Key Takeaways

• Your Search Terms Report is a goldmine: Regularly reviewing it reveals exactly what users are searching before they click your ads.
• High-value keywords drive ROI: Prioritize keywords with strong conversion metrics and low CPA for maximum impact.
• Long-tail keywords are conversion champions: These specific, often-question-based queries bring in qualified leads at lower costs.
• Filtering and tagging saves budget: Quickly identify, organize, and act on the best and worst performers.
• Optimization is ongoing: Make reviewing your Search Terms Report a monthly ritual for continuous improvement.

Ever feel like your Google Ads budget is slipping through the cracks? You’re not alone. With every click costing precious dollars, it’s crucial to know exactly which search terms are driving results—and which are just draining your budget.

Enter the Search Terms Report: your secret weapon for Google Ads optimization. This often-overlooked report shows you the real queries people typed before clicking your ads. It’s where wasted spend is exposed, hidden opportunities are revealed, and your next big wins are waiting.

In this ultimate guide, we’ll break down how to download, review, and take action on your Search Terms Report. You’ll learn how to spot high-value keywords, uncover powerful long-tail phrases, and keep your campaigns sharp and efficient—all while boosting your ROI.

Ready to dig for keyword gold? Let’s get started.

Downloading & Viewing the Search Terms Report

Why the Search Terms Report Matters

Think of the Search Terms Report as your campaign’s X-ray. Unlike your keyword list, which is what you think people are searching, this report shows what they actually type into Google before seeing your ad. It’s the most direct feedback loop you have for campaign performance.

How to Download the Report

• Log in to Google Ads: Start by signing in to your Google Ads account.

• Navigate to Campaigns: Select the campaign or ad group you want to analyze.

• Go to the “Search Terms” Tab: This tab is usually found under “Keywords.” Here, you’ll see a list of all queries that triggered your ads.

• Set the Date Range: Choose a relevant date range—last 30 days is a solid starting point for most accounts.

• Download the Report: Click the download icon (usually top right) and export as Excel or Google Sheets for easy analysis.

Pro Tip: Always keep a backup of your raw report. This makes it easy to compare changes over time and spot trends.

Identifying High-Value Keywords

What Makes a Keyword “High Value”?

Not all search terms are created equal. High-value keywords are the ones that deliver conversions, sales, or valuable leads at an efficient cost. Here’s how to find them:

• Sort by Conversions & Conversion Value: In your downloaded report, sort by the “Conversions” and “Conversion Value” columns. These show which queries actually led to your desired actions.

• Check for High CTR & Low CPA: Click-Through Rate (CTR) and Cost Per Acquisition (CPA) are your next filters. High CTR means your ad is relevant; low CPA means you’re getting results efficiently.

• Check Relevance: Don’t just chase numbers. Make sure each high-performing term is closely related to your actual offerings. Irrelevant traffic, even if cheap, can waste budget and hurt your quality score.

Example: If you sell “cloud backup for small business,” a term like “best cloud backup for startups” is gold, but “free cloud storage music” might not align with your goals.

Pro Tip: Create a “High-Value” tag or color code in your spreadsheet for easy reference. These are the terms you want to double down on.