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Google Ads Search Terms Report: A Weekly Review Checklist
The search terms report shows the queries that actually triggered your ads. It is one of the most useful places to find wasted spend and new keyword ideas, and one of the easiest to misuse by adding negatives in a hurry. This guide gives a short weekly routine. It does not promise savings: how much waste you find depends on your account, match types and market, and you should judge every change by conversions and business value, not by clicks alone.
Turn the search terms report into a short weekly habit.Written by Raunak Kumar Dubey, Founder of GrowthGadgetAi. Last updated 2026-10-03.
Key takeaways
- Review search terms on a fixed schedule, not only when results drop.
- Add negative keywords carefully and at the right level.
- Promote converting queries to keywords with the right match type.
- Keep a change log so you can tell what helped.
Set the date range and sort sensibly
Pick a date range long enough to include meaningful volume, then sort by cost, then by conversions. Start with the terms that spent the most. Low-volume terms rarely justify a decision on their own, so group similar queries before acting.
Separate irrelevant queries from relevant but unprofitable ones
An irrelevant query, such as a different product or a job search, is a candidate for a negative keyword. A relevant query that spends without converting may need a better landing page, a different bid or different ad copy instead. Excluding it too quickly can remove demand you would have wanted once the page improves.
Add negatives at the right level and match type
Decide whether a negative belongs at campaign or ad group level, or in a shared list, and choose a match type that blocks what you intend without catching valuable variations. Check that a new negative does not block your own keywords. Review the effect after a few weeks.
Promote the good queries
When a search term converts at a result you are happy with, consider adding it as a keyword with a suitable match type so you control the bid and the ad message. Match the ad copy and landing page to the query, and watch for overlap with existing ad groups.
Record every change
Write down what you changed, when and why. When results move, the log lets you separate your changes from seasonality, budget changes and competitor activity. GrowthGadgetAi can turn pasted campaign data into a plain-language summary, but the decision to exclude or add a term stays with you.
Ready to apply this? Run an ad through GrowthGadgetAi's AI Ad Analyzer. Understand why an ad may win before you scale it.
Sources and verification
Frequently asked questions
How often should I review the search terms report?
Weekly is a common routine for active accounts. Smaller accounts can review every two weeks. Use a schedule you will keep.
Can negative keywords hurt performance?
Yes, if they are too broad or conflict with your own keywords. Check the match type and the level before adding them, and review the effect afterwards.
Does this guarantee lower cost per acquisition?
No. It can reduce irrelevant spend, but outcomes depend on your account, market and conversion tracking.
What if I have very little data?
Wait for enough volume before acting on individual terms, and group similar queries so that one or two clicks do not drive a decision.
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Where to go next on this topic
- why your CTR is dropping
Diagnose a falling ad click-through rate by checking measurement, creative fatigue, audience saturation and auction pressure before deciding what to fix.
- CAC, LTV and ROAS
Understand CAC, LTV and ROAS, what each metric can and cannot tell you, and how to use them for more useful marketing decisions.
