Every Google Ads account quietly leaks budget through its search terms — the real queries people typed that triggered your ads. Some are gold you should be bidding on; many are waste you're paying for; others are sitting in the wrong ad group entirely. Reviewing them by hand, across every client, every week, is slow and easy to let slip. The Search Term Analyzer does that review for you and turns it into clear, reviewable actions.
Winning terms to add as keywords — proven converters worth bidding on directly.
Wasteful terms to block as negatives — spend with nothing to show for it.
Terms in the wrong ad group — better-fitting homes that earn more relevant ads.
Existing keywords losing money — ones quietly draining budget below your targets.
Word patterns — recurring words that consistently win or waste across the account.
Structural gaps — like a cluster of terms that really deserves its own ad group.
It reads your recent search-term data (about 90 days) alongside your existing keywords, negatives and shared lists — so it never suggests something you've already handled.
It scores every term for relevance (how well it actually fits the ad group) and judges performance against your targets, automatically using cost (CPA) or value (ROAS) depending on how the campaign bids.
It runs on a schedule you set per campaign, so recommendations stay current without you remembering to check.
Everything lands in clear queues — Positives, Negatives, Needs Review and Ad group moves - with each row explaining why it's there.
No — it assists one, and keeps you in charge. By default every recommendation comes to you for approval and nothing changes on its own. As you build trust in it, you can let low-risk actions apply automatically while keeping the judgement calls in review. Value-based ROAS changes always stay supervised.
It's also built to be cautious: it protects terms that are making sales, never auto-blocks your brand or local searches, and every applied change can be undone.
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Finding your way around
The three tabs and where everything lives.
What data Search Terms uses
What it reads from Google Ads, and how far back.
Supervised, Autopilot & Custom
Choose how much applies automatically.
