When running campaigns in Google Ads, advertisers choose keywords they want to target. However, keywords are only part of the story.
What really determines how budgets are spent is the actual search terms people type into Google before clicking an ad. Understanding the difference — and regularly reviewing the Search Terms report — is fundamental to running efficient, profitable Google Ads campaigns.
This article explains what search terms are, how they differ from keywords, and why the Search Terms report is one of the most important optimisation tools available.
What Are Search Terms?
Search terms are the exact words or phrases users type into Google before your ad is shown.
For example, you may bid on the keyword:
- digital marketing agency
But your ad could appear for search terms such as:
- digital marketing agency near me
- b2b digital marketing agency uk
- cheap digital marketing agency
These variations are influenced by keyword match types, Google’s matching logic, and user intent.
In other words, keywords are what you choose — search terms are what actually trigger your ads.
Why Search Terms Matter
Search terms reveal how closely your ads align with real user intent. Even well-structured accounts can attract irrelevant or low-quality searches if search terms are not actively reviewed.
By analysing search terms, advertisers can:
- Identify irrelevant searches wasting budget
- Discover high-intent queries worth targeting directly
- Understand how users describe their needs
- Improve overall campaign relevance and efficiency
Without this visibility, it’s easy for spend to drift away from commercially valuable traffic.
What Is the Search Terms Report?
The Search Terms report shows which search queries triggered your ads, along with performance metrics such as clicks, cost, conversions, and conversion value.
It allows advertisers to see:
- How users are actually finding their ads
- Which queries are driving results
- Which terms are consuming spend without delivering value
This report is one of the most powerful diagnostic tools in Google Ads, particularly in accounts using broad match keywords or automated bidding strategies.
How the Search Terms Report Supports Optimisation
The Search Terms report plays a central role in ongoing account optimisation.
Identifying Negative Keywords
One of its primary uses is spotting irrelevant or low-intent queries that should be excluded. Adding these as negative keywords prevents future spend on similar searches and improves overall efficiency.
Finding New Keyword Opportunities
High-performing search terms can be promoted into dedicated keywords or ad groups. This allows for more tailored ad copy, tighter control over bids, and improved Quality Score.
Improving Intent Alignment
Search terms help advertisers understand whether campaigns are attracting the right audience. If queries suggest mismatched intent — for example, informational searches for a conversion-led campaign — targeting or messaging may need adjustment.
Supporting Smarter Bidding
Cleaner traffic leads to more reliable performance data. This is particularly important for automated bidding strategies, which depend on accurate signals to optimise effectively.
Search Terms and Match Types
Search terms are directly influenced by keyword match types:
- Broad match allows the widest range of related queries
- Phrase match focuses on intent while still allowing variation
- Exact match offers the tightest control
Regardless of match type, reviewing search terms remains essential. Even exact match keywords can trigger close variants that aren’t always commercially relevant.
How Often Should Search Terms Be Reviewed?
There’s no universal rule, but as a general guideline:
- High-spend or high-volume accounts benefit from weekly reviews
- Smaller or more stable accounts may review search terms fortnightly or monthly
- New campaigns should be monitored more closely during early stages
Consistency matters more than frequency. Regular review prevents wasted spend from accumulating unnoticed.
Common Mistakes with Search Terms
Some of the most common Google Ads inefficiencies stem from how search terms are handled:
- Not reviewing the report regularly
- Ignoring low-volume but consistently irrelevant queries
- Failing to act on insights by adding negatives or refining structure
- Assuming automation removes the need for oversight
Even with smart bidding and machine learning, human review of search terms remains essential.
Why the Search Terms Report Shouldn’t Be Ignored
The Search Terms report is where strategy meets reality in Google Ads. It shows exactly how users are interacting with your campaigns and where budgets are actually being spent.
Advertisers who regularly review and act on search term data tend to run cleaner, more efficient, and more scalable accounts. Those who don’t often pay for it quietly through wasted spend and diluted performance.
If you’re serious about improving Google Ads results, the Search Terms report isn’t a “nice to have” — it’s a core part of effective account management.