A business owner wants to launch Google Ads and is told they need specialist PPC software, competitor intelligence subscriptions, SEO keyword databases and expensive agency tools. Those tools can help at scale, but a Melbourne small business can build a strong first keyword plan using free Google tools and careful commercial judgement.
This guide walks through a practical free process: Google Keyword Planner, Autocomplete, People Also Ask, competitor research, intent filtering and Melbourne specific examples. If you are building a new account from scratch, our Google Ads setup guide covers the full technical process.
Search volume tells you how often something is searched. It does not tell you whether the search is worth paying for.
The Short Answer: How Do You Research Google Ads Keywords for Free?
Action: A practical free keyword research process List the services you want to advertise. Write down how customers describe them. Expand in Keyword Planner with Melbourne as the location. Use Autocomplete and People Also Ask to find natural phrasing. Separate buyer intent terms from research terms. Group into campaign themes. Build a negative keyword list. Validate with the Search Terms report after launch. |
Google Keyword Planner provides two main starting routes: Discover new keywords and Get search volume and forecasts. Access requires completing Google Ads account setup and entering billing information, but the planning tool itself does not require buying a third party subscription.
Start With the Business, Not the Search Volume
Before opening any keyword tool, define what you actually want to advertise. Not every service the business offers deserves ad spend.
Define before researching:
Highest priority service
Most profitable service
Average sale or job value
Target customer
Service area
Monthly budget
Current capacity
Services the business does not want to advertise
A Melbourne plumber may offer blocked drains, hot water repairs, emergency plumbing, bathroom renovations, gas fitting and tap repairs. But they may only want to advertise blocked drains, emergency plumbing and hot water replacements because those services have stronger margins, higher urgency, better close rates and enough job value to support the CPCs.
Tip: Do not advertise a service merely because the business offers it Advertise it when the economics and capacity make sense. A service with thin margins and low close rates may cost more per lead than it is worth. |
Build Your Seed Keyword List
A seed keyword is the basic phrase used to begin research. Start with combinations of service, specific problem, location and commercial modifier.
Service: plumber, family lawyer, accountant, dentist, web designer
Specific service: blocked drain plumber, divorce lawyer, tax accountant, emergency dentist
Problem: burst pipe, property settlement, overdue tax return, tooth pain, website not converting
Location: Melbourne, Brunswick, Richmond, CBD, northern suburbs
Commercial modifier: quote, cost, price, near me, book, consultation, emergency, same day
Seed keywords do not need to be perfect. Their job is to give the research process a commercially relevant starting point.
Google Keyword Planner: The Main Free Tool
Keyword Planner is inside Google Ads under Tools, then Planning. It is the most useful free starting point for Google Ads keyword research. Set the location to Melbourne or your actual service area before doing anything else. Our location targeting guide explains why this matters.
Step 1: Choose the right starting option
Discover new keywords: Use this when starting from a service, looking for related ideas or researching a website.
Get search volume and forecasts: Use this when you already have a list and want to estimate clicks, costs or compare keyword groups.
Step 2: Enter a focused seed
Bad seed: "marketing." Better: "Google Ads agency Melbourne," "PPC management Melbourne." Focused seeds produce more commercially relevant suggestions.
Step 3: Set the correct location
Change the location from Australia or all locations to Melbourne, Greater Melbourne or the actual service area. Australia wide data will not reflect what Melbourne campaigns actually cost or how they perform.
Step 4: Review the output
Average monthly searches (estimated demand)
Three month and year on year change (trends)
Competition (advertiser activity, not SEO difficulty)
Top of page bid estimates (planning range, not a quote)
Step 5: Refine and filter
Use filters for brand vs non brand, included or excluded words, competition level and commercial modifiers. Download the useful keywords for further review.
Warning: Keyword Planner data is directional, not guaranteed Average monthly searches smooth demand over time. Forecasts estimate possible performance rather than guaranteeing traffic or CPC. Google notes that forecasts use historical and contextual information. Treat the tool as a planning aid, not a promise. |
How to Read Keyword Planner Without Being Misled
This is where most beginners go wrong. Our Google Ads cost guide covers Melbourne benchmarks. Here is how to interpret what Keyword Planner actually shows you.
Average monthly searches
Shows estimated demand, not guaranteed clicks. Watch for seasonality, broad location settings inflating numbers, grouped close variants and low volume local keywords that may show as ranges rather than exact figures.
Competition
Reflects advertiser activity in the auction, not organic SEO difficulty. A high competition keyword may still be worth targeting if the intent is strong and the lead value is high enough.
Top of page bid estimates
Useful for budget planning but not a price quote. Actual CPC varies based on auction competition, ad relevance, landing page experience, bid strategy, location, time and device.
Forecast data
Use forecasts to compare keyword group A vs B, one location vs another or a focused vs broad keyword plan. They are most useful for relative comparison, not absolute prediction.
Keyword Planner metrics are useful when comparing options. They are dangerous when treated as exact predictions.
Google Autocomplete: Finding the Language Customers Use
Google Autocomplete produces predictions as people type. Google's automated systems generate these predictions to help users complete searches faster. Predictions may vary by personalisation and context, so treat them as idea sources rather than a complete market dataset.
Basic process: Search your service and note the predictions. Try "plumber melbourne..." then try alphabet expansion: "plumber melbourne a," "plumber melbourne b." Try modifier expansion: "emergency plumber...," "best plumber...," "plumber cost...."
What Autocomplete is good for: natural phrasing, service variations, suburb terms, urgency signals, price intent, problem searches, long tail ideas.
What it does not provide: reliable volume, CPC, conversion potential or proof that a keyword belongs in the campaign.
Autocomplete reveals how people phrase searches. Keyword Planner helps determine whether those phrases deserve further investigation.
People Also Ask: Understanding Questions and Objections
People Also Ask is most valuable for understanding what customers want to know around a topic. Google explains that featured snippets can appear inside this section. It is useful for identifying related questions, but should not be treated as a paid keyword volume database.
Example search: "family lawyer Melbourne"
Questions may relate to consultation costs, divorce timeframes, property settlements, parenting arrangements or whether a lawyer is even needed.
Use these questions to:
Understand customer objections and concerns
Build landing page FAQ sections
Improve ad descriptions and callout messaging
Identify informational keywords to exclude from an early paid campaign
Plan SEO content that supports the paid funnel
A question like "how does property settlement work" may be useful for SEO but too informational for a small paid campaign. A phrase like "property settlement lawyer Melbourne" has clearer commercial intent. Not every useful question should become a paid keyword. Some are better used to improve the landing page or content strategy.
Competitor Ad Research Without Paid Spying Software
This is not about copying competitors. It is about understanding market positioning. Use it alongside our guide to writing Google Ads to craft messaging that stands out rather than blends in.
Method 1: Search Google manually
Search your high priority keywords and note which firms appear, their headline patterns, offers, trust signals, locations mentioned, CTAs and landing pages. Do not repeatedly click competitor ads. Search results vary by location, device, history and auction conditions.
Method 2: Google Ads Transparency Center
Google's Ads Transparency Center lets you search and view ads that have been presented through certain Google services. Review recurring headlines, offer language, brand positioning, service categories and campaign longevity clues.
What to Observe | What It Tells You | What It Does Not Tell You |
Active ad headlines | Market messaging patterns | Whether the campaign is profitable |
Offers and CTAs | Customer expectations | Conversion rate or lead quality |
Trust signals | Proof competitors are using | Whether the claims are genuine |
Service focus | Which services are advertised most | Which services perform best |
Location references | Geographic focus | Budget or suburb level performance |
Run your own ad copy through our Google Ads copy grader to see how it compares on specificity, location relevance and CTA strength.
A competitor running an ad proves they are advertising. It does not prove the campaign is profitable. Use competitor research to identify where the market sounds the same, so your business can become more specific.
The Four Levels of Google Ads Keyword Intent
This is the most important filter in keyword research. Not every keyword that generates search volume deserves paid budget. Use our PPC vs SEO cost comparison tool to model which terms make sense for paid vs organic.
Level 1: Immediate buyer intent (top priority)
The searcher is ready to hire. Examples: "emergency plumber Melbourne," "family lawyer Melbourne," "book dentist Richmond," "Google Ads agency Melbourne." These usually deserve first priority in the campaign.
Level 2: Commercial investigation
The searcher is comparing options. Examples: "plumber cost Melbourne," "best family lawyer Melbourne," "Google Ads agency fees." These can still convert strongly because the person is actively evaluating providers.
Level 3: Problem aware intent
The searcher has a problem but has not decided to hire. Examples: "blocked drain keeps coming back," "website getting traffic but no enquiries." These can work when the landing page clearly connects the problem to the service.
Level 4: Informational intent
The searcher is learning, not buying. Examples: "how to unblock a drain," "what does a family lawyer do," "accounting course Melbourne." These are usually better for SEO content, remarketing audiences or negative keyword lists.
Intent principle The closer the search is to choosing a provider, the more likely it is to deserve paid budget. Start with Level 1, then test Level 2. Levels 3 and 4 are usually better served by SEO. |
Buyer Intent Modifiers to Look For
Service provider modifiers: company, agency, specialist, firm, contractor, consultant
Action modifiers: hire, book, call, get quote, consultation, appointment
Commercial modifiers: cost, price, fees, packages, reviews, best, compare
Urgency modifiers: emergency, urgent, same day, open now, 24 hour, near me
Location modifiers: Melbourne, CBD, Brunswick, Richmond, northern suburbs, near me
Terms like "best," "cheap," "cost" and "reviews" should not be automatically blocked. They can represent serious commercial investigation from someone actively comparing providers.
Melbourne Keyword Research Examples
Here are four Melbourne business examples showing how the process works in practice. The first is a northern suburbs plumber. Our Google Ads for tradies guide covers the broader strategy for trades businesses.
Example 1: Northern suburbs plumber
High intent launch terms: emergency plumber Brunswick, blocked drain plumber Melbourne, hot water repair Melbourne, plumber near me
Research only terms to exclude or save for SEO: how to unblock drain, plumbing course Melbourne, plumber apprenticeship, DIY tap repair
Initial negatives: jobs, salary, apprenticeship, course, DIY, supplies
Example 2: Melbourne CBD accountant
High intent terms: small business accountant Melbourne, tax accountant Melbourne CBD, Xero accountant Melbourne, company tax return accountant
Research or ambiguous: accountant salary, accounting course, tax calculator, free tax advice
"Accountant" is broad. "Small business tax accountant Melbourne" reveals who the searcher is and what help they need.
Example 3: Melbourne family law firm
High intent: family lawyer Melbourne, divorce lawyer Melbourne, property settlement lawyer, family law consultation
Problem led (may work with the right landing page): lawyer for property settlement after separation, help with parenting agreement
Research heavy (better for SEO): Family Law Act, property settlement calculator, divorce forms Victoria
Example 4: Melbourne web design agency
High intent: small business web design Melbourne, ecommerce website development Melbourne, WordPress web design agency, website redesign Melbourne
Ambiguous: web design inspiration, web design course, website templates, free website builder
The best keyword is often not the one with the highest volume. It is the one most closely aligned with the service page and commercial offer.
Group Keywords by Theme, Not by Tiny Wording Variation
After gathering ideas, group them by shared intent. This feeds directly into your account structure. Keywords can stay together when they share the same intent, ad message, offer and landing page.
Example:
Ad Group: Emergency Plumbing
"emergency plumber Melbourne," [emergency plumber Melbourne], "urgent plumber near me," "24 hour plumber Melbourne"
Ad Group: Blocked Drains
"blocked drain plumber," [blocked drain Melbourne], "drain cleaning Melbourne," "unblock drain plumber"
Split keywords into different ad groups when the service changes, the urgency changes, the commercial value differs or the landing page needs to be different. Keyword research is not finished when you have a list. It is finished when every useful keyword has a sensible place in the account.
Choose Match Types After Choosing Intent
For a new or small budget campaign, prioritise phrase and exact match variants of high intent terms. Avoid adding every suggestion as plain text broad match. Our match types guide explains the differences in detail.
Example:
[family lawyer Melbourne] and "family lawyer Melbourne" give more control than immediately relying on family lawyer (broad match).
The right match type depends on budget, tracking quality, conversion volume and how often you can review search terms. Start tighter, expand later.
Build the Negative Keyword List During Research
Do not wait until the campaign spends money to think about exclusions. Build your initial negative list alongside your keyword research. Our negative keywords guide covers the mechanics. Use our waste estimator to model how much irrelevant traffic might cost.
Common negative categories:
Employment: jobs, salary, career, apprenticeship, internship
Education: course, degree, TAFE, training, certification
DIY and free: DIY, tutorial, free, template, PDF, instructions
Wrong products: software, supplies, wholesale, rental
Wrong locations: Sydney, Brisbane, Perth, regional areas outside coverage
Review every negative before adding it. A word that is irrelevant for one business may be valuable for another. Keyword research should identify what to target and what not to pay for.
Prioritise Keywords Using a Simple Scoring Model
Score each keyword from 1 to 5 on buyer intent, service relevance, likely value, location fit and CPC affordability. Then classify as Launch, Test Later, SEO/Content or Negative.
Keyword | Intent | Relevance | Value | Location | Decision |
emergency plumber Brunswick | 5 | 5 | 5 | 5 | Launch |
plumber Melbourne | 4 | 5 | 3 | 4 | Test |
plumbing advice | 1 | 3 | 1 | 2 | SEO or negative |
plumber jobs Melbourne | 1 | 1 | 1 | 4 | Negative |
A keyword earns its place through intent and economics, not volume alone.
Estimate Whether the Keyword List Fits the Budget
Use Keyword Planner forecasts alongside our Google Ads budget calculator and budget estimator tool to model the numbers.
Basic budget model Monthly budget / estimated CPC = potential clicks. Potential clicks x expected conversion rate = estimated leads. Monthly budget / estimated leads = estimated CPL. |
Example
Monthly budget: $3,000. Estimated CPC: $15. Estimated clicks: 200. Conversion rate: 7%. Estimated leads: 14. Estimated CPL: approximately $214.
Then ask:
Is the CPL commercially viable given the average customer value?
Is 200 clicks enough data to test properly?
Are too many services competing for the same budget?
Should the launch list be smaller and more focused?
Keyword research and budget planning are the same conversation. A list you cannot afford is not a practical keyword strategy.
Your Real Keyword Research Begins in the Search Terms Report
Keyword tools tell you what might happen. The Search Terms report shows what actually happened. During the first month, this report becomes your most important keyword research tool. Our first 30 days guide covers the full week by week plan.
During the first month, review Search Terms to:
Sort by cost to see where the most money is going
Identify irrelevant queries and add them as negatives
Find strong long tail searches you did not anticipate
Create new themed ad groups for valuable new terms
Compare search terms with your original keyword intent
Review call and form quality alongside the search data
Before launch, keyword research is prediction. After launch, search term analysis becomes evidence. The best keyword lists evolve weekly based on what the campaign actually finds.
The 60 Minute Free Keyword Research Workflow
Here is the complete process compressed into one focused hour.
Minutes 0 to 10: Define the commercial target
Choose one service. Define the customer. Set the service area. Identify average job or client value. List what to exclude.
Minutes 10 to 25: Build seed terms
Combine service, problem, location, urgency and commercial modifiers. Aim for 10 to 20 starting phrases.
Minutes 25 to 40: Use Keyword Planner
Discover ideas. Set Melbourne as the location. Refine results. Review volume and bid estimates. Download useful keywords.
Minutes 40 to 50: Search Google manually
Check Autocomplete, People Also Ask, related searches, competitor ads and the Ads Transparency Center. Note natural phrasing and gaps.
Minutes 50 to 60: Organise
Classify by intent. Remove irrelevant ideas. Create campaign and ad group themes. Assign match types. Build the initial negative list. Prioritise launch terms.
Common Keyword Research Mistakes
These mistakes are among the most common we see in Melbourne SMB accounts. If your campaign is already struggling, our Google Ads diagnosis guide can help you find the specific leak.
Choosing keywords only by volume instead of commercial intent
Exporting thousands of suggestions and adding them all
Targeting every service at launch instead of focusing
Using Australia wide data for a Melbourne campaign
Confusing Keyword Planner competition (advertiser activity) with SEO difficulty
Treating bid estimates as guaranteed CPC
Copying competitor headlines and assuming their campaigns are profitable
Paying for informational searches without a conversion path
Adding every keyword as broad match
Ignoring negative keyword research completely
Creating one ad group for every keyword
Never reviewing Search Terms after launch
Ignoring job value and close rate when evaluating keywords
Failing to map keywords to specific landing pages
The most expensive keyword mistake is not choosing a high CPC term. It is paying for a term that was never commercially relevant.
Keyword Research Checklist
Business fit
Does the keyword match a real service the business offers?
Is the service profitable enough to support the CPC?
Can the business handle more enquiries for this service?
Is the customer in the target service area?
Search intent
Is the searcher looking to hire, compare or just research?
Does urgency matter for this keyword?
Is the term too broad to produce qualified leads?
Economics
Is the likely CPC affordable given the budget?
Is the expected CPL viable given the average customer value?
Is there enough budget to test this keyword properly?
Campaign fit
Which campaign and ad group does this keyword belong in?
Which landing page should it point to?
Which match type is appropriate?
Does it need negative routing to avoid overlap?
What We Recommend at Elev8d
Our keyword research process follows exactly the framework in this article. We start with the commercial reality of the business, not a volume spreadsheet. Our SEM approach builds keyword strategy around services that can actually support the CPC, not services that happen to have high search volume.
A smaller list of commercially useful keywords is usually more valuable than a spreadsheet containing thousands of vaguely related searches. We would rather launch with 30 high intent keywords that have clear landing pages, proper tracking and realistic economics than 300 keywords spread across too many services with no way to measure what is working.
Frequently Asked Questions
How do I research keywords for Google Ads?
Start with the services you want to advertise. Use Google Keyword Planner to expand ideas with Melbourne as the location. Check Autocomplete and People Also Ask for natural phrasing. Filter by buyer intent. Group into campaign themes. Build a negative list. Validate with Search Terms after launch.
Is Google Keyword Planner free?
Yes. It requires a Google Ads account with billing information set up, but you do not need to run a campaign or pay a subscription to use the planning tool.
Do I need a paid keyword tool for Google Ads?
Not to start. Google Keyword Planner, Autocomplete, People Also Ask, the Ads Transparency Center and Google Trends give a Melbourne small business enough data to build a strong first keyword plan. Paid tools add value at scale but are not essential for launch.
How accurate is Google Keyword Planner?
Directional, not exact. Average monthly searches are rounded estimates. Bid forecasts reflect historical data, not future guarantees. Use the data for comparing options, not for precise predictions.
What is a buyer intent keyword?
A keyword where the searcher is actively looking to hire, buy or engage a provider. "Emergency plumber Melbourne" has strong buyer intent. "How to unblock a drain" has informational intent. Buyer intent keywords usually deserve paid budget first.
Should I choose high volume or low volume keywords?
Choose by intent and economics, not volume. A low volume keyword with strong buyer intent and high conversion rate can be more profitable than a high volume term that attracts tyre kickers. Volume matters, but intent matters more.
How many keywords should I start with?
For a new small budget campaign, 20 to 50 high intent keywords across two to four themed ad groups is a solid starting point. You can always expand after the first month of Search Terms data shows what is working.
Should I add suburb names to Google Ads keywords?
Yes, when local intent is strong and the business genuinely serves that area. "Plumber Brunswick" and "dentist Richmond" capture location specific search intent that geo targeting alone may not fully address.
When should a keyword become a negative keyword?
When the search term it attracts has no commercial value for the business. Job seekers, students, DIY researchers, wrong service types and wrong locations should all become negatives to protect the budget.
Next Steps: Pick Your Path
Path 1: Run the 60 Minute Workflow
Follow the process in this article. Pick one service, build seed terms, run Keyword Planner with Melbourne as the location, check Autocomplete and competitor ads, filter by intent and organise into campaign themes.
Path 2: Get Your Keyword Plan Reviewed
Already have a keyword list from Keyword Planner? Send it to us along with your services, target suburbs and monthly budget. We will review the intent, CPC assumptions, campaign themes and negative keywords before you start paying for clicks.
Path 3: Start With Professional Research
If you want the research done properly from day one with commercial intent filtering, Melbourne specific data, realistic budget modelling and a campaign ready structure, that is exactly what we build for every new Google Ads client.
Sources and Further Reading
Google Ads Help: About Keyword Planner, support.google.com
Google Ads Help: About keyword match types, support.google.com
Google Ads Transparency Center: adstransparency.google.com
Google Trends: trends.google.com
ACCC guidance on advertising and pricing transparency: accc.gov.au
OAIC Australian Privacy Principles: oaic.gov.au
General information only. Rules vary by situation, particularly around advertising claims, privacy, reviews and consumer law. If you are unsure about compliance, get professional advice.
