A Long Tail Keywords Strategy: More Conversions, Less Competition in Google Ads

When running Google Ads, many businesses focus on generic keywords: short, broad ones like “software” or “marketing agency”. These may get a lot of searches, but they are also costly and competitive. This is where long tail keywords come in.

What Are Long Tail Keywords?

Long tail keywords are longer, more specific search phrases and tend to be 4 or more words. Instead of “CRM software”, a long tail keyword might be “CRM software for small B2B sales teams”.

The benefits of running this style of keyword time is that they usually have:

• Lower search volume (fewer people search them)
• Higher intent (the people searching are closer to buying)
• Less competition (fewer advertisers are bidding on them)

You can spot them by looking at the detail in the phrase. A general keyword is short and vague. A long tail keyword is longer, more targeted, and often shows intent (such as “buy”, “for”, “best”, “near me”).

Tools and Techniques to Discover Long Tail Keywords

Finding long tail keywords doesn’t have to be hard. Here are some simple ways:

• Google Keyword Planner – Helps you see search volume and related terms.
• Google Search Console – Shows what people are already typing in to find your site.
• Reddit and Forums – Real people asking real questions can give you keyword ideas.
• Websites like Answerthepublic – Get instant, raw search insights, direct from the minds of your customer
• Autocomplete and “People Also Ask” – Type your keyword into Google and look at the suggestions.

These tools show how your audience searches in their own words. This is a perfect way for spotting long tail opportunities.

How to Structure Long Tail Keywords

When using long tail keywords, the way you set up your ad groups can make or break performance. Here’s how to do it properly:

1. Keep Them Tight and Specific

Each ad group should focus on one clear theme. Don’t cram too many different ideas into a single ad group. This will allow you to tailor ads to exactly what the searcher wants. This also makes it easier to measure performance and see which niche is driving conversions.

2. Match the Ad Copy

Your ad should mirror the keyword. If the keyword is “B2B CRM software for small teams”, then your headline might want to include elements of that keyword. This increases:

• Relevance – Google rewards you with a better quality score.
• CTR (click-through rate) – People are more likely to click when the ad matches their search.

Think of it as joining the conversation already happening in their head and show them you understand what they’re looking for.

3. Send to the Right Landing Page

The landing page must be a perfect fit for the keyword. If someone searches for “CRM software for manufacturing businesses”, don’t just send them to your homepage. Send them to a page that highlights how your CRM helps manufacturers. A strong keyword → ad → landing page flow means you’re not wasting clicks. Every step feels natural to the searcher, which increases the chances they’ll convert.

Why Long Tail Keywords Are Great for Smaller Budgets

If you’re a B2B company working with a limited ad budget, long tail keywords can be a game-changer. Instead of competing for the broad, expensive terms that big players dominate, you can focus on the specific searches that matter most to your audience. Here’s why they work so well:

1. Cheaper CPCs (Cost Per Click)

Broad keywords like “CRM software” attract hundreds of advertisers, which pushes costs through the roof. Long tail keywords have far less competition, which drives CPCs down. For smaller businesses, this means you can stretch your ad spend further and compete against bigger names without burning through your budget.

2. Better ROAS (Return on Ad Spend)

Because long tail searches are more precise, the clicks are often much more qualified. Someone searching “CRM software for B2B sales teams under 20 people” isn’t browsing casually, they likely have a clear need and budget. This higher intent means your ads generate stronger leads and a better return on every pound you spend.

3. Focused Targeting

With long tail keywords, you’re not wasting money on vague clicks from people who don’t fit your offer. Instead, you’re paying only for those actively searching for a solution like yours. In B2B, where sales cycles are longer and leads are more valuable, this level of focus ensures you’re reaching the right decision-makers.

Conclusion

Long tail keywords are one of the most effective strategies in Google Ads, and they are especially valuable for B2B businesses. When someone types in a detailed, specific search and clicks your ad, they are often already in “solution mode” rather than just browsing. This means the lead quality is higher, their intent is stronger, and your ad spend works harder for you. For B2B companies where every lead counts, long tail keywords don’t just save budget, they help you attract prospects who are closer to becoming customers.