Ads
Google Ads Search Terms Report: Stop Paying for the Wrong Clicks
Your keywords are not the same as what people type. The search terms report shows the difference, and how to stop paying for searches that do not fit.
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When you run Google Ads, you choose keywords. But people do not type your keywords. They type whatever is in their head, and Google decides whether your ad is close enough to show. Some of those searches are exactly what you want. Some are not, and you still pay when someone clicks.
The Google Ads search terms report is where you see the difference. This guide explains what it shows, how to find it and how to use it to stop wasted clicks. It follows Google’s own help pages, linked below.
What the search terms report shows
Google describes the search terms report as the actual terms that people searched for which triggered your ad. It is a list of real searches, not the keywords you chose, and it is the best source Google gives you for ideas on what to exclude.
If you have already read our guide to Google Ads for local businesses, this is the detailed version of the “stop wasted searches” step.
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How to find it
Google’s instructions are:
- In your Google Ads account, open Campaigns.
- Open the Insights and reports menu.
- Choose Search terms.
You can look at the terms for all your keywords, or tick particular keywords first to see only the searches behind those. Menu names change from time to time, so if yours looks different, search Google’s help for “search terms report”.
What to look for
Read down the list and ask one question of each search: would I be happy if this person called me? Common signs of a poor fit:
- Searches for a service you do not offer.
- Searches for jobs, courses or “how to do it yourself” when you want customers.
- Searches for places you do not cover.
- Searches that show the person is looking for something free.
Do not judge from a single odd search. Google says the report shows terms that a significant number of people searched for, so look for repeated patterns.
How to block a search you do not want
The method comes from Google’s help page on getting negative keyword ideas from the report:
- Tick the search terms you want to exclude.
- Click Add as negative keyword.
- Choose where to apply it: to the ad group or campaign, to an existing negative keyword list, or to a new list.
Google says negatives added from this report are added as exact match by default in Search campaigns. You can change the match type with matching symbols.
Understand how negative keywords match
Negative keywords do not work the way your normal keywords do, and this is where people go wrong. Google’s help page explains that:
- Broad match (the default) blocks your ad when a search contains all of the negative terms, in any order.
- Phrase match blocks it when the terms appear together in the same order, with other words allowed.
- Exact match blocks it only when the search is exactly those terms.
- Negative keywords do not match close variants, so you need to add the plural, singular and synonyms yourself.
Google also gives a warning: choose negative keywords carefully, because too many may mean your ads reach fewer customers. Before you add one, check it would not block a search you want.
How often to check
Make it a routine. A sensible habit is to look at the report regularly, add the clear misses and leave the borderline ones for another look. Our guide on questions to ask your ad manager includes asking when they last reviewed your search terms.
Want your Google Ads reviewed properly?
We go through search terms, locations and tracking so your budget goes on enquiries, not clicks that go nowhere. See our Google Ads management and compare SEO or ads first, or book a call and tell us about your business.
Google Ads details checked against Google Ads Help (the search terms report and negative keywords pages) on 22 October 2026. Google changes its tools often, so check its help pages if something looks different.
Frequently asked questions
What is the Google Ads search terms report?
A report showing the actual searches that triggered your ads, which Google suggests using to find negative keyword ideas.
What is a negative keyword?
A word or phrase that stops your ad showing on searches containing it. Google describes choosing what not to target as a key part of a focused campaign.
Why do my ads show for searches I did not choose?
Your keywords can match related searches. The search terms report shows which ones did, so you can exclude those that do not fit.
Can too many negative keywords cause problems?
Yes. Google warns that using too many may mean your ads reach fewer customers, so exclude carefully.
Should I do this myself or use an agency?
You can do it yourself, and Google’s help pages walk through it. If you would rather hand it over, see our Google Ads management service.
