Search Terms Report
The search terms report shows the actual queries people typed before clicking your ads, as opposed to the keywords you bid on. It reveals what searches your match types are matching to, which drove clicks and conversions, and which irrelevant terms are quietly spending budget.
Why It Matters
This report is the ground truth of a search campaign. It surfaces profitable new keywords to add, wasteful queries to block as negatives, and mismatches between what you sell and what searchers actually want, all in one place.
Common Mistake
Never opening it, or opening it only when spend spikes. Search terms drift constantly, especially with broader match types, so mine the report on a regular cadence to add negatives and capture high-intent queries you missed.