57

cars for sale

High

High

$2.21

cheap cars

Medium

High

$3.85

kia dealership

Medium

High

$9.59

local auto dealerships

Low

High

$2.40

local car dealerships

Low

High

$3.67

new cars

Medium

High

$4.35

subaru dealership

High

Medium

$8.05

toyota dealership

High

High

$7.74

used cars

High

High

$2.80

where to buy a car

Low

High

$3.77

 

Pro Tip #1: To maximize your results, pick keywords that indicate some level of purchase intent (e.g.: car dealership, cars for sale). Broader keywords, like “cars,” “trucks” and “sports cars,” have a high search volume, but likely come from consumers not yet ready to make a purchase or just browsing Google Images.

Pro Tip #2: Use negative keywords (keyword preceded by a dash) to filter out any searchers whose needs your dealership cannot meet. For example, if you only sell new cars, you may want to use “used” and “rental” as negative keywords to avoid paying for clicks that don’t represent your offering.

 

SEO and SEM keywords for local book stores 

Suggested keywords for book stores

Keyword Search Volume Competition Average Cost
antique book stores Low Medium $0.68
barnes and noble High Low $0.12
book shop Low Low $0.74
book store High Low $1.12
book stores near me High Low $1.93
books High Medium $0.64
bookstores Medium Low $0.89
children books Medium High $1.21
independent bookstores Low Low $1.22
indie bookstores Low Low $5.78
used book stores Medium Low $0.69

 

Pro Tip #1: Don't sell books online? Consider using negative keywords like "online," "Amazon," "Audible," "eBooks," and "audio books" to avoid bidding for searchers looking for an online alternative.

Pro Tip #2: If you have a few bestsellers that tend to fly off the shelves, consider bidding on these titles as well. If someone nearby is looking for Harry Potter and the Chamber of Secrets, you can make their search easier by letting them know you have this popular title in stock.

 

Suggested keywords for convenience stores

Keyword

Search Volume

Competition

Average Cost

7-11

High

Low

$1.59

7 eleven

High

Low

$1.12

ampm

Medium

Medium

$1.25

convenience store

High

Low

$2.49

convenience store near me

High

Low

$2.42

general store

Medium

Low

$0.55

general store near me

Low

Low

$1.91

local convenience store

Low

Low

$2.07

local stores

Low

Medium

$0.88

mini mart near me

Low

Low

$3.46

mini marts

Low

Low

$0.32

nearest convenience store

Medium

Low

$1.93

nearest store

Medium

Low

$2.60

neighborhood market

Medium

Low

$1.37

neighborhood store

Low

Low

$1.17

stores near me

High

Low

$1.73


Pro Tip #1: Consumers love convenience stores because, well… they’re convenient. They’re close enough where someone can run in for a single product, without going too far out of their way. Because of this, spatial and hyperlocal targeting are particularly vital to ensure that your advertisements only show to your nearest and most probable customers. With Spatially, you can target those who live, work or shop near your store to achieve this objective. Or, natively in Google Ads, you can draw a circle around the location of your store to target anyone currently within a 1-mile radius.

Pro Tip #2: In many areas, big chains like 7-Eleven and AMPM have become synonymous with convenience stores. Consider bidding on these brand names to redirect their customers to your neighborhood market.


Suggested keywords for electronic stores

Keyword

Search Volume

Competition

Average Cost

bestbuy

High

Medium

$0.05

buy video games

Low

High

$1.50

cell phone stores

Medium

Medium

$4.37

computer appliances

Low

Medium

$3.09

computer shop

Medium

Medium

$3.32

computer store

Medium

Low

$3.18

consumer electronics

Low

Low

$0.58

electronic stores

High

Low

$1.11

laptop shop

Low

High

$3.36

radio shack

High

Low

$0.82

shop electronics

Low

High

$1.86

tv store

Medium

High

$0.90

video game stores

Medium

Low

$1.30


Pro Tip #1: Pick keywords that signal high purchase intent to maximize your ad spend. If your store sells video games, it may be tempting to bid on “games,” but many of the people searching for this term may be looking for free online flash games and not the console games you sell. Modifying this keyword with “buy” or “shop” can help you save your impressions for higher intent consumers.

Pro Tip #2: Think about why consumers shop at your store to come up with unique, custom keywords. If many of your customers come for tech support, keywords like “computer repairs” and “data recovery” may prove valuable.

 

Local search advertising for grocery stores

Suggested keywords for grocery stores

Keyword

Search Volume

Competition

Average Cost

best grocery stores

Low

Low

$5.15

cheap groceries

Low

Medium

$1.93

groceries

High

Low

$4.23

grocery store

High

Low

$3.56

grocery store near me

High

Low

$3.01

local grocery stores

Medium

Medium

$3.12

local supermarkets

Low

Medium

$3.44

nearest grocery store

Medium

Medium

$4.51

nearest supermarket

Medium

Low

$2.72

neighborhood grocery

Low

Low

$6.90

organic grocery store

Medium

Medium

$3.26

supermarket

High

Low

$4.48

supermarket near me

High

Low

$3.86


Pro Tip #1: Many consumers search for specific grocery stores, particularly for the well-known chains. To redirect these consumers to your store, bid on the brand names of your competitors (e.g.: Albertsons, Safeway, Kroger, Whole Foods).

Pro Tip #2: Proximity is often the most important element in deciding which grocery store to go to. Capitalize on this importance by bidding on keywords related to your city and neighborhood (e.g.: grocery stores in Seattle, supermarkets in Queen Anne).

 

more than geofence

 

Suggested keywords for jewelry stores

Keyword

Search Volume

Competition

Average Cost

anniversary rings

Medium

High

$2.00

charm bracelets

Medium

High

$0.88

custom jewelry

Medium

High

$2.13

designer necklaces

Low

High

$2.23

diamond rings

High

High

$3.92

engagement rings

High

High

$5.59

gold bracelet

Medium

High

$1.89

inscribed jewelry

Low

High

$1.95

jewelers

Medium

Medium

$1.53

jewelers near me

Medium

Low

$2.74

jewelry

High

Medium

$1.62

jewelry cleaner

Medium

High

$0.52

jewelry modification

Low

Medium

$2.09

jewelry repair

Medium

Low

$3.05

jewelry stores

High

Medium

$2.00

jewelry stores near me

High

Medium

$2.12

local jewelers

Low

Medium

$2.72

local jewelry stores

Low

Medium

$2.52

master jewelers

Low

Low

$1.11

pendant necklace

Medium

High

$1.72

personalized jewelry

Medium

High

$2.22

promise rings

High

High

$1.27

ring cleaner

Low

High

$0.53

wedding bands

Medium

High

$2.59

wedding rings

High

High

$2.12

 

Pro Tip #1: Even though the average CPC for jewelry is relatively low compared to the potential profit margins, jewelry is one industry that sees a LOT of searches. This just means marketers have to do a little more work to ensure that they're getting in front of the right searches. Otherwise, they may find that they're hitting their daily budget before lunchtime. To help filter out searches you don't want to appear for, consider using negative keywords like plastic, toy, or children's (unless, of course, these are descriptive of your primary offering). Likewise, if you primarily sell rings, consider just bidding on narrow keywords "rings," "diamond rings," and "wedding rings" to avoid coming up for customers looking for something that you don't (currently) offer.

Pro Tip #2: Let your value proposition and unique differentiators shine through your keywords. If you specialize in custom designs or rare gemstones, bid on these keywords. The more specific you can get about your offering, the better conversion you'll see.

 

Suggested keywords for retail stores (general)

Keyword

Search Volume

Competition

Average Cost

art store

Medium

Medium

$1.30

best places to shop

Low

Low

$1.41

book store

High

Medium

$0.57

gift store

Low

Medium

$1.12

local retail stores

Low

High

$2.22

local retailers

Low

High

$1.46

nearest retail store

Low

Low

$1.52

retail

Medium

Medium

$1.70

retail shops

Low

Low

$1.94

retail stores

Medium

Low

$2.64

retail stores near me

Medium

Medium

$1.04

shoe stores

High

High

$0.97

shopping nearby

Low

Low

$1.47

shops near me

Medium

Low

$1.87

stores near me

High

Low

$1.73

thrift store

High

Low

$1.56


Pro Tip #1: While this category is a catch-all for retail stores that don’t fit into any of our other categories, we’d recommend appending each of these keywords with something unique about your products. Someone searching for broad terms like “stores near me” are likely just looking to kill time; but, consumers searching for more specific terms like “shoe stores” have the relevance and purchase intent you’re looking for.



Google Ads for Professional Services and Service Area Businesses (SABs)

Google AdWords keyword suggestions for lawyers, plumbers, and service area businesses

Suggested keywords for accommodations and hotels

Keyword

Search Volume

Competition

Average Cost

4 star hotels

Low

Low

$2.23

budget hotel

Low

Medium

$2.29

cheap hotels

High

High

$3.46

cheap hotels near me

High

High

$2.31

closest hotel

Low

Medium

$1.68

discount hotels

Medium

High

$3.08

hotels

High

Low

$3.03

hotels near me

High

Medium

$2.49

hotels nearby

Medium

Medium

$1.73

last minute hotels

Medium

High

$4.47

local hotels

Low

Medium

$2.03

luxury hotels

Medium

Low

$2.25

motel

High

Low

$1.82

 

Pro Tip #1: Regardless of whether your hotel advertising is locally bound, it’s often a good idea to bid on geo-targeted keywords that speak to consumers looking for hotels in your area. Bidding on relevant keywords like “hotels in Miami” or “hotels near the airport” can be a good way to highlight your hotel’s locality.

Pro Tip #2: Consider modifying the above keywords with attributes that speak to your hotel’s service. Consumers may be looking for very specific types of hotels, including “budget hotels,” “pet-friendly hotels,” “hotels with spas” and “hotels with business centers.” Bidding on these relevant, service-specific keywords will make their search for the perfect hotel easier.

 

Suggested keywords for accountants and tax professionals

Keyword

Search Volume

Competition

Average Cost

accountant

High

Low

$6.47

accountants near me

High

Medium

$9.73

accountants nearby

Low

Medium

$19.05

accounting consultant

Low

Medium

$6.71

accounting for startups

Low

Medium

$5.90

accounting outsourcing

Medium

High

$22.78

accounting services

Medium

Medium

$12.10

bookkeeping

High

Medium

$9.54

certified public accountants

Low

Low

$9.91

cpa firm

Medium

Low

$5.41

freelance accounting

Medium

High

$6.29

hire an accountant

Low

High

$11.34

local accountants

Low

Low

$5.73

local accounting firms

Low

Medium

$8.75

local cpa firms

Low

High

$6.16

part time accountant

Low

High

$4.51

personal accountant

Low

Medium

$6.34

small business accounting

Medium

High

$28.89

small business cpa

Low

High

$13.27

tax accountant

High

Medium

$6.52

tax consultant

Medium

Medium

$13.59

tax planning

High

Low

$3.83

tax preparation

High

Medium

$6.78

tax professional

Medium

Medium

$25.84


Pro Tip #1: While accounting-related keywords can get expensive, it’s important to note that cheaper keywords aren’t necessarily better. Even though the cost of “small business CPA” is twice that of “accountant,” you may find that “small business CPA” converts better as it speaks to a more specific request. Regardless of whether you opt for more specific (costlier) keywords or broader (cheaper) keywords, we’d recommend setting a daily budget of at least 5x your average cost-per-click in order to see tangible results.

Pro Tip #2: Consider using Google Ads’ age range filter to limit your advertising to those within your target age group. Broader searches like “accounting” and “finance” see a very high search volume, but many of these searches are from business students who may not be your target clients. Setting a minimum age of at least 25 will help ensure that you’re advertising to the people with the income or rank you’re looking for.

 

Suggested keywords for auto insurance agents

Keyword Search Volume Competition Average Cost
auto insurance High High $63.06
auto insurance agency Medium Medium $22.8
auto insurance quotes High High $58.62
best auto insurance companies Medium High $17.73
car insurance High High $62.63
car insurance quotes High High $76.92
geico car insurance Medium Medium $10.24
state farm auto insurance Medium Medium $7.84
where to get car insurance Low Medium $63.84

 

Pro Tip #1: There are many different types of insurance: Auto, boat, home, renter, health, life, travel. To eliminate wasted and costly clicks, consider adding negative keywords around the common types of insurance that your firm does not offer at this time.

Pro Tip #2: Insurance keywords in Google Ads are EXPENSIVE. To get a positive return on your ad spend (ROAS), you'll want to make every click count. This is where your targeting comes in: Use advanced demographic targeting to get in front of those (and only those) most likely to purchase your insurance. Such filters include census data around home ownership, income, and education.


Recommended Google AdWords keywords for barbershops and beauty salons

Suggested keywords for barbershops and hair salons

Keyword

Search Volume

Competition

Average Cost

barber shop

High

Low

$1.68

barber shop near me

High

Low

$1.96

barbershops

Medium

Low

$1.10

hair salon

High

High

$1.05

hair salons near me

High

High

$1.81

hair stylist

Medium

Medium

$2.04

hair stylist near me

Medium

High

$2.03

haircut

High

Low

$1.04

local barber shop

Medium

Medium

$1.07

local hair salons

Low

Low

$1.84

local hair stylist

Low

High

$1.14

 

Pro Tip #1: Many consumers have a preference for a particular hair salon. Consider bidding on your own branded keywords (the name of your salon) as well as the names of competitors with similar clientele.

Pro Tip #2: If your salon specializes in a particular area or hairstyle, consider bidding on those keywords as well to capture relevant, high-intent search traffic.

 

ads overwhelming

 

Suggested keywords for beauty and nail salons

Keyword

Search Volume

Competition

Average Cost

artificial nails

Medium

High

$0.41

beautician

Medium

Low

$4.78

beauty parlour

Medium

Low

$1.33

beauty parlour near me

Medium

Low

$1.44

beauty salon

High

Low

$1.54

beauty salon and spa

Low

Low

$1.40

best beauty salon

Low

Low

$1.71

best nail salon

Medium

Low

$1.51

bikini wax

High

Medium

$2.57

brazilian wax

High

Medium

$2.28

facial

High

Medium

$2.33

local beauty salons

Low

Medium

$1.37

local nail salons

Medium

Low

$2.25

manicures

Medium

Low

$4.78

nail and hair salon

Low

Medium

$1.00

nail extensions

Medium

Medium

$0.94

nail parlor

Low

Low

$1.42

nail parlour near me

Low

Low

$0.89

nail salon

High

Low

$1.16

nail salon and spa

Low

Low

$0.42

nail salons nearby

High

Low

$1.59

nearest beauty salon

Low

Medium

$2.00

pedicures

Medium

Low

$1.10

waxing

High

High

$1.31


Pro Tip #1: When it comes to beauty and skincare, consumers typically have a good idea of what they’re looking for going into a search. Make a list of your most popular packages and bid on those services (e.g.: "lash extensions," "sugaring," "mud mask," "air brush," "microblading") to capture service-specific searches.

Pro Tip #2: Avoid bidding on overly broad search terms, like “beauty” or “wax,” as these may have multiple meanings and lack purchase intent. Someone searching for beauty, for example, may be looking for do-it-yourself tutorials, while someone searching for wax may be looking for a candle-making kit.


Suggested keywords for childcare and daycare services

Keyword

Search Volume

Competition

Average Cost

cheap daycare

Medium

High

$2.63

child care

High

Low

$4.05

child care business

Low

Medium

$3.75

child day care

Medium

Medium

$4.62

childcare

High

Low

$5.05

day care center

Medium

Low

$4.08

daycare

High

Low

$3.58

daycare near me

High

Medium

$4.38

daycare programs

Low

High

$4.96

infant daycare

Medium

Medium

$4.63

local child care

Low

Medium

$4.75

local daycares

Low

Medium

$4.11

nearby daycare

Low

Medium

$4.05

toddler daycare

Medium

Medium

$4.46


Pro Tip #1: If your daycare center places a large emphasis on childhood development, consider bidding on more educational keywords, like “child learning centers,” “infant development centers,” “preschool” or “kindergarten prep.”

Pro Tip #2: Many working moms and dads are looking for a daycare center near their homes or on their daily commute. Consider limiting your local advertising to a small diameter around your store location or target your customers’ home and work locations using Spatially’s Active-Trade-Areas.

 

Google AdWords keyword strategy for doctors, therapists, and healthcare professionals

Suggested keywords for clinicians and healthcare professionals

Keyword

Search Volume

Competition

Average Cost

best primary care physician

Low

Medium

$4.31

cardiologist

Medium

Medium

$4.82

clinician

Medium

Low

$1.03

dermatologist

High

Low

$3.38

doctor

High

Low

$2.57

geriatric specialist

Low

Medium

$1.87

local physicians

Low

High

$2.53

mental health counselor

Medium

High

$6.74

obgyn

High

Low

$4.45

pediatrician

High

Low

$4.10

physical therapist

Medium

Medium

$6.26

physicians near me

Low

Medium

$3.74

plastic surgery

Medium

High

$4.93

primary care physician

Medium

Medium

$5.24

psychiatrist

Medium

Low

$3.13

sleep disorder specialist

Low

High

$3.22

therapist

High

High

$5.98

top doctors

Low

Medium

$1.55


Pro Tip #1: Enhance your local advertising campaign by geo-targeting keywords by appending the terms above with local modifiers like “physicians near me,” “local physicians” and “physicians in Boston.”

Pro Tip #2: Make your keywords as specific as possible to avoid bidding on terms you may not be able to service. For example, a children’s clinic may bid on “kids doctor” but not on the broader “doctor,” which could be used to search for a wide range of services beyond pediatrics.


Suggested keywords for dentists and orthodontists

Keyword

Search Volume

Competition

Average Cost

affordable braces

Low

High

$8.06

best dentist

Low

Medium

$8.63

cosmetic dentistry

Medium

High

$10.95

dental cleaning

Low

High

$7.31

dental implants

Medium

High

$10.27

dental surgery

Low

Medium

$6.36

dentist

High

Low

$8.62

dentist near me

High

Medium

$9.74

dentures

Medium

High

$5.13

family dentistry

Medium

Medium

$7.79

local dentist

Low

High

$8.67

nearest dentist

Low

High

$9.49

oral surgeons

Low

Medium

$5.21

orthodontic

Low

Low

$8.17

pediatric dentist

High

Medium

$6.80

teeth cleaning

Medium

High

$4.68

teeth whitening

High

High

$3.05


Pro Tip #1: While there are many different types of dental specialists, from periodontists to endodontists, don’t limit your keywords to your specific training as these specialized keywords receive very few monthly searches. Instead, bid on broader dental keywords and use your ad headline and description to make it clear exactly who you are and what you do.


Suggested keywords for education

Keyword

Search Volume

Competition

Average Cost

art classes

Medium

Medium

$3.48

best tutors

Low

Medium

$8.55

computer science classes

Low

Medium

$12.10

continuing education

Medium

Medium

$4.28

english tutor

Medium

High

$7.69

esl classes

Medium

Medium

$1.53

financial workshops

Low

Low

$3.57

how to learn english

Medium

Medium

$1.59

how to learn spanish

Medium

Medium

$2.39

language learning classes

Low

Low

$1.59

learn web design

Low

High

$14.77

math tutor

Medium

High

$8.73

parenting classes

Medium

High

$2.33

photography classes

High

High

$11.16

tutor

High

High

$9.16


Pro Tip #1: Modify the above keywords to fit your particular business. For example, a web design academy might bid on “web design classes,” “how to learn web design,” “learn web design” and “web design school.”

Pro Tip #2: Even though you may offer classes in art, mathematics or Spanish, be sure to append each of these keywords with something related to education (e.g.: “art classes,” “math tutor” or “Spanish language school”). Doing this will ensure that the people clicking on your ad are more likely to be looking for some form of education.

 

Google AdWords advertising for gyms and fitness centers

Suggested keywords for fitness centers and gyms

Keyword

Search Volume

Competition

Suggested bid

24 hour fitness

High

Low

$0.56

anytime fitness

High

Low

$0.72

athletic club

Medium

Low

$1.12

cheap gyms

Low

Medium

$2.41

closest fitness center

Low

Medium

$2.96

closest gym

Low

Medium

$2.41

crossfit

High

Low

$1.84

crossfit locations

Low

Low

$4.78

cycling class

Medium

Medium

$3.00

endurance training

Low

Low

$2.66

fitness boot camp

Low

High

$3.65

fitness center

High

Low

$2.70

fitness center near me

High

Medium

$3.36

fitness classes

Medium

Medium

$3.10

group fitness classes

Low

Medium

$2.95

group workouts

Low

Low

$3.35

gym

High

Low

$2.31

gyms near me

High

Medium

$3.08

hot yoga

High

Low

$1.63

local fitness centers

Low

Medium

$2.46

local gyms

Medium

Medium

$2.78

nearest fitness center

Low

Medium

$2.95

nearest gym

Medium

Medium

$2.67

orange theory

High

Low

$0.54

personal trainer

HIgh

High

$4.68

personal training

Medium

High

$3.59

pilates

High

Low

$2.25

strength training

Medium

Low

$2.56

workout classes

Low

Medium

$3.03

yoga classes

Medium

Medium

$2.47

yoga studio

High

Low

$2.76


Pro Tip #1: As you can see from the diversity of keywords above, fitness is a very big industry. Unless your gym is a one-stop-shop, consider bidding on highly specific keywords to limit your advertising to those most likely to be interested in your specific services. For example, a yoga studio will see higher conversion from terms like “yoga classes” and “hot yoga” than it will from broader terms like “fitness classes.”

Pro Tip #2: Consider bidding on your competitors’ gym names, as well as those of the nationwide franchises (e.g.: 24-Hour Fitness, Anytime Fitness, Orange Theory). These branded search terms are often very cheap and are bound to capture high-intent traffic. Showing your ad to these searchers will give you the opportunity to steal some of your competitor’s clients or fansespecially if your gym is closer to their home locations than the competitor they’re looking for.

Pro Tip #3: Check out our Ultimate Guide to Fitness Marketing in Google Ads. :-) 

 

more than geofence 

Suggested keywords for home insurance agents

Keyword Search Volume Competition Average Cost
allstate home insurance Medium Medium 8.68
amica home insurance Medium Medium 11.22
best home insurance companies Medium High 18.29
compare home insurance Low Medium 26.96
geico home insurance High Medium 7.71
home insurance High High 37.02
home insurance agency Low Low 17.96
home insurance companies Medium High 26.95
home insurance quotes High High 41.2
homeowners insurance High High 43.89
progressive home insurance High Medium 5.77
where to get home insurance Low High 7.62

 

Pro Tip #1: There are many different types of insurance, including renter, homeownership, travel, health, and auto. To avoid your keywords matching for insurance types you don't offer, consider adding negative keywords around these other types.

Pro Tip #2: To make the most of your ad spend, consider targeting only homeowners in your area. This can be achieved using Custom Audiences and geodemographic segmentation. By filtering out residential offices and apartments/renters, you'll likely see much greater conversion and ROI.

 

Suggested keywords for lawn care and landscaping services

Keyword Search Volume Competition Average Cost
landscaping High Low $3.32
landscaping companies near me High Low $4.46
landscaping services Medium Medium $4.63
lawn care High Medium $9.93
lawn mowing service High Medium $5.31
lawn pest control Medium High $11.93
lawn treatment service Medium High $9.98
local lawn services Low High $6.46
outdoor pest control Low High $12.51
yard care Low Medium $7.44
yard maintenance Medium High $7.09

 

Pro Tip #1: There's no reason to bid on those looking to DIY. Filter these consumers out of your targeted audience by adding negative keywords around terms like "tips," "ideas," "videos," and "tutorials." Also consider filtering out those looking for lawnmowers or other equipment with negative keywords like "new," "used," "buy," and "rent."

Pro Tip #2: Looking only for homeowners with yards? Use Spatially's Custom Audience option to filter out renters and commercial spaces. You can even specify income levels or household values to reach households with a greater budget for lawn care and water features.


Local search advertising for lawyers and law firms

Suggested keywords for lawyers and law firms

Keyword

Search Volume

Competition

Average Cost

accident attorney

Medium

High

$174.21

accident lawyer

High

High

$165.24

affordable lawyers

Low

High

$4.40

attorney

High

Low

$6.36

bankruptcy lawyers

High

High

$24.88

best lawyers

Medium

Low

$6.91

car accident attorney

Medium

Medium

$191.38

car crash lawyer

Low

Medium

$138.89

civil litigation lawyer

Medium

Medium

$11.92

corporate law

Medium

Low

$13.29

criminal law

High

Medium

$38.79

disability lawyers

High

High

$15.93

divorce lawyers

High

High

$24.25

family law

High

High

$15.40

immigration lawyer

High

Medium

$10.23

injury lawyer

High

High

$101.33

intellectual property lawyer

Medium

Medium

$10.14

ip lawyer

Low

Medium

$10.14

labor lawyers

Medium

High

$8.77

law firms

High

Low

$8.12

lawyer

High

Medium

$6.53

lawyers near me

High

High

$6.08

local attorneys

Medium

High

$5.27

local law firms

Low

Medium

$7.46

local lawyers

Medium

Medium

$6.62

malpractice lawyers

Medium

High

$34.71

personal injury lawyer

High

High

$120.09

personal injury settlements

Low

High

$14.31

social security lawyer

Medium

High

$12.91

tax lawyer

Medium

High

$87.05

top lawyers

Low

Low

$8.71

workers comp lawyer

High

High

$55.72

workers compensation lawyers

Medium

High

$59.87


Pro Tip #1: Law-related Ads keywords can get expensive, thanks to the highly competitive nature of the industry. And even though a single new client can make a month of advertising worth the cost, it’s hard not to get sticker shock looking at the average costs above. To help optimize your budget and keywords, we’ve put together a few bidding strategies for your consideration:

  • Target cheap, broad keywords. In general, the broader the keyword, the cheaper the cost. By bidding on broad keywords like “attorney” and “lawyer,” you can often get 10x the number of clicks as you would investing the same budget into highly specific keywords. At the same time, however, these keywords lack the purchase intent of the more specific keywords and convert at a significantly lower ratemeaning it will take more clicks before one of them converts into a client. This strategy is best for larger firms that focus on a wide array of cases and can work with most clients.
  • Target highly specific keywords. Alternatively, many lawyers bid on the more expensive keywords in the list above, recognizing that they’re: (a) more likely to convert into clients and (b) likely represent higher-value cases. This strategy works particularly well for solo practitioners or firms focusing on a defined area (e.g.: medical malpractice, immigration law). In these cases, bidding on broader keywords will result in a lot of costly clicks that your business won’t be able to serve due to their needs being outside of your niche.

Pro Tip #2: When legal keywords can cost into the hundreds, it’s important to make sure every click counts. If there are demographics you don’t believe will have the highest conversion, say those under the age of 30 that may be doing academic research for law school or those under a certain income bracket, consider excluding these demographics from your targeting. Consider also drive times and the well-tested assumption that those further away from your firm are increasingly less likely to drive. A click from one mile away, for example, is likely to be a much better investment than a click from a searcher ten miles away. Using either Spatially’s analysis of offline patterns or very tightly-defined searched radii, you can restrict your advertising to those nearest to your firm and make your budget go that much further.

 

Suggested keywords for photographers

Keyword

Search Volume

Competition

Average Cost

affordable photographers

Low

Medium

$2.05

affordable wedding photography

Low

High

$3.92

best photography

Medium

Low

$1.99

event photography

Medium

Medium

$3.24

family photography

Medium

High

$2.20

local photographers

Medium

High

$2.21

newborn photography

High

High

$2.13

photographer

High

Low

$2.22

photoshoot

High

Low

$1.05

portrait photography

High

Medium

$3.83

top photographer

Medium

Low

$3.52

wedding photography

High

High

$4.38

where to get family portraits

Low

High

$3.10

where to get headshots

Low

Medium

$3.19

 

Pro Tip #1: There are two types of people searching for photographers: (1) Clients looking to hire a photographer and (2) Professional and aspiring photographers looking for work or to level-up their skills. If the first category is your audience, considering filtering out the latter by using “jobs” and “classes” as negative keywords. This will prevent your ad from displaying to anyone searching for queries like “how do i get a job as a photographer” and “local photography classes.”

Pro Tip #2: Photography services carry a large local element, since many photographers charge per mile for longer drives. Consider bidding on local keywords, like “Miami photographers,” and emphasize your proximity in the ad copy to put your location immediately in front of price-sensitive searchers.

 

Google AdWords advertising for plumbers

Suggested keywords for plumbers

Keyword

Search Volume

Competition

Average Cost

affordable plumbing

Medium

Medium

$17.04

best plumbing

Medium

Medium

$12.44

drain cleaning

High

High

$16.00

emergency plumber

Medium

Medium

$28.64

local plumbers

Medium

High

$25.76

pipe repair

Low

High

$5.96

plumber

High

Medium

$25.10

plumbers near me

High

High

$24.13

plumbers nearby

Low

High

$24.06

plumbing companies

Medium

Medium

$26.58

plumbing repair

Medium

Medium

$31.94

plumbing services

High

High

$34.15

sewer repair

Low

Medium

$23.37

top plumbers

Low

High

$40.56


Pro Tip #1: Advertising on Google Ads has become a preferred marketing channel for many plumbers. This means two things. One, it works. And two, it’s a highly competitive field, which has driven up the price of many plumbing-specific keywords. If you’re on a tight budget, consider restricting your targeting to your most probable customers (say, neighborhoods with high home ownership). If you’re using Spatially, you can target the active trade area of home improvement stores in your area to limit your local targeting to those most likely to need your service.

Pro Tip #2: While Google Ads advertising for plumbers certainly isn’t cheap, it’s also one of the few marketing channels suited for urgent needs like drain cleaning and pipe repair. Studies have shown that 85% of consumers use the Internet to find local service area businesses, meaning if you don’t have a strong paid or organic search presence, you could be missing out on a lot of potential customers.

 

SEO and Google AdWords keywords for real estate agents

Suggested keywords for real estate and realtors

Keyword Search Volume Competition Average Cost
best realtor Low Medium $8.86
commercial real estate agent Medium Medium $4.59
find a realtor Medium High $12.03
local real estate agents Medium Medium $5.40
local realtors Medium High $5.08
real estate agent High Medium $6.35
real estate broker High Low $4.19
realtor High Low $0.16
realtors near me High Medium $5.28
residential real estate agent Low Low $4.39
top rated real estate agents Low High $6.70
top real estate agents Medium High $5.79

 

Pro Tip #1: While local targeting will help you get in front of those looking to move within the same city or general vicinity, you'd be missing out on those looking to move to your location from further away. To capture both audiences, run one local campaign with broad keywords (local realtors, best real estate agents) and another targeting a wider radius or even the whole country with keywords specific to your market (+Seattle realtors, real estate agents in +Seattle).

Pro Tip #2: Real estate is a career field rapidly gaining in popularity. If you're looking to filter out those looking to become a realtor, consider using negative keywords like "how to become," "school," "certification," "test," and "careers."

 

Suggested keywords for videographers

Keyword

Search Volume

Competition

Average Cost

affordable videographer

Low

High

$3.04

best videographers

Low

Medium

$2.00

cheap videographer

Low

Medium

$2.57

corporate videographer

Low

Medium

$13.56

event videography

Low

Medium

$4.62

freelance videographer

Medium

High

$5.80

local videographers

Low

High

$4.81

video editing services

Medium

High

$6.32

video production services

High

Low

$12.46

videographer

High

Low

$4.12

wedding video packages

Low

Medium

$4.13

wedding videography

High

High

$3.91


Pro Tip #1: While it may be tempting to bid on broader terms, like “video,” with a lot of fairly cheap search volume, make sure there is purchase intent behind your keywords. People searching for “videos” may be looking for YouTube videos, TV streaming, on-demand movies or any other number of queries outside of your services. Any clicks from these loosely-related keywords are likely to have a much lower conversion rate than more specific, intent-based keywordspartly as a result of a phenomenon called “click happiness.”

Pro Tip #2: Keyword costs and business margins are often correlated, which is why the most expensive keyword on this list (“corporate videograper”) is tied to a clientele known for high-value contracts. When exploring keyword costs, always think about the other side of the picture: The potential net gain to be made from a click. Keywords like “cheap videographers” and “affordable videography” have a relatively low cost, but will also likely result in a much lower contract value than someone looking for event, wedding or corporate photography.

 

Next steps for small business local advertising in Google AdWords

Next steps

These keyword suggestions should give you a leg-up in your next Google Ads advertising campaign for your small business. But while these keywords work well for the average company, we encourage you to experiment with what works for your company. Try a few variations of both your keywords and ad copy, and test, test, test the results.

In summarizing the many prop tips throughout this post, we encourage you to:

  • Strike the right balance between specificity and cost. In many of the cases above, we saw that the more specific the keyword, the higher the cost. At the same time, specificity converts, and broader keywords will need more clicks before one of them converts into a paying customer. Effective advertising is a balance act between these two forces, so experiment with what keywords ultimately result in the best return on your investment and get you the impressions and search volume you need to thrive.
  • Focus on relevancy and truth in advertising. At the end of the day, only you know what keywords your business should be bidding on. Toss out any suggestions that don’t accurately describe your business and offering and modify the keywords that could benefit from a knowledge of your specific business (e.g.: Changing ‘tutors’ to ‘SAT tutors’ if that is your primary focus). Additionally, Google rewards highly relevant advertising and offers advertising a lower cost if their keywords accurately describe their business and appear in both the ad copy and website/landing page.
  • Bid local, think spatial. As a small business, location is everything. Your customers are local and want to shop local. In addition to hyperlocal targeting, make it easy for your customers to know you’re local by bidding on geotargeted keywords (e.g.: “gyms in Seattle,” “restaurants near me,” and “local attorneys”).

Google Ads is a complicated channel for many small businesses, but we hope this post will make your local advertising that much easier and effective.

If you’re looking for more consulting and best practices, at a fraction of what your typical ad agency costs, give Spatially a try and we’ll work together to make your next campaign a success. Or if you’re looking to create your own campaign in Google Ads, sign up for our newsletter with the link to the right to get weekly tips straight to your inbox. Happy advertising!

 

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More on Google Ads:

The Basics of Google Ads: How It Works and How to Use It to Advertise Your Business

How to Create a Successful Ad Campaign on Google Ads

Calculating Your Advertising Budget: A First-Time Advertiser's Guide

10 Reasons Why Google Rejected Your Ad

Facebook Ads or Google Ads: Where Should You Be Advertising?

 
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