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Paid Search Keyword Research & Bid Planning Sheet

Research paid search keywords, group them by intent, estimate cost and conversion potential, and plan bids before campaigns go live.

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What's Inside

Build a paid search keyword plan before money hits the account

This sheet helps PPC teams move from keyword ideas to a campaign-ready bid plan. Use it to organize terms by theme, match type, intent, volume, CPC, funnel stage, landing page, and expected conversion value.

Keyword Research Table

Capture keyword, theme, funnel stage, match type, volume, CPC, difficulty, intent, and landing page in one planning view.

Bid Planning Fields

Estimate bid range, monthly spend, clicks, conversion rate, cost per lead, and expected pipeline before launch.

Intent Grouping

Separate brand, competitor, category, pain-point, and solution keywords so campaigns are easier to structure.

Negative Keyword Log

Document exclusions that protect budget from irrelevant clicks and misleading search intent.

What the template includes

Each section turns keyword research into campaign architecture. The goal is to help teams decide what to bid on, how to group it, and which keywords are not worth funding.

01 Keyword Inventory
List seed terms, discovered keywords, search volume, CPC, intent, funnel stage, and notes from research.
02 Campaign and Ad Group Mapping
Group keywords into logical campaigns and ad groups based on intent, product line, audience, or offer.
03 Bid and Budget Model
Estimate clicks, spend, leads, opportunities, and pipeline using CPC and conversion assumptions.
04 Landing Page Mapping
Assign each keyword group to the most relevant landing page, offer, or conversion path.
05 Negative Keywords
Track irrelevant terms, low-fit modifiers, competitor exclusions, and search patterns that should be blocked.
06 Priority Review
Score each keyword group based on commercial intent, cost, competitive pressure, and expected return.

Who This Template Is For

PPC specialists, demand generation teams, search marketers, and B2B growth teams planning paid search campaigns in Google Ads or Microsoft Ads.

How To Use It

Add keyword ideas and research data first. Group terms by intent, choose match types, estimate budget and expected outcomes, then send the final structure to the person building campaigns in the ad platform.

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