Top Keywords for Flight PPC Campaigns in 2025
In flight PPC, the right keywords can mean the difference between profitable booking calls and wasted spend. This guide shows you the exact high-intent and pay-per-call terms, the negative lists that protect your budget, and how to structure routes and cabins for higher conversion rates.
Why Keywords Matter So Much in Flight PPC
Competition on travel queries is intense and seasonal. Average CPCs on high-value routes and premium cabins can spike, so catching intent—words like “book,” “call,” “change,” “help,” plus city-pair and cabin modifiers—dramatically improves lead quality. The goal isn’t traffic; it’s calls from travelers ready to purchase.
High-Intent “Book” Keywords (Core Set)
Start with explicit booking phrases. Use Exact and Phrase match to maintain control and layer city/cabin modifiers.
- “book flight to [destination]”
- “book international flight [route]”
- “business class tickets [city]”
- “first class flight [origin] to [destination]”
- “last minute flight [city]”
- “multi city flight booking”
- “one way flight booking [city]”
- “book flight over phone”
- “travel agent flight booking near me”
- “book flight with agent [city]”
Tip: add popular city pairs and hub routes first (e.g., NYC⇄LON, DEL⇄DXB, LAX⇄HND), then expand long-tail.
Pay-Per-Call & Help-Intent Keywords (Convert Fast)
These terms explicitly signal a desire to talk now. They’re ideal for call-only ads and call assets.
- “call to book flights” / “book flight by phone”
- “flight booking phone number [city]”
- “flight change helpline” / “flight rebooking number”
- “flight cancellation assistance number”
- “24/7 flight booking number”
Route, Cabin & Timing Modifiers (Long-Tail Gold)
Combine origin/destination, cabin class, and timing to capture ready-to-book travelers with specific intent.
| Pattern | Examples | Use In |
|---|---|---|
| [origin] to [destination] + book/call | “NYC to Dubai book flight”, “Delhi to Toronto call to book” | Exact + ad headline & path; route-specific ad groups |
| Cabin + route | “first class NYC to London”, “premium economy LAX to Tokyo” | Exact/Phrase + dedicated ad copy; higher AOV focus |
| Timing + urgency | “last minute flights to Paris call”, “same day flight booking number” | Call-only + tight ad schedule |
Negative Keywords That Protect Your Budget
Block low-intent queries and non-buyer traffic. Refresh weekly from search terms.
Cost/Free/Junk
- free, cheapest, discount code, coupon
- miles points, student discount (if not offered)
- refund policy, customer service complaints
Irrelevant Intents
- jobs, careers, pilot, cabin crew
- flight tracker, flight status, live radar
- simulator, training, airport parking
Protect brand terms with care; exclude airline support intents unless you provide that service compliantly.
Match Types & Bidding That Work in Travel
- Exact for premium routes/cabins and call intents.
- Phrase to capture close variants without broad sprawl.
- Use Broad sparingly; monitor search terms daily early on.
- Start with manual/Max Clicks caps to collect data; shift to tCPA/tROAS once you have stable conversion volume (calls with duration filters).
How to Structure Ad Groups (SKAG-Lite)
Keep tight themes for message-match and Quality Score:
- By route: one ad group per major city pair (e.g., NYC⇄LON).
- By cabin: Business, First, Premium Economy variants per route.
- By intent: “book” vs “call” vs “change/cancel help”.
Ad copy should mirror the keyword exactly (headlines + path), include a call CTA, and display agent hours if possible.
Sample Keyword Set (Copy-Ready)
| Theme | Example Keywords (use Exact & Phrase) |
|---|---|
| Book intent | “book flight to dubai”, “book flight nyc to london”, “business class tickets delhi”, “first class flights nyc to london” |
| Call intent | “call to book flights”, “flight booking phone number”, “24/7 flight booking number”, “book flight by phone” |
| Help intent | “flight change helpline”, “flight rebooking number”, “flight cancellation assistance” |
| Urgency | “last minute flights paris call”, “same day flight booking number” |
Tools to Build & Validate Your List
- Google Keyword Planner: seed with routes & cabin classes; filter by locations you serve.
- SEMrush/Ahrefs: expand long-tails; compare CPC and difficulty.
- SpyFu/SimilarWeb: inspect competitor ad copy/themes (use ethically).
- Call tracking (DNI): tie keywords to call duration and outcomes.
From Keywords to Calls: What Actually Moves the Needle
- Ad scheduling: run when agents can answer; pause off-hours.
- Call assets & call-only campaigns: match to “call” and “help” terms.
- Landing UX: sticky call button, trust signals, popular routes, clear fees/policies.
- Optimization loop: weekly negatives, promote converting routes, scale winning cabins.
Start here → AdShot Media · Flight Booking Ads