Search Terms Report
Shows the actual search queries that triggered your ads — your most important optimization report.
Definition
The Search Terms Report in Google Ads shows the actual words and phrases that users typed into Google before clicking your ad. Unlike your keyword list (which tells you what you're targeting), the Search Terms Report shows what you're actually matching to in the real world. It is the single most important report for identifying negative keywords, discovering new keyword opportunities, and understanding your true audience.
The Practitioner's Perspective
The Search Terms Report has become more limited over time — Google now only shows search terms that meet a 'privacy threshold' of sufficient volume, which means a growing percentage of your spend is categorized as 'Other'. Despite this limitation, the report still surfaces the highest-volume queries driving your ads and is essential for weekly account maintenance in healthcare accounts.
Use the Search Terms Report on three dimensions: 1) Negative identification — any query that spent without converting and is irrelevant to your practice should become a negative keyword, 2) Match type refinement — if a broad match keyword is triggering for a highly relevant, high-volume query, promote that query to exact match for more control, 3) Copy inspiration — seeing exactly how patients describe their problem in their own words is invaluable for writing more resonant ad copy and landing page content.
For healthcare practices, the Search Terms Report often reveals surprising patterns. Patients searching for premium cosmetic procedures frequently include modifier terms like 'affordable', 'financing', 'before after' and location modifiers that indicate they're comparing options. These insights should inform both your negative keyword strategy (block pure price-shoppers if they don't convert) and your ad messaging (address financing in your descriptions if it's a common query modifier).
Frequently Asked Questions
How often should I review the Search Terms Report?
Weekly for active campaigns, especially in the first 90 days. After 3 months of solid negative keyword management, bi-weekly is sufficient for stable accounts. Never let it go more than 2 weeks without review — budget waste accumulates quickly.
Why doesn't the Search Terms Report show all my search terms?
Google applies a privacy threshold that hides low-volume or personally identifiable queries. This means some portion of spend will show as 'Other' with no query detail. The proportion has grown over time — expect to see detail on your top 80–90% of spend.
What should I do when I find a great search term in the report?
If it's already converting well as a broad or phrase match query, you can leave it. If you want more control and consistent eligibility, add it as an exact match keyword [search term] to your campaign. This ensures you always show for that specific query at your desired bid.
Related Terms
Put the theory into practice
VortiHQ manages Google Ads for healthcare and aesthetics practices on a performance-based model — you pay us when you close patients, not just when they click.