Read your Google Ads search terms report

The Search terms report shows the actual queries people typed before clicking your Google Ads, so you can see which searches are producing results and which are wasting budget.

Campaign and keyword totals tell you what you bought. Search terms tell you what you got.

Before you begin

Your Google Ads account must be connected to Usermaven. See Google Ads for the connection steps.
Auto-tagging and your UTM tracking template should already be in place, so spend and conversions can be attributed.

Open the report

The report lives alongside your other Google Ads reporting in Usermaven. It becomes available once the account is connected and search-term data has synced.

Reading the report

The queries that drove spend

Each row is a search term matched to the campaign and ad group that served it, with the associated cost and performance. Use it to:

Find hidden gems — high-intent queries with conversions that are worth their own ad group or keyword.
Cut waste — queries that spend budget with no conversions, which you can exclude as negatives.

Coverage and freshness

Search-term data syncs on a schedule rather than in real time, and the report surfaces how complete the data is plus when it last synced. Check freshness before drawing conclusions from a short date range.

If the report looks empty or partial right after connecting, wait for the next sync before troubleshooting.

Exporting

You can export the filtered results as CSV to analyze them outside Usermaven or to share with stakeholders.

Troubleshooting

The report is empty. Wait for the next sync. Large accounts take longer on the first pass.

The report is missing entirely. Search Terms depends on the capability being enabled for your workspace. If the section isn't present at all, contact support to confirm availability for your account.

Numbers differ from Google Ads. Check that both systems use the same date range, timezone, and currency. Search-term data also reflects the sync schedule, so a very recent day may be incomplete.

Google Ads — connecting the account, UTM tracking template, and Ad ID requirements.
Send conversions to ad networks — feeding conversions back for bidding.

Paid Ads Attribution report in Usermaven listing ad campaigns across LinkedIn Ads, Meta Ads, and Microsoft Ads with spend, impressions, clicks, CTR, and revenue columns. — Paid Ads Attribution, where the Search terms view becomes available for a connected Google Ads account.

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