Updated
Google Trends is a free tool from Google that shows how interest in search terms changes over time, by country and by region. The values are not absolute search volumes but a relative index from 0 to 100.
What to use Google Trends for
- Seasonality: when people search for your products and when to start campaigns.
- Comparing terms: which product or service name people actually use.
- Rising topics: growing searches that are worth an article or content marketing.
- Regions: where interest is highest.
Google Trends vs. Keyword Planner
Trends shows direction and comparison, not exact search volumes. For estimated searches and cost per click use the Keyword Planner in Google Ads. In practice they work together: Trends for timing and topics, the planner for numbers.
A practical tip
Before a season, compare the last 2 to 3 years. If interest starts rising in October, increase the Christmas budget earlier. In small markets short spikes are often random, so look at longer periods.
We take seasonality and keywords into account in every Google Ads account we manage.
Further reading: Keyword research, Marketing trends 2027.
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