Guide

Google Ads search terms.

Search terms are the clearest view into actual demand. They show the gap between what a campaign targets and what users really search.

Separate waste from opportunity

Some search terms should be excluded. Others reveal new keywords, better ad copy, or a landing page angle worth testing.

A search can be good in one campaign and bad in another. Evaluate it against the offer, location, match type, and conversion goal.

The value of search term analysis comes from follow-through: adding negatives, promoting useful terms, or changing structure.

Workflow

Review cost, clicks, and conversion signals.

Classify terms as waste, opportunity, or watchlist.

Apply negatives or campaign improvements with clear reasoning.

FAQ

No. Keywords are what you target. Search terms are what users actually searched before your ad appeared.

Manual review is easy to postpone. Automation helps surface the highest-risk and highest-opportunity terms consistently.

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Solution