Definition
The search terms report in Google Ads shows the actual searches that triggered your ads and led to clicks, as opposed to the keywords you bid on.
Search terms report explained
You bid on keywords, but people type searches. With broad and phrase match, and close variants for exact match, the two can be quite different. The search terms report shows the real queries, with their cost, clicks and conversions, which makes it the most important report for keeping an account efficient.
Reviewing it regularly lets you:
- Add irrelevant searches as negative keywords.
- Find converting searches worth adding as their own keywords, with tailored ads and landing pages.
- Spot new customer language to use in ads, landing pages and SEO content.
- Check that automated campaigns are matching the intent you expect.
Google doesn't show every search term; some are hidden for privacy reasons when volumes are low. Even so, the visible terms usually reveal the main patterns. For active accounts, a weekly review is a common rhythm, and it is the heart of ongoing Google Ads maintenance.
Example
Your law firm's search terms report shows ads appearing for “how to become a lawyer” and “law school requirements”. Those clicks never convert, so you add them as negatives, and you notice “divorce lawyer free consultation” converts well and give it its own ad group.
Why it matters
It shows where your budget is really going, which is where most wasted spend is found and fixed.
Related service
Google Ads Maintenance
Ongoing search-term reviews, negative keywords, bid and budget checks for accounts that are already running.
Google Ads maintenance and optimizationPublished by Vidern, founded and led by Malhar Shah. Updated .
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Related terms
- Negative keywordsNegative keywords are terms you add to a Google Ads campaign to stop your ads showing on searches that contain them.
- Keyword match typesKeyword match types in Google Ads, broad, phrase and exact, control how closely a search must relate to your keyword for your ad to be eligible to show.
- CPA (Cost Per Acquisition)CPA (cost per acquisition) is the average advertising cost to win one conversion, such as a sale, sign-up or lead: total ad spend divided by conversions.
- Long-tail keywordA long-tail keyword is a specific, usually longer search query with lower search volume, often showing clearer intent than a broad keyword.