If you’re wondering whether you’ve added too many keywords to your Google Ads campaign—or how many you actually need—there’s a good chance your account is already bloated.
You’re probably struggling to monitor performance across a sea of paused keywords, low search volume terms, and phrases that don’t even make it to the first page of results.
It might feel like it’s time to start over. Before you do, let’s break down the key factors to consider before uploading a keyword list that tries to cover every imaginable variation.
Start with Your Business Goals and Budget
Your keyword strategy should match your business size, advertising goals, and available budget. Whether you’re a local service provider or a nationwide ecommerce store, the number of keywords you need will vary.
Small Business Example:
A local HVAC company in Denver with a $500/month budget shouldn’t launch with 600 keywords across 30 ad groups. You’ll burn through your spend before Google’s algorithm even learns what works.
Instead, start with focused ad groups like:
- +ac repair +denver
- [furnace repair near me]
- “hvac services denver”
Larger Business Example:
A national retailer selling fitness equipment can run separate campaigns for each product line:
- Treadmills
- Rowing Machines
- Dumbbells
Each of these can have its own budget and keyword structure. But even here, the focus should be on high-performing terms first.
Quality Over Quantity: Tight Ad Groups Work Best
Keyword organization matters. Broad lists lead to weak relevance, which drives up costs and decreases CTR and Quality Score.
Best Practice:
Keep ad groups tightly themed with 3–5 highly relevant keywords. You can go up to 10 for broader categories like locations or branded terms.
Example:
For a plumbing business:
- Core Ad Group: +emergency +plumber, [emergency plumber], “emergency plumbing services”
- Location Ad Group: +plumber +chicago, “plumbing chicago”, [chicago plumber]
Budget = Your Fuel Tank
If your keyword bids are higher than your daily budget, your ads may only get 1–2 clicks per day. That’s a quick path to frustration.
Ask yourself:
- What is my target CPA (cost-per-acquisition)?
- What’s the average CPC (cost-per-click) in my industry?
- Can my budget support this volume of clicks?
If not, it’s time to trim the keyword list or increase spend.
Google Ads Limits (But Don’t Aim for Them)
These are technical limits, not best practices. Aim for lean, well-structured campaigns, not bloated ones.
Real Examples: Fewer Keywords, More Efficiency
Let’s say you sell supplements:
Overloaded Group:
- +vitamins +for +women +over +50
- “best supplements for women”
- [calcium vitamin d for seniors]
- +multivitamin +women +seniors +daily +immune
Streamlined Group:
- +women’s +multivitamin +over +50
- [multivitamin for women over 50]
In this case, one BMM (broad match modifier) and one exact match keyword can catch all variations without having to list every possible combo.
Pitfalls to Avoid
- Targeting low-margin products: Focus on services or items that drive revenue.
- Forcing long-tail match types: Overly specific exact and phrase match terms often get zero impressions.
- Chasing all traffic: Spreading your budget thin to chase every keyword variation is a waste.
Align Your Keywords to Your Strategy
Here’s your checklist:
- Start with high-converting products/services
- Build tight ad groups with 3–5 keywords each
- Prioritize budget where ROI is highest
- Avoid clutter—pause or remove underperforming keywords regularly
FAQ: How Many Keywords Should I Use in Google Ads?
Is there a “right” number of keywords?
There’s no magic number. A good range is 20–30 keywords per campaign, split into smaller, themed ad groups.
What happens if I use too many?
You’ll likely suffer from poor ad relevance, higher CPCs, and diluted performance across the account.
Can I still use broad match keywords?
Yes, especially now that broad match has improved with AI-based matching. Use with caution and monitor search terms.
Should I use all match types for every keyword?
Not necessarily. A mix of broad match modifiers and exact match can cover most ground. Use phrase or broad only when necessary.
Do I need long-tail keywords?
Sometimes, but many long-tail searches are captured through shorter broad or exact match keywords.
Final Thoughts
Start lean, stay focused, and let performance guide expansion. The goal isn’t to capture every click—it’s to get the right clicks at a sustainable cost.
Need help optimizing your keyword strategy? Our team at White Shark Media can audit your Google Ads account and build lean, high-performing campaigns that actually convert—without the fluff. Let’s talk.
