Set the range
Use a meaningful date range and include cost, clicks, conversions, conversion value, campaign, and ad group.
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Learn | Updated July 25, 2026
How to read search terms report
Use the Google Ads search terms report to find irrelevant queries, protect useful demand, and decide which negatives or match-type changes to make.
The search terms report shows the queries that actually triggered ads. Read cost and conversions beside the query itself so a high-volume term is not mistaken for a useful one.
Read the evidence in three passes.
Classify each query
Mark the query as relevant, irrelevant, ambiguous, brand, competitor, research, or ready-to-buy.
Make the smallest change
Add a negative, adjust match type, separate intent, or improve the landing page without blocking valuable searches.
What a useful result looks like.
A useful review ends with a short negative-keyword list, a small set of match-type or structure changes, and the queries that deserve their own ad or page.