Where is the Search terms report?

How to Find the Search Terms Report

The Search terms report is located within the Keywords and Content section of your campaign structure.

Navigate to Campaigns: In your Google Ads account, click on Campaigns > Insights and reports > Search Terms

You will now see a table listing every unique search query that triggered your ad, along with performance data such as Clicks, Impressions, Cost, and Conversions.

Advice and Tips for Using the Report

Action	Purpose and Best Practice
Finding New Keywords	Look for search terms that have driven multiple conversions but are not currently in your keyword list. Add these high-performing phrases as Exact Match keywords to gain more control over their bidding and messaging.
Adding Negative Keywords	Crucial: Look for searches that are clearly irrelevant to your business (e.g., searches for ‘free services’, ‘jobs’, or competitor names you don’t want to target). Check the box next to these terms and click ‘Add as negative keyword’ to prevent wasted spend.
Match Type Strategy	Stat: On average, Google’s Broad Match keywords will match to hundreds of unique search terms. Reviewing this report is how you manage that broad reach, moving successful general terms into the more controlled Phrase or Exact match types.
Review Frequency	In the initial 1 to 2 months of a new campaign, you should review this report at least weekly to ensure you quickly block irrelevant spend before it impacts your budget.

Last Updated 2nd February 2026.

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