This is part of a series on the Low Data Google Ads Optimisation Framework. Start with the flagship post for the full picture.
Most Google Ads managers use their search terms report the same way: scroll through, find the irrelevant stuff, add negatives, done.
That’s not wrong. Negative keywords matter — a lot, and I’ll get to that in the next post. But if hunting for negatives is the only reason you open that report, you’re missing half the value it offers. Especially when you’re working with a low data account.
When conversion data is thin, your search terms report is one of the few places where intent signals actually show up. Used properly, it can tell you how your potential customers think, what language they use, how close to buying they are — and it can help you guide Google’s understanding of your account when you don’t have the conversion volume to do it automatically.
The shift: from reactive to proactive
Traditionally — back when exact match and phrase match behaved exactly as advertised — your time in the search terms report was mostly reactive. You were cleaning up. Removing things that didn’t belong.
But match types have loosened considerably over the years. Google’s interpretation of “close variants” has expanded to the point where broad and phrase match can trigger searches that feel quite distant from your original keyword. That makes the search terms report both more important and more interesting than it used to be.
The shift I’d encourage is this: go in looking for things to act on positively, not just things to exclude.
You’re looking for three types of search terms:
- Terms that suggest someone who’s close to converting
- Terms that suggest someone still in research mode — not ready yet, but worth understanding
- Terms that are irrelevant and need negating
The third category is what most people focus on. The first two are where the real opportunity is.
N-grams: finding patterns in the noise
N-gram analysis is a fancy name for a simple idea: look for words that repeat across multiple search terms and ask what they’re telling you.
If you’re seeing the word “free” appearing constantly in your search terms, that’s almost certainly a negative — and hopefully one you’ve already added. But other patterns are more interesting.
Say you’re seeing “supplier” appearing across multiple searches. Or “services.” Or “company.” These words carry intent. Someone searching for a “sustainability consultant services” or “HR consultant company” is signalling they’re looking to hire, not just browse. That’s worth leaning into — not just leaving it and moving on.
Ask yourself: can I build keywords around this? Are there synonyms or related phrases I’m not yet targeting? Can my ad copy speak more directly to someone searching in this way?
Equally, if you’re seeing certain words cluster together in low-converting searches, that’s useful too. Patterns of “how to,” “what is,” “definition,” “salary” — those tend to indicate research or information-gathering, not purchase intent. Useful to know, and often worth negating.
Intent modifiers: reading the signal in a search
A keyword on its own often tells you very little about what someone actually wants. It’s the modifiers around it that reveal intent.
Take “HR consultant.” Someone typing that into Google could be looking to hire one, research what one does, find out what they earn, or understand whether they need one. There’s no way to tell from the keyword alone.
But add a modifier and the picture changes:
- “HR consultant near me” — actively looking, wants local
- “HR consultant services” — evaluating options
- “HR consultant prices” — serious enough to want to know the cost
These are high intent signals. The person is further along in their decision. These are the searches you want to be showing up for, and your search terms report will show you whether you are.
Contrast those with:
- “HR consultant definition” — informational, probably not a buyer right now
- “HR consultant salary” — someone considering the profession, not hiring one
Neither of those is your customer. If they’re appearing in your search terms, they’re wasting your budget and diluting your conversion signal. Negative them.
The point isn’t just to eliminate the bad terms — it’s to understand the spectrum of intent and use that knowledge to shape your keyword strategy going forward.
A real example: the garage door repair client
One of my earliest Google Ads clients ran a garage door repair business. When I got access to his account, I could see that most of his budget was being spent on searches like “buy new garage door,” “garage door prices,” and “garage door fitters near me.”
He didn’t supply new garage doors. He repaired old ones.
His reasoning was that someone searching for a new garage door might have a broken one — so maybe he could convert them to a repair instead. It’s not completely illogical. But in practice, those searches had expensive CPCs and weren’t converting. The intent was wrong. People looking to buy a new door weren’t in the market for a repair service, no matter how good his landing page was.
The searches he actually wanted to show up for — “garage door repair,” “fix garage door,” “garage door stuck,” “garage door won’t open” — were the ones that clearly indicated a broken door and someone who needed it fixed. That’s where the intent aligned with what he was selling.
Your search terms report shows you where the intent is actually landing. Use it.
Using query filtering to work smarter
One practical technique worth building into your weekly routine: use the filter function in your search terms report to surface potential negatives more efficiently.
Say you’re selling laptop bags and cases. Instead of scrolling through every search term, filter to show only terms that do not contain words like “bag,” “case,” “sleeve,” “rucksack,” or “backpack.” What you’re left with is a shortlist of terms that don’t contain your core product descriptors — and therefore are candidates for review.
It’s a quicker way to find the outliers without having to manually assess every single search term, especially as accounts grow and search term volumes increase.
How often should you be in there?
Weekly, ideally. Monthly at a minimum.
I know that’s not always realistic depending on how many accounts you’re managing. But for low data accounts in particular, the search terms report is one of the primary tools you have for understanding what’s happening and influencing Google’s behaviour. Leaving it for longer means wasted budget accumulating and missed opportunities to expand or refine your keyword strategy.
When you do go in, go in with purpose. Come out with a list of positives to consider adding, patterns you’ve spotted, intent modifiers worth targeting — not just a list of negatives to block.
The bottom line
Your search terms report is more than a housekeeping tool. For low data accounts, it’s an intent map — a window into how your potential customers think and search, and a guide for where Google should be spending your budget.
Use it to find positives, not just negatives. Look for patterns. Read the intent signals in the modifiers. And let what you find shape your keyword strategy, your ad copy, and your understanding of who you’re actually reaching.
The conversion data might be thin. The intent data doesn’t have to be.
Next in the series: Protect the Budget — proactive negative keyword strategy, avoiding broad match pitfalls, and why Google will never tell you when you’re wasting money.
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