Google Ads Keyword Multiplier

How to use it

1. Core keyword: the service people search for, one per line. For a criminal defense firm that might be "dui", "drug possession" and "domestic violence".
2. First modifier: the word they use for the provider, like "lawyer". Pick the one your market searches and stick to it.
3. Second modifier: the places and qualifiers. Leave the first line blank so you also get the version with no place, then add "near me", the state and the main towns you target.
4. Check the match types you want, click Copy all, and paste into the ad group.

The list updates as you type. Everything is lowercased, extra spaces are removed and duplicates are dropped. You can paste a block of columns straight from Google Sheets or Excel and it fills the boxes left to right. Nothing you enter leaves your browser.

Example

"dui" and "drunk driving" in the first box, "lawyer" in the second, and a blank line, "near me" and "tampa" in the third gives six keywords: dui lawyer, dui lawyer near me, dui lawyer tampa, and the same three for drunk driving. With exact and phrase checked, that is twelve lines ready to paste.

Keep the list tight

A multiplier makes it easy to generate hundreds of keywords. More is rarely better. A focused ad group with a few core services and the towns you actually serve is easier to manage, easier to write ads for, and easier to read in the search terms report. Start small, watch what people really type, and add from there.

Questions

What does a keyword multiplier do?

It takes a few short lists (the service, the word people use for the provider, and the places or modifiers they add) and combines every line with every other line. Four services, one "lawyer" line and ten towns become 40 keywords in a second, with no typos and no missed combinations.

Why are exact and phrase match on by default?

Exact and phrase match keep spend on searches that clearly match the service. Broad match lets Google decide what is related, which on a small local budget usually means paying for research searches that never turn into a client. Modified broad match is not offered because Google retired it in 2021.

Do I need plural versions like "lawyers"?

No. Exact and phrase match already cover close variants, including plurals and common misspellings. Adding "lawyer" and "lawyers" doubles the list without reaching new searches.

Should I add town keywords if Keyword Planner shows no volume?

Usually, yes. Keyword Planner reports exact-match volume and rounds small numbers down, so a town version that shows zero still gets searched. Keep the towns to the main cities in the area you actually target, and let the search terms report tell you which ones earn their place.

Where do I paste the list?

In Google Ads, open the ad group, go to Keywords, click the plus button and paste. The brackets and quotes set the match type automatically. For bulk edits in Google Ads Editor, use Download CSV.

Want a second set of eyes on the whole account, not just the keywords? See how we run Google Ads management for law firms and local businesses.