How to Use the Search Terms Report in Google Ads

The Search Terms Report in Google Ads used to be one of the most powerful optimisation tools in paid search.

While Google has reduced visibility over the years for privacy reasons, the report still holds strategic insights for advertisers — especially when interpreted correctly.

In this blog, we cover how to use the Search Terms Report effectively in its current form, based on campaigns across global markets including NZ and AU.

What the Report Still Shows

Search queries that triggered your ads and got clicks
Matched keyword types (broad, phrase, exact)
Cost, CTR, and conversions per term (if enough volume)
Negative keyword opportunities
Query grouping trends by theme or intent

What’s Changed — and Why It Matters

Google no longer shows all search terms, especially if they don’t meet a volume threshold
Search term visibility has improved slightly again, but still partial
Performance Max campaigns now include limited search term insights
Lack of visibility makes it harder to spot waste without additional tools or automation

How to Use the Report Strategically

1. Add High-Intent Queries as Exact Match Keywords
This improves control and performance tracking.

2. Identify and Block Irrelevant Searches
Use negative keywords to prevent budget waste.

3. Group Themes for New Ad Copy or Assets
Use user language to update headlines and landing pages.

4. Compare Conversion Rates by Query Type
Are broad match terms helping, or hurting? Analyse.

5. Leverage Brand vs Non-Brand Performance
Split reporting to isolate what’s driving discovery vs intent.

Case Example – NZ Trades Business

A Christchurch-based plumbing company used Search Terms Report data to eliminate unrelated service terms and reinforce top-converting keywords in their campaign structure. This reduced wasted spend by 31% and increased booked call-outs within a 30-day window.

Tools to Supplement Search Terms Reporting