Search terms report
The search terms report shows the actual queries that triggered your ads — as opposed to the keywords you bought. It is the primary feedback loop for query control and demand discovery.
In a broad-match world, the search terms report is where you learn what Google decided your keywords mean. A weekly review does three jobs: harvesting negatives (junk intent), promoting winners (queries earning their own exact keywords and copy), and reading demand language customers actually use.
Privacy thresholds hide a share of query data, which makes the visible portion more valuable, not less — it is the sample you can act on.
Knowing what Search terms report means isn’t the edge.
Knowing what it’s doing to live accounts right now is. Operator notes from $200M+ in managed spend — sent when we find something worth your time.
Want to know what yours is?
The free audit reads your actual account and computes the numbers behind every one of these definitions — no generic benchmarks.
Run the free audit