Search terms report
The list of actual searches that triggered your ads, with cost and conversions.
The search terms report shows the exact words people typed before your ad appeared — not the keywords you bid on, but the searches Google matched them to. It is the most honest page in Google Ads: every row is a real person, what they cost you, and whether they did anything afterwards. A keyword like "crm software" on broad match will show up here as dozens of different searches, some of them buyers and many of them not. Reading it once a week, sorting by cost with zero conversions, is how negatives get found. Since 2020 Google hides low-volume terms from the report, so the list is never quite complete — but what it shows is enough to stop the leaks that matter.
Connect Google Ads or Meta and every check runs on the data already in your account. Free for 14 days, no card — nothing changes without your click.
Run the free audit