Here's what we've learned from thousands of campaigns:
DO:
Use 1-2 word phrases (broad matching is applied)
Think "pre-buying" terms: What would someone search BEFORE they need your product?
Use specific industry terms (e.g., "Zillow" for real estate, not just "homes")
Focus on research-stage and evaluation-stage searches (someone comparing options, reading reviews, checking prices)
Target industry-specific platforms or tools people search when researching
Check the Search Volume Estimator BEFORE launching
Aim for 200%+ of your daily lead target in estimated volume
DON'T:
Use geographic terms ("near me", "in Dallas", "Ohio"). Location filtering is already handled at the algorithm level based on your service area settings.
Use single letters or 2-letter words. They get excluded because they don't provide reliable intent signals.
Use broad single words like "Atlanta" or "insurance"
Use misspelled or smashed-together phrases
Expect results from ultra-specific 3+ word phrases
Examples:
Good for roofing: "roof repair", "roof replacement"
Bad for roofing: "best roofing company near me Dallas TX" (too specific, geography redundant)
If the Volume Estimator shows 0 for your keywords? They won't generate leads. Pick different phrases.