AdAce AdsGoogle Ads search terms report: find negative keywords
Keywords are what you bid on; search terms are what people actually typed. The search terms report shows where the money went and which terms to exclude.
What it does
The nightly collection stores search terms with clicks for imported campaigns: term, matched keyword and match type, campaign and ad group, impressions, clicks, spend, conversions and value per day, and whether the term is already added or excluded.
A term with spend and zero conversions for the period that is not excluded yet is marked as a negative keyword candidate. You select candidates, choose exact or phrase match and create one proposal per campaign.
Why it helps
- Cut irrelevant traffic with evidence.
- Find new keyword ideas among converting terms.
- Bulk negatives in one approved change — or applied automatically under the auto policy.
How to set it up
- Open Analytics, choose a Google Ads account and scroll to “Search terms” under the structure.
- Filter to candidates or a campaign and review spend and conversions.
- Tick terms to exclude and choose exact or phrase match.
- Create the proposal and approve it (or let the client's auto policy apply it).
Good to know
- Up to 20,000 rows per period are stored, most expensive first.
- A candidate is a signal, not a decision; review brand and new terms carefully.
Try it on your own accounts
Create a workspace, connect Google or Meta in a couple of clicks and see your accounts clearly. Changes follow your approvals or the policy you configure.
Create your workspace