Google Ads search terms report template. What people searched for, and which searches paid off.

Key figures: clicks, CTR, avg. CPC and conversion rate, against the 30 days before.

Searches that convert, half width, 10 rows: the searches with the most conversions, the cheaper first when two tie.

Searches that waste, half width, 10 rows: the searches that cost money and brought no conversion, the costliest first, with the total spent on such searches over the period.

Both lists read the account's 2,000 costliest searches that took a click. A search that ran in several ad groups is added up into one row.

Do not block a search on cost alone. A search that spent €40 on three clicks has not had a fair chance. Use two thresholds drawn from your own figures: a click count at which zero conversions is telling, given your conversion rate, and a spend level at which the search had room to convert. The wasted spend estimator gives both.

A search past both bars, for something you do not sell, becomes a negative keyword. Write plurals in yourself, because negatives do not match close variants. Never block a search that has converted.

Accounts with Search or Shopping campaigns, whose search terms Google reports ad group by ad group. On an account that runs only Performance Max, Display or Video, both lists say No searches to show and only the key figures fill.

Click Customize to show up to 25 rows in each list, or to add a keywords table under them, so the searches and the keywords that bought them sit together. The report only reads: add negatives in Google Ads, or ask Oppy, which proposes them as a task for you to approve. The search term mining guide covers the method in full.