The keyword you bid on isn't the search query you actually ran on. Modern Google match types are loose — you bid on "plumber San Antonio" and Google might show your ad on "cheap pipe fitters near me." The Search Terms report shows you what searches actually triggered your ad.
Where to find it
Google Ads → Insights and Reports → Search Terms. Or jump in from any campaign / ad group: Insights → Search Terms.
The columns that matter
- Search term — what the user actually typed.
- Match type — how Google matched it: exact, phrase, or broad.
- Added/Excluded — whether you've already added it as a keyword or negative.
- Impressions / Clicks — how often it triggered, and how often someone clicked.
- Cost — how much you spent on this exact search.
- Conversions — how many of those clicks became conversions.
- Cost / conv. — CPA for this specific query. The most important column.
The 5-action Monday routine
Spend 30 minutes once a week. Sort by spend descending. Look at the top 30-50 search terms. For each:
Action 1: Add it as an exact-match keyword
The search term has high impressions and is converting? Add it as an exact-match keyword in the relevant ad group. Now Google bids on it specifically rather than relying on broad/phrase matching.
Action 2: Add it as a negative
High spend, no conversions, irrelevant? Add as negative phrase. Negatives guide.
Action 3: Move it to a different ad group
The search term is converting but it's a different theme than the rest of the ad group? Create a new ad group for it with tailored ad copy and keywords.
Action 4: Pause your bid on the original keyword
You bid on "marketing software" but the converting searches are all "ad management tools"? Your matched-keyword strategy is misaligned. Pause the broad keyword and bid on what people actually search for.
Action 5: Update your ad copy
High-CTR search terms tell you what language your audience uses. If everyone searching "lead gen tools for agencies" converts well, your ad headline should literally say "Lead gen tools for agencies."
Patterns to watch for
- Brand names you don't sell — Google is matching your ad to competitor names. Add as negative unless you intend to compete on competitor terms (legal but risky).
- "Free" / "cheap" in search terms but you're not free or cheap — wasted spend. Add as negative.
- Long-tail conversions — search terms with 5+ words and a low CPA. Goldmine. Add as exact match.
- Question searches — "how does X work" indicates research stage, not buying stage. CPA will be high; consider negatives if it's wasting budget.
Common mistakes
- Adding every converting term as exact match. You'll fragment your data into ad groups too small to optimize. Only break out terms that are themed differently from their parent.
- Adding negatives based on one click. Wait for at least $20-50 of spend before declaring a search term wasted.
- Ignoring the report on Performance Max campaigns. PMax now exposes search themes (limited Search Terms equivalent). Use it.