Google AdsOptimizationQuality

How to Use the Google Ads Search Terms Report to Find Gold

AdsWatch Blog June 2026 5 min read

The Search Terms report is the most valuable and underused tool in Google Ads. It shows actual searches that triggered your ads — different from the keywords you bid on. This gap hides your biggest waste and best opportunities.

TABLE OF CONTENTS
  1. How to Access the Search Terms Report
  2. Finding Wasted Spend
  3. Finding New Keyword Opportunities
  4. Making it a Weekly Routine

How to Access the Search Terms Report

In Google Ads go to Keywords in the left navigation then click Search Terms at the top. Always look at at least 30 days of data for meaningful patterns.

Finding Wasted Spend

Sort by Cost descending and look for:

1
Queries with high spend and zero conversions — priority negative keyword candidates
2
Informational queries like how to or what is showing research not buying intent
3
Competitor brand names if you do not want to appear for competitor searches
4
Job-related queries if you are selling a software product

Finding New Keyword Opportunities

Sort by Conversions descending and look for:

1
High-converting queries not in your keyword list — add as exact or phrase match
2
Variants of your keywords that perform differently — separate into their own ad groups
3
Location modifiers like near me or city names — create location-specific campaigns

Making it a Weekly Routine

Review the Search Terms report weekly. AdsWatch daily monitoring flags CTR or spend anomalies that often trace back to a new irrelevant match. Then investigate the Search Terms report to find and block it.

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