Understand what sits behind a Google search, recognise the difference between research and buying intent, and learn why a keyword can be relevant to your business without being commercially valuable.

Build the starting point for your keyword research using products, services, customer language, problems, locations and real-world buying situations rather than relying on random keyword ideas.

Distinguish keywords that indicate commercial intent from searches primarily seeking information, and understand when informational traffic can still play a useful role in a broader paid search strategy.

Expand a focused seed list into a broader set of useful Google Ads keyword opportunities using customer language, related searches, modifiers, competitor categories and keyword research tools without creating an uncontrolled list.

Understand how negative keywords help prevent irrelevant searches from consuming budget, identify common sources of unwanted intent and build the beginnings of a practical negative keyword strategy.

Organise keyword ideas around clear customer needs and closely related commercial themes so your campaign planning remains understandable without creating unnecessary fragmentation.

Prioritise keyword opportunities using relevance, intent, customer value, likely cost, conversion potential and available demand rather than simply choosing the keywords with the highest search volume.

Bring the workshop together by turning your research into a practical keyword plan containing prioritised themes, negative keywords, commercial-intent scores and clear recommendations for what should be tested first.