Google Ads Keyword Research for SaaS
The keyword list decides who sees your ads. Here's how to build one around buyers rather than researchers.
How do you sort keywords by buying intent?
Sort SaaS keywords into four tiers by how close the searcher is to buying: competitor and alternative searches, category searches, problem searches and informational searches. Give each tier its own campaign or ad group, so budget goes first to the tiers that produce demos and results can be compared.
| Tier | Example for a forecasting product | Offer that fits |
|---|---|---|
| Competitor | [competitor] alternative, [competitor] vs northwind | Comparison page, migration help |
| Category | sales forecasting software, forecasting tool for startups | Demo or free trial |
| Problem | how to forecast pipeline, inaccurate sales forecast | Guide or recorded demo, then trial |
| Informational | what is sales forecasting, forecast template | Usually none: leave to SEO |
Find the words buyers use in sales call notes, demo request forms, reviews of your product and competitors, and Keyword Planner suggestions. Your own customers’ phrasing usually beats any tool.
Which match types should SaaS accounts use?
SaaS accounts should start with exact and phrase match, and add broad match only once conversion tracking reports qualified leads and a smart bidding strategy is learning from them. Broad match reaches searches related to your keyword, which in B2B often means researchers, students and job seekers.
Google describes how each type works in its guide to keyword matching options. Broad match can find valuable searches you did not think of, but only when bidding has a good signal. The bidding strategies guide explains when that point is reached.
How do you build a negative keyword list?
Build a negative keyword list before launch from the themes that never buy, then add to it every week from the search terms report. For SaaS, start with jobs, careers, salary, free, template, course, definition, login and download. Review search terms weekly for the first 90 days, then every two weeks.
Negative keywords follow their own matching rules and don’t expand to close variants, so add plurals and common misspellings yourself. If clicks arrive but demos don’t, our page on clicks without demo requests shows how to tag search terms by intent.
How do you set up competitor keyword campaigns?
Set up one campaign per competitor, with exact and phrase match on the competitor’s name plus “alternative”, “vs”, “pricing” and “reviews”. Keep the budget separate from category campaigns, write ads that describe your difference without using their trademark, and send clicks to a comparison page, not the homepage.
Compare features and pricing side by side. Free migration and a 14-day trial. No long-term contract.
Whether to bid on competitors at all is a separate decision, covered in our page on bidding on competitor keywords.
Negative keywords are strategy, not housekeeping.
Every irrelevant click teaches the bidding algorithm the wrong thing. Review search terms weekly for the first 90 days.
Frequently asked questions
How many keywords should a SaaS campaign start with?
Start small: 10 to 30 tightly themed keywords per campaign is enough. A short list gets each keyword enough data to judge.
Is broad match safe for B2B?
Only with conversion tracking on qualified leads, smart bidding and a strong negative list. Without those, it tends to attract researchers.
Which match types suit competitor keywords?
Exact and phrase match on the competitor’s name with modifiers such as alternative, vs and pricing. Broad match on competitor names brings too many existing customers looking for a login.
How do I find keywords my buyers use?
Read sales call notes, demo form answers and product reviews, then check volume in Keyword Planner. Buyers’ own words usually beat tool suggestions.
How often should I add negative keywords?
Weekly for the first 90 days, then every two weeks. Add a negative whenever a search term spends without any chance of converting.
Should I bid on my own brand name?
Usually yes, in its own campaign. Brand clicks are cheap, you keep the top position if competitors bid on your name, and keeping brand separate keeps other reports honest.
Sources & further reading
Platform settings and policies change. These sources let you check the current details directly.