A search terms report is the list of actual queries people typed before clicking your ad or triggering your campaign. In Google Ads and Microsoft Ads, it shows the real searches matched to your keywords, along with performance data such as clicks, conversions, cost, CTR, and CPA. It is one of the most useful reports for tightening keyword strategy, reducing wasted spend, and improving landing page relevance.
Why the search terms report matters
Keywords are targets. Search terms are reality. That gap matters. A campaign can look well structured on paper but still spend budget on low-intent, irrelevant, or overly broad queries. The search terms report helps you see where match types are expanding too far, where user intent is stronger than expected, and where new revenue-driving keywords are hiding.
For PPC teams, this report is essential for adding negative keywords, promoting high-converting terms into exact-match ad groups, and aligning ad copy with real demand. For SEO and landing page strategy, it also reveals the language prospects actually use, which can shape page titles, section copy, FAQs, and conversion-focused content.
What to look for in the report
High-cost, low-intent queries
Look for terms with spend but no conversions, especially informational or irrelevant phrases. These are candidates for negative keywords.
High-converting search terms
If a query consistently converts, add it as a dedicated keyword and build tighter ad copy and landing page messaging around it.
Intent mismatches
Review whether the query matches the offer. If users search for pricing, demos, local services, or comparisons, your ad and landing page should reflect that intent directly.
New keyword opportunities
Strong search terms often reveal adjacent themes your current keyword list missed. These can support both paid expansion and SEO content planning.
Practical example
A SaaS company bidding on the keyword “crm software” checks its search terms report and finds traffic coming from “free crm template,” “crm meaning,” and “best crm for small sales team.” The first two queries drive clicks but no pipeline, so they are added as negatives. The third query converts well, so the team creates a dedicated ad group, writes ad copy focused on small teams, and sends traffic to a tailored landing page with pricing, feature comparisons, and a demo CTA. Result: lower wasted spend and higher conversion rate from the same campaign budget.
How to use it consistently
Review the search terms report weekly on active campaigns and more often on broad match or high-spend accounts. Segment by conversions, cost, and match type. Then turn findings into action: add negatives, expand winning terms, refine landing pages, and update measurement so you can track query-level impact on leads and revenue. At SEMRocket, this report is not just a cleanup tool. It is a direct input into smarter search growth.