Running pay-per-click campaigns can feel overwhelming when you’re not sure which keywords will bring in clicks, conversions, and sales. The right keyword tools can make all the difference by showing you exactly what people are searching for, how competitive those terms are, and what kind of cost you can expect. To help you plan and optimize your ads, here are six reliable PPC keyword tools you can use to strengthen your campaigns and reach the right audience more effectively.

Google Keyword Planner

Google Keyword Planner remains one of the most trusted and widely used keyword research tools, especially for advertisers using Google Ads. It helps you discover keyword ideas based on your products, services, or website. You can also see historical search data such as average monthly searches and competition levels, which makes it easier to set realistic budgets. Google Keyword Planner provides suggested bid estimates, so you have a clear sense of how much it may cost to target certain keywords. Another advantage is that it’s integrated directly within your Google Ads account, allowing you to quickly create ad groups and campaigns around the keywords you find.

SEMrush

SEMrush is a popular all-in-one marketing platform that offers a powerful PPC keyword research tool. With SEMrush, you can explore the keywords your competitors are bidding on, discover related terms, and analyze search volumes and trends. One of its valuable features is the Keyword Magic Tool, which generates a massive list of keyword ideas categorized by topic or theme. This helps you organize your campaigns and find long-tail keywords that are often cheaper and less competitive. SEMrush also provides insights into the cost-per-click and ad copy examples, so you can see how other businesses are positioning their ads.

SpyFu

SpyFu is well known for its ability to uncover competitor strategies in both paid and organic search. By typing in a competitor’s website or keyword, you can see which terms they have bought ads for over the years. This historical data is helpful because it shows which keywords are consistently delivering results for others in your industry. SpyFu also allows you to download lists of profitable keywords and view ad copy examples. If you are launching new campaigns and want to learn from businesses already investing in PPC, SpyFu can save you time and money by pointing you in the right direction.

Ahrefs

Although many people think of Ahrefs primarily as an SEO tool, it also offers strong features for PPC research. Using the Keywords Explorer, you can analyze the search volume, keyword difficulty, and estimated clicks for any term. Ahrefs pulls data from multiple search engines, giving you a broader picture beyond Google Ads alone. This can be especially useful if you are running campaigns on platforms like Bing. The tool provides insights into related questions and phrases, which you can use to create more relevant and engaging ads that match user intent. Ahrefs also allows you to see which keywords your competitors are ranking for and advertising on, giving you ideas for new opportunities.

WordStream Keyword Tool

WordStream offers a free keyword research tool that’s simple to use but still packed with useful data. You can enter a keyword or website, and the tool will show you search volume estimates, competition levels, and suggested bid amounts. WordStream also provides recommendations for negative keywords, which are terms you may want to exclude from your campaigns to avoid irrelevant clicks. If you are managing multiple PPC accounts or just getting started, WordStream is a good option because it combines ease of use with practical insights to help you build better ad groups and target the right audience.

Ubersuggest

Ubersuggest, developed by Neil Patel, is a user-friendly keyword research tool with capabilities for both SEO and PPC. When you search for a keyword, Ubersuggest displays data such as cost-per-click, competition scores, and historical trends. It also suggests related terms and content ideas, helping you uncover less obvious opportunities that can still drive traffic. Ubersuggest is especially popular among smaller businesses and freelancers because it provides a generous amount of data for free or at a low cost. The platform also includes site audit and backlink analysis features, making it a versatile resource for your broader digital marketing strategy.

Final Thoughts

PPC advertising can deliver quick and measurable results, but success largely depends on choosing the right keywords. If you rely on guesswork or outdated terms, you risk spending your budget on clicks that never turn into customers. That’s why using keyword tools like Google Keyword Planner, SEMrush, SpyFu, Ahrefs, WordStream, and Ubersuggest can help you make informed decisions and improve the performance of your campaigns. Whether you are managing a large advertising budget or running a smaller account, these tools give you the data and insights you need to target the best keywords, reduce wasted spend, and connect with the right audience.

By taking the time to explore and compare keyword ideas, you can build stronger ad campaigns that drive more traffic and generate higher returns. Experiment with a mix of these tools to find which ones work best for your goals and budget, and you’ll be well on your way to creating PPC campaigns that stand out in competitive markets.