How do I use the Search Terms report?

Review weekly. Add high-performing terms as exact-match keywords, low-performing irrelevant terms as negatives, and notice intent patterns to inform new ad copy.

Go deeper

Want the full playbook? Read Winning More Search Demand With Google Ads Rival Keywords — A practical 2026 playbook for researching, bidding on, and structuring Google Ads competitor keyword campaigns without burning budget.