The search terms report is one of the most valuable tools in Google Ads, yet most advertisers barely scratch its surface. Master it, and you'll unlock massive optimization opportunities.
What is the Search Terms Report?
The search terms report shows you the actual words and phrases people typed into Google that triggered your ads. This is different from your keywords - which are what you're bidding on.
Key Difference
Keyword: "running shoes" (what you bid on)
Search Term: "best running shoes for flat feet" (what someone actually searched)
Why It Matters
- Find wasted spend - See exactly what's draining your budget
- Discover winners - Find high-converting terms to add as keywords
- Improve Quality Score - Better keyword-ad-landing page alignment
- Reduce CPA - Cut waste, focus on what works
- Expand reach - Uncover keyword opportunities you hadn't thought of
How to Access the Search Terms Report
- In Google Ads, go to Insights and Reports
- Click Search terms
- Set your date range (last 30-90 days recommended)
- Export to CSV for deeper analysis
The 4-Step Analysis Framework
Step 1: Sort by Cost (Descending)
Always start here. The Pareto principle applies:
- 20% of search terms drive 80% of your spend
- Focus on high-spend terms first
- Even small improvements here = big savings
What to look for in high-spend terms:
- ❌ High cost + Zero conversions = Add as negative ASAP
- ⚠️ High cost + Low conversion rate = Pause or add negative
- ✅ High cost + Good ROAS = Add as exact match keyword
Step 2: Filter by Conversions
Find your golden keywords:
- Sort by conversions (high to low)
- Look for terms with 3+ conversions
- Add these as exact match keywords
- Consider creating dedicated ad groups for top performers
✅ Action Item
Any search term that generates 3+ conversions at your target CPA should become an exact match keyword with its own ad group.
Step 3: Identify Negative Keywords
Look for patterns in non-converting terms:
Common Negative Keyword Categories:
- Free/Cheap - "free google ads" (low-intent)
- Jobs - "google ads jobs" (wrong intent)
- DIY/How-to - "how to create google ads" (informational, not buying)
- Competitor brands - "facebook ads" (looking for competitors)
- Wrong locations - Cities/regions you don't serve
- Wrong products - Related but irrelevant terms
⚠️ Common Mistake
Don't add negatives too aggressively. A term needs at least 20-30 clicks with zero conversions before you can confidently call it a waste.
Step 4: Analyze Match Type Performance
Compare how different match types perform:
- Exact Match - Highest control, best conversion rates
- Phrase Match - Good balance of reach and relevance
- Broad Match - Maximum reach, needs heavy negative keyword management
Advanced Search Terms Strategies
1. The "N-Gram" Analysis
Look for common word patterns:
- Export search terms to Excel/Sheets
- Split into individual words
- Count frequency of each word
- Words appearing often in non-converters = potential negatives
- Words appearing in converters = expansion opportunities
2. Question-Based Terms
Searches starting with "how," "what," "why" are usually informational:
- Often lower conversion rates
- Can be valuable for blog content targeting
- Consider separate campaigns with lower bids
3. Geographic Terms
Pay attention to location-specific searches:
- "near me" - High intent, mobile-heavy
- City names - Are you serving those areas?
- Neighborhood names - Ultra-local intent
Weekly Search Terms Routine
Set aside 30 minutes every Monday:
- Export last 7 days of search terms
- Sort by cost, review top 20 terms
- Add 5-10 negative keywords
- Add 2-3 winning terms as exact match
- Update ad copy based on winning search language
Tools to Speed Up Analysis
- Google Ads Editor - Bulk negative keyword uploads
- Optmyzr - Automated search term insights
- ClickSense - AI-powered search term recommendations
- Excel/Google Sheets - Custom analysis and pivots
Automate Search Terms Analysis
ClickSense automatically identifies wasted spend and winning keywords in your search terms report every day.
Start Free Trial →Real Example: £2,000/Month Saved
A ClickSense user ran a search terms audit and found:
- 1 search term was 15% of total spend with 0 conversions
- Added it as a negative keyword
- Saved £2,000/month
- CPA dropped by 35%
- Total conversions actually increased (budget redirected to winners)
Conclusion
The search terms report is your goldmine for optimization. Review it weekly, be aggressive with negatives, promote winners, and you'll dramatically improve campaign performance. Most advertisers leave thousands on the table by ignoring this report.