Top Facebook Keyword Research Tool Free And Paid

Keyword research is one of the most important steps in ensuring your Facebook ad campaign is delivered effectively. Today, there are numerous tools available to assist advertisers in researching Facebook ad keywords. Not only do premium tools offer advanced features, but many free tools also allow advertisers to plan their keyword strategy quickly and professionally.

In this article, we explore both free and paid tools for Facebook Ads keyword research. Additionally, we provide a set of clear criteria to help you evaluate and choose the right tool based on your goals, budget, and experience level.

Best Free Tool For Facebook Keyword Planner

You can take advantage of free keyword research tools provided by Meta and Google, two of the largest platforms in the world with billions of users. These tools offer valuable data for advertisers who want to build effective Facebook ad campaigns without spending extra on paid tools.

Meta Ads Manager 

Meta Ads Manager is Facebook’s official ad management platform, making it the most accurate source of keyword and interest data for Facebook advertising. You can use this tool to explore relevant advertising keywords and discover audience insights by following these steps:

Step 1: Go to Meta Ads Manager and click on Audiences
Step 2: Select Create Saved Audience
Step 3: In the Detailed Targeting section, click Add Demographics, Interests, or Behaviors and enter a relevant topic or keyword.

Meta will then show you a list of suggested keywords (interests) related to your input. You’ll also see the audience size for each keyword directly below it.

When you hover your cursor over a specific keyword, a short description appears to help you understand what it represents.

Example:
If you type “agency” into the search bar, Meta will suggest several related interests, such as “advertising agency” or “modeling agency.” When you hover over “advertising agency”, you might see something like:

• Size: 196,176,364–230,703,405

• Category: Interests > Additional interests > Advertising agency (marketing)

• Description: People who have expressed an interest in or like pages related to Advertising agency (marketing)

These details help advertisers better understand the audience behind each interest keyword.

Although Meta Ads Manager may not be as intuitive or information-rich as some third-party keyword tools, it remains an incredibly useful and accurate resource for advertisers doing Facebook keyword research and audience planning.

Facebook Search Feature

Another free tool you can use to discover ad-related keywords is the Facebook Search feature itself. This method allows you to explore relevant keyword ideas without needing a business account or ad manager access all you need is a regular Facebook account.

Here’s how to use it:

Step 1: Open the Facebook app on your phone or access Facebook via desktop

Step 2: In the search bar, enter a keyword or topic related to your business or product

Facebook will then display a list of related keyword suggestions underneath the search bar. These are not shown randomly  these keywords are closely related to your input topic and are commonly searched by Facebook users.

You can repeat this process by entering different seed topics or core keywords to explore more suggestion lists. While this method might be time-consuming and doesn’t offer additional metrics like volume or competition level, it’s still considered a useful free tool for keyword research.

With enough exploration, this approach can help you build a list of high-quality keywords that real Facebook users are actively searching for  making it a valuable resource for shaping your ad targeting and content strategy.

Google Keyword Planner

To use Google Keyword Planner, you’ll need access to a Google Ads account. If you don’t have one yet, you can easily create a new account by following these steps:

Step 1: Go to the Google Keyword Planner and click “Start Now” to begin creating a new Google Ads account.

Step 2: Click on “New Google Ad Account” to set up your account.

Step 3: Google will prompt you to create a campaign. However, you can bypass this by choosing to create an account without setting up a campaign.
Enter the required details and click Next.

Step 4: Select “Set up account only” to skip campaign creation.

Step 5: Fill in your account and billing information, then click Submit.

Step 6: Once your account is ready, navigate to Tools & Settings and select Keyword Planner to begin your keyword research.

Google Keyword Planner provides keyword ideas, average monthly search volume, competition level, CPC estimates, and trends  making it an excellent tool for building keyword lists and understanding user search intent. Although it’s designed primarily for Google Ads, many Facebook advertisers use it to inform ad copy, target interests, and develop landing page content based on real search behavior.

How to Use Google Keyword Planner for Keyword Research

Once your Google Ads account is set up, here’s how you can use Google Keyword Planner to research keywords:

Step 1: Go to the Keyword Planner tool inside Google Ads

Step 2: Click on “Discover new keywords”

Step 3: Enter your seed keywords and choose your location and language preferences

Step 4: Click “Get Results” to view keyword suggestions

Google will generate a list of related keywords along with valuable data. You can add selected keywords to a plan by clicking “Add keyword to create plan”, which helps organize your research and forecast potential results.

Google also allows you to refine your keyword targeting by using:

• Broad match

• Exact match

• Phrase match

For each keyword, the tool provides:

• Search volume

• Competition level

• Estimated cost per click (CPC)

• Historical and seasonal trends

Google Keyword Planner is arguably the most detailed free keyword tool available. It not only gives you a broad keyword list but also lets you forecast future keyword trends, helping you plan content or ads based on real search behavior.

Although this tool is designed primarily for Google Ads, many Facebook advertisers use it to craft effective ad copy, understand audience demand, and align messaging with search intent making it a valuable resource even beyond Google’s ad ecosystem.

Best Tool For Facebook Keyword Planner

While there are many free keyword research tools available, these are generally more suitable for small to medium-sized businesses. If your business has a larger budget for this stage of marketing, it’s worth considering investing in premium tools. Paid tools offer not only advanced keyword research and planning features but also a wide range of functionalities that support advertisers throughout their campaigns.

Ahrefs

The first paid keyword research tool we recommend is Ahrefs. It’s widely regarded as one of the most comprehensive platforms available. In addition to keyword research and analysis, Ahrefs provides features like competitor analysis, Google keyword research, SEO site audits, and more.

Ahrefs offers third-party data, which may not be 100% accurate, but it is considered highly reliable and useful for advertisers when planning Facebook Ads or SEO campaigns.

The standard pricing starts at $129/month, giving users access to nearly all features. However, this cost might be a bit high for some businesses. In that case, you can opt for the Starter plan at $29/month, which comes with limited access to core features like Site Explorer, Keywords Explorer, and Site Audit. Despite the limitations, this entry-level plan still offers enough functionality for effective Facebook keyword research.

Ahrefs provides in-depth keyword data, including:

• Keyword suggestions

• Country-specific and global search volume

• Estimated competition level

• Predicted CPC (cost per click)

• Competitor domains targeting the same keywords

Simply enter a seed keyword, and Ahrefs can return hundreds  or even thousands  of related keyword ideas, complete with detailed metrics. If you're preparing for a large-scale campaign, this tool can save you time, improve targeting, and streamline your research process.

Semrush 

Another powerful tool comparable to Ahrefs is Semrush, widely used by Google advertisers around the world. Semrush allows you to try out its features without requiring a payment method or active subscription. All you need is to create a free account to access a limited number of feature uses. While the usage is restricted, it's still enough to help you evaluate whether the tool is worth investing in.

The keyword research feature in Semrush provides valuable insights, including:

• Search volume by country

• Global search volume

• Keyword difficulty

• User search intent

• Estimated CPC

• Keyword trend over time

You’ll also receive keyword suggestions such as variations, related questions, and phrase matches  ideal for building ad copy or blog content.

Semrush is a premium tool with pricing plans starting at $139/month. While it may seem expensive, the depth and breadth of data it provides make it a worthwhile investment for serious advertisers. 

Keywordtool.io

Keywordtool.io is a specialized tool for keyword research. It allows users to explore platform-specific keywords across various social media channels such as TikTok, Google, Pinterest, Instagram, Amazon, and more. This enables advertisers to build keyword sets that better match user search intent.

Since Keywordtool.io is designed specifically for keyword research, it doesn't offer as many additional features as tools like Ahrefs or Semrush. However, it comes at a more affordable price, with Pro plans starting at $69. The tool also offers a limited free version, which allows users to view keyword ideas but restricts access to detailed metrics.

With the Pro version, users can access keyword variations, search volume, trends, average CPC, and competition level. It's a cost-effective solution if your main focus is keyword research, providing detailed insights and delivering hundreds of keyword ideas with just one click.

How to Select the Right Tool for Your Facebook Ads Keyword Research

After exploring several keyword research tools for Facebook Ads, the question becomes: Which tool should you actually use for your specific goals?

Not all tools serve the same purpose. Here’s how to select the right one, based on your advertising needs, budget, and experience level:

Your Advertising Experience Level

• Beginner: If you're new to Facebook advertising, start with Meta Ads Manager or the Facebook Search Feature. These tools are free, easy to use, and give you direct access to how Facebook interprets keywords and interests.

• Advanced: Tools like Ahrefs and Semrush provide deeper insights into keyword trends, SEO intent, and competitor data useful if you're combining paid ads with organic content strategies.

Your Campaign Objective

• Precise Facebook interest targeting: Use Meta Ads Manager to find actual targetable interests while building your ad set.

• Content-focused campaigns: If you're crafting landing pages, blog posts, or lead magnets to support your Facebook Ads, SEO tools like Semrush, Ahrefs, or Google Keyword Planner are ideal.

• Exploratory keyword research: Use Keywordtool.io to generate keyword variations that can inspire both interest targeting and creative messaging.

Platform-Specific Data

• Facebook-specific targeting: Prioritize tools that show you data directly relevant to Facebook Ads, like Meta Ads Manager or Facebook Search Feature.

• Search-based insight: Tools like Google Keyword Planner, Ahrefs, and Semrush are built for Google, but still help uncover how your audience searches online valuable for shaping copy and angles.

Budget Consideration

• Free tools:

  • Meta Ads Manager

  • Facebook Search Feature

  • Google Keyword Planner
    These are sufficient for basic targeting and research needs.

• Paid tools:

  • Ahrefs and Semrush (premium SEO suites with robust keyword data)

  • Keywordtool.io (freemium, with a focus on keyword generation for multiple platforms)

Summary Table: Choose Based on Your Needs

The best Facebook keyword research tool is the one that aligns with your campaign goal. If you're targeting based on Facebook interests, stick with Meta tools. If you're building SEO-aligned content or long-term funnels, bring in Google-based keyword tools to help structure messaging and creativity.

Remember, you don’t have to rely on just one tool. Combining a Facebook-native tool with an SEO platform often gives the best of both worlds.

Conclusion

Keyword research is an essential step for improving Facebook ad performance. Whether you're using free tools like Meta Ads Manager or paid platforms such as Ahrefs and Semrush, the right tool can help you find relevant interests, understand audience behavior, and craft more effective ads.

Free tools are great for getting started, while paid options provide deeper insights for scaling campaigns. Use the selection criteria we outlined to choose the tool that fits your budget and goals.

Remember, successful Facebook ads start with well-researched keywords and choose your tools wisely.