google-ads-search-termslisted

# Google Ads Search Terms Report The search terms report is where the reality of your account lives. It shows the actual queries that triggered your ads. If you are not reviewing it on cadence, you are donating money to Google — and in 2026, with broad match and PMax pushed harder than ever, it matters more, not less. ## Instructions 1. Pull the search terms report, last 90 days, sorted by spend descending 2. Flag every term with meaningful spend and zero conversions 3. Add waste as negatives at the narrowest effective level (see negative-keywords) 4. Promote high-performing queries to exact-match keywords 5. Repeat weekly on active accounts ## The Core Process 1. **Pull** the last 90 days (90 is the balanced window for B2B sales cycles; use 30 only for short-cycle, 365 for very long consideration). 2. **Sort by cost descending.** The waste hides at the top of the spend list. 3. **Flag waste:** any query with $50+ spend and zero conversions, or a CPA more than 2x your account average. These are the bleed points. 4. **Cross-check intent:** is the query actually relevant? Broad match drags in conceptually-adjacent and irrelevant queries. 5. **Act:** - Irrelevant / wasteful → add as a negative at the narrowest level that stops it without blocking relatives. - Relevant and converting → promote to an exact-match keyword in the right ad group so you can bid and message-match it deliberately. ## What to look for - High-spend / zero-conversion queries → immediate negativ