Google Ads planning
Search Terms vs. Keywords: What to Review
Keywords describe targeting choices; search terms describe reported searches that triggered ads.
Book a Free CallThe decision to make
Keywords describe targeting choices; search terms describe reported searches that triggered ads. Review both to understand whether the account is reaching the buyer you intended.
Create a service-level review
Export a useful date range and retain the campaign, group, keyword, search term, cost, and available inquiry outcomes. Read phrases in context. A broad word may be appropriate when the full search clearly identifies a supported job. Separate the owner looking for an agency from the homeowner looking for the underlying service.
Assign an action, not just a label
Use four working decisions: keep, investigate, exclude, or improve the destination. A suitable query may reveal a missing service explanation rather than a targeting problem. An unclear query may need call or form feedback. Do not turn every search variation into a new keyword and page without a distinct reason.
Respect the limits of the report
Google omits some search-term detail for privacy. Treat the visible report as evidence about reported traffic, not a complete transcript of every search. Compare it with campaign totals and keep the unreported portion explicit. An apparently clean visible list does not establish that every click was relevant.
A working decision record
| Situation | What to inspect | Useful next step |
|---|---|---|
| Suitable service | Destination and inquiry outcome | Keep or improve the page |
| Wrong buyer | Full query and business context | Review a negative |
| Unreported terms | Campaign totals versus visible rows | Keep the evidence gap explicit |
What to check before calling the work complete
- Keep account context with every term.
- Separate targeting from actual searches.
- Record a supported action.
- Review outcomes after changes.
A practical question
Should a high-cost term always be excluded?
No. First establish whether it produced suitable opportunities and whether the service economics support the cost. Expensive irrelevant traffic and expensive profitable traffic require different decisions.
Sources and further reading
Platform behavior can change. These primary sources explain the relevant product or search requirements; the working review process above is Modern Apex's practical guidance.
Put the plan to work for your business.
Bring your website, the services you want to grow, and the questions your current marketing has not answered. We will discuss the scope, the inquiry path, and the next useful step. See how pricing works.
Book a Free CallPrefer to start online? Build the Plan First.