Short answer: Your keywords are not what people search. The search terms report shows the real queries that triggered your ads, and it is the single most useful report for cutting waste in a Search campaign. Check it every week, add irrelevant terms as negative keywords, add strong converting terms as keywords, and use what you learn to improve your ads and landing pages.
Keywords vs search terms
A keyword is what you add to the account. A search term is what a person actually typed. With phrase and broad match, one keyword can trigger hundreds of different searches. For example, the keyword “accounting software” can show for “free accounting software”, “accounting software jobs” or “best accounting software for small business”. Only the last one is likely to buy.
Where to find it
- Open Campaigns, then Insights and reports.
- Click Search terms.
- Set a date range of at least 30 days for a first review, then 7 days for weekly checks.
- Add the columns Conversions, Cost per conversion and Match type.
Some low volume searches are hidden for privacy, so the report never shows 100% of your spend. It still shows enough to make good decisions. Performance Max has its own search term insights, which show query themes rather than every search.
What to look for
| Pattern | Example | Action |
|---|---|---|
| Wrong intent | free, jobs, course, salary, DIY | Add as negative keywords |
| Wrong location | a city you do not serve | Add negative or fix location settings |
| Competitor names | another brand name | Decide on a policy, often separate campaign or negative |
| Strong converting term | best payroll software for startups | Add as exact or phrase keyword |
| High spend, no conversions | a broad but related query | Add as negative or move to its own ad group |
A simple weekly routine
- Sort by cost. Start with the terms that spent the most.
- Mark the obvious waste. Add clear bad terms as negatives at campaign level or to a shared negative list.
- Find winners. Terms with conversions at a good cost should become keywords so you control bids and ads for them.
- Spot new themes. Repeated questions or product types can become new ad groups or landing pages.
- Write it down. Keep a short log of what you added so you can see the effect later.
Choosing the right negative match type
- Negative exact: blocks only that exact search
- Negative phrase: blocks any search that contains the phrase, for example “free”
- Negative broad: blocks searches that contain all the words, in any order
Negative keywords do not match close variants in the same way normal keywords do, so add plurals and common misspellings when they matter.
Common mistakes
- Adding negatives so broad that they block good searches
- Only checking the report once at launch
- Judging terms on clicks instead of conversions
- Forgetting to share negative lists across campaigns
Frequently asked questions
What is the search terms report in Google Ads?
How often should I check search terms?
Why are some search terms hidden?
Can I see search terms for Performance Max?
Should I add every converting search term as a keyword?
Who can review my search terms and negatives?
Want an expert review of your search terms?
The search terms report is the first place I look in every audit. See my Google Ads management service or request a free ads audit. For more, read Google Ads Negative Keywords: Complete Guide and Google Ads match types explained.