How to Use Google Trends the Way Hubspot Does

Marketers using Hubspot often need fast, data-backed insight into what people are searching for right now. Google Trends is a free tool that shows you how interest in a topic changes over time so you can plan smarter content, ads, and campaigns.

Based on the approach shown in the original Google Trends tutorial, this guide walks through the practical steps to research keywords, compare topics, and discover breakout ideas you can plug directly into your editorial calendar or marketing automation workflows.

What Google Trends Shows Hubspot Marketers

Google Trends does not give exact search volume. Instead, it shows a relative interest score from 0 to 100 over a chosen time range. This helps Hubspot users understand momentum and seasonality, not just static volume numbers.

The key insights you get include:

• Interest over time – how searches for a topic rise or fall.
• Interest by region – where a topic is more popular geographically.
• Related topics – themes users also search for.
• Related queries – specific long-tail searches growing in popularity.

These trends help you decide when to publish content, which angles to prioritize, and how to localize campaigns in your CRM or email sequences.

Hubspot-Friendly Setup in Google Trends

Before researching, align Google Trends settings with your marketing goals. This keeps your data useful and comparable across campaigns you manage in Hubspot.

1. Choose the Right Location

Select the country or region that matches your target audience. For example, a global B2B SaaS team using Hubspot might analyze the United States, United Kingdom, and Australia separately.

This helps you:

• Spot where demand is emerging.
• Decide which markets deserve localized landing pages.
• Align regional sales and email campaigns with interest spikes.

2. Pick an Effective Time Range

Your time range determines the patterns you see. The original Hubspot-style walkthrough recommends switching ranges to reveal different stories:

• Past 7 or 30 days – short-term spikes and news-driven topics.
• Past 12 months – seasonality for annual campaigns.
• Past 5 years – macro trends and long-term growth or decline.

Once you recognize a pattern, you can schedule blogs, ads, and email workflows inside Hubspot to match seasonal peaks.

3. Select Search Type

Use the “Search type” dropdown to refine data:

• Web search – general interest; best for most content topics.
• Image, News, Shopping, YouTube – more specific intent signals, useful for campaigns centered on visuals, PR, products, or video.

For example, a team managing video campaigns alongside Hubspot email nurturing might rely heavily on YouTube search trends.

Core Google Trends Tactics for Hubspot Campaigns

Once your basic settings are in place, you can apply several repeatable tactics to uncover topics and optimize your editorial calendar.

Compare Multiple Keywords

Google Trends lets you compare up to five keywords or topics. This is invaluable when choosing which ideas deserve a full campaign or integration in Hubspot.

1. Type your primary topic into Google Trends.
2. Click “+ Compare” and add related topics or variations.
3. Review the chart to see which topic has the strongest and most stable interest.

Use the winner as your core topic, and plan supporting content around weaker but still relevant terms.

Distinguish Between Topics and Search Terms

Google Trends offers two options when you type a word:

• Search term – the exact phrase people type.
• Topic – a broader concept that groups many related searches and languages.

For international or multi-language campaigns in Hubspot, selecting a “Topic” often gives clearer, more stable trend data than a narrow single-language term.

Analyze Seasonality for Hubspot Content Planning

To plan your calendar:

1. Set the time range to at least 12 months.
2. Look for repeating peaks and drops.
3. Map these peaks to your upcoming newsletters, blog posts, and campaign launches inside Hubspot.

For example, if interest in “email marketing templates” spikes every January, you can publish a new guide and launch a related email sequence just before that annual peak.

Hubspot Use Cases: Turning Trends into Campaigns

Trend data is most powerful when tied to your CRM, lead flows, and automation. Here are specific ways Hubspot workflows can benefit from Google Trends insights.

Content Topic Validation

Before writing a long-form guide, compare your working title keywords with alternatives in Google Trends. Choose the option that shows:

• Stable or rising interest over the past year.
• Stronger average score than competing topics.

Then, build supporting blog posts and lead magnets around that theme, connecting everything to a central Hubspot campaign for tracking.

Regional Campaign Targeting in Hubspot

Use the “Interest by subregion” section to see which states or countries show unusual interest.

1. Note your top regions for a topic.
2. Create segmented lists in Hubspot based on geography.
3. Launch localized ads, emails, and landing pages timed to local peaks.

This keeps your budget focused on markets where attention is already building.

Identify Breakout Queries

In the “Related queries” panel, filter by “Rising” to see breakout terms. These often reveal early-stage topics or phrasing you have not yet covered in your content.

For each breakout query you find:

• Draft a blog post or FAQ targeting that phrase.
• Link it to relevant pillar pages.
• Add the topic to Hubspot email nurturing sequences or chatflows.

Integrating Trends Data with Hubspot and Other Tools

Once you identify promising keywords and topics, connect them with the rest of your stack.

Coordinate SEO and CRM Strategy

Use a workflow like this:

1. Research topics in Google Trends.
2. Validate search volume in your keyword tool.
3. Plan content and CTAs.
4. Build campaigns, lists, and forms in Hubspot tied to those topics.

This closed loop helps you measure how well each trend-driven idea converts into leads and customers.

Leverage Expert Help Beyond Hubspot

If you want external support setting up an integrated strategy that includes CRM, analytics, and content, you can work with a specialist agency such as Consultevo to align trends research with your entire marketing funnel.

Next Steps: Build a Trend-Driven Hubspot Calendar

To put this into action:

1. Pick 3–5 core business topics.
2. Analyze each in Google Trends by region and time range.
3. Document seasonal peaks and breakout queries.
4. Turn your findings into a 3–6 month content calendar.
5. Set up tracking in Hubspot so every new asset ties back to a specific campaign and trend insight.

By repeating this process monthly, you gradually build a library of content and campaigns that match real-time audience interest instead of guesswork, giving your marketing a sustainable performance advantage.