What Are Search Terms and How to Use Them to Improve Google Ads Performance
- Gerald D'Onofrio
- 5 hours ago
- 3 min read
When you run Google Ads, one of the most important tools you have is the search terms report. It shows you the exact words real people typed into Google before clicking your ad. These aren’t guesses. They are pure user intent, and they help you understand what is driving your clicks, conversions, and wasted spend.
Search terms help you improve your targeting, reduce costs, and strengthen your entire campaign strategy. Today, we’ll walk through what they are, why they matter, and how to access and use them the right way using clear steps and screenshots.
What Are Search Terms in Google Ads
Search terms are the actual words or phrases people searched on Google that led to your ad being shown and clicked. They reveal user behavior in a way your keywords alone cannot.
Search Terms vs Keywords
It’s important to understand the difference:
Keywords are what you choose to target
Search terms are what your audience actually typed
For example:
Your keyword: “chiropractor near me”
Search term: “pt and chiropractor near me”
Search terms tell you exactly how people think and search.
Why Search Terms Matter
Search terms help you:
Discover new keyword ideas
Reduce wasted ad spend
Improve ad relevance
Strengthen Quality Score
Expand or tighten your targeting
They are one of the most powerful tools in Google Ads optimization.
How Search Terms Work in Google Ads
How Match Types Influence Search Terms
Match types control how loosely or tightly Google can match searches to your keywords.
Broad match: Widest range of search terms
Phrase match: Searches containing your phrase or very close variations
Exact match: Searches with the same meaning as your keyword
Broad match typically produces the largest number of varied search terms.
How Google Chooses to Serve Your Ad
Your ad is served based on:
Your keyword
The user’s search term
Ad relevance
Landing page relevance
Bidding strategy
If the system believes your ad is helpful to the user’s search, that query becomes part of your search terms report.
How to Access the Search Terms Report
Here’s how to get to the search terms section inside Google Ads.
Step 1: Open Insights and Reports
On the left-hand menu, click Insights and reports.
Step 2: Select Search Terms
Under the expanded menu, click Search terms.
Step 3: View the Search Terms Report
This is where you’ll see all search queries that triggered your ads.
How to Use Search Terms to Improve Campaign Performance
Search terms can help both expand your keyword strategy and protect your budget.
Add High Intent Search Terms as Keywords
If a search term shows strong buyer intent or produces conversions, you should add it as an active keyword.
Step 4: Select a Search Term
Click the checkbox next to a high intent search term.
Step 5: Click Add as Keyword
Choose Add as keyword from the top bar.
Step 6: Confirm the Keyword
You can adjust the keyword, set a max CPC, or leave defaults. Click Save.
Add Irrelevant Search Terms as Negative Keywords
Search terms that waste money should be added as negatives to prevent your ads from showing again on those irrelevant queries.
Step 7: Add Search Term as Negative Keyword
Click Add as negative keyword and choose whether to apply it at the ad group, campaign, or list level. Click Save.
Advanced Ways to Filter Search Terms
Filter by Cost to Reduce Waste
Sort by Cost to find expensive queries that didn’t convert.
Filter by Conversions to Find Winners
Sort by Conversions to find high intent search terms that should become new keywords.
Filter by Intent Indicators
Positive indicators:
“near me”
“services”
“hire”
“best”
Negative indicators:
“free”
“jobs”
“how to”
“cheap”
Common Search Term Mistakes to Avoid
Ignoring Low Volume High Intent Terms
Some of the best keywords convert with only a few clicks.
Overusing Broad Match Without Monitoring
Broad match expands reach, but without review, it can burn budget fast.
Never Updating Negative Keyword Lists
Your negative list should grow as your campaigns gather more data.
FAQs About Search Terms
Do search terms and keywords mean the same thing?
No. Keywords are what you target. Search terms are what users typed.
How often should I review search terms?
At least weekly. High spending accounts should check daily.
Can I stop irrelevant queries?
Yes. Add them as negative keywords.
How Buddylytics Improves Campaign Performance Using Search Terms
At Buddylytics, we treat search terms as one of the most important optimization levers. Our process includes:
Adding converting terms as new keywords
Blocking irrelevant queries
Refining match types
Reducing wasted spend
Improving ROI through intent-driven targeting
If you want campaigns that run smarter while you focus on your business, we’d love to help.
👉 Learn more about our Google Ads management services
