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Google Ads Search Terms

See the words people searched for and use them to improve the relevance of your campaign.

In the CRM: Social Media → Google Ads → Search Terms

Understand what the customer was looking for

Search Terms shows the reported searches behind your ads. Each row includes the campaign and ad group, matched keyword, match type and available results. This helps you compare the customer’s intent with the service or offer you advertised.

For example, “home consultation near me” may be relevant to a local appointment offer. “Free project examples” may represent a different need. Read the enquiry quality and conversion history before deciding how either search should be handled.

Illustration rendered through the current native report using fictional account data and example numbers. These are not customer campaign results. Select the image to enlarge it.

Choose the report you want to review

  1. Select the Account and Campaign, then enter Start and End dates.
  2. Choose Apply to load the matching report.
  3. Read Search Term alongside Matched Keyword and Match Type to understand how the search reached the advertisement.
  4. Compare clicks, spend and conversions for the same period.
  5. Use the page controls to review additional query rows.

Read the summary correctly

Matching query rows counts the rows for the filtered report. Non-converting spend and Converting rows summarize the current page. Read the currency shown with each amount when reviewing more than one account.

Recent conversions can arrive after the original click. A search with no recorded conversions deserves a review of intent, timing and lead quality before you exclude it.

Prepare a keyword change

A keyword describes searches you want to reach. An exclusion, also called a negative keyword, helps prevent unwanted matches. Keep the choice tied to the intended business offer.

  1. Select the relevant query rows. Check the destination campaign; Mango9 can fill it when the selected rows share the same source campaign.
  2. Choose Add as keywords for terms you want to target, or Exclude terms for terms you want to prevent from matching.
  3. Review the destination, ad group or exclusion scope and the match types offered by the next screen.
  4. Check the existing keywords and exclusions shown in the review.
  5. Complete the applicable review and confirmation, then inspect the recorded outcome.

Use Supervisor to compare intent and results

Choose Review with Supervisor and ask a focused question, such as: “Which searches are bringing useful consultation enquiries, and which terms need closer review before we spend more?”

For a lead-selling campaign, include the buyer’s service area and qualification needs. For an appointment business, explain which services can be booked and how staff or AI agents handle the follow-up.