Google Ads Search Term Analyser
Paste your Google Ads search term report and instantly see where your budget is going, what's working, and what to cut. Runs in your browser — your data never leaves the page.
How It Works
Insights in Three Steps
Export From Google Ads
Go to Reports → Search Terms in Google Ads. Download as CSV or copy the table data.
Paste Your Data
Paste the search term report into the tool above. It auto-detects CSV and TSV formats.
Get Actionable Insights
See your data sorted across analysis categories. Find waste, spot winners, and decide what to scale or cut.
What You'll Find
Six Ways to Read Your Data
High Impressions
Are you showing up for the right terms? High-impression terms that don't convert are wasting auction presence.
High Clicks
Your biggest traffic drivers. Check if the clicks match buyer intent or if you're paying for tyre-kickers.
High Cost
Where your budget actually goes. High-cost terms without conversions are the first place to cut.
High Conversions
Full version
Your proven winners. Double down on these terms with dedicated ad groups and higher bids.
High Cost / Conversion
Full version
Expensive converters. Decide whether to optimise the landing page, lower bids, or pause entirely.
Low Cost / Conversion
Full version
Your most efficient terms. These are candidates for scaling — increase budgets and add exact match variants.
Compare
Free Tool vs Full Access
Free Tool
No signup required
- 3 analysis categories (impressions, clicks, cost)
- CSV / TSV paste support
- 100% client-side (data never leaves your browser)
- Unlimited analyses
Full Access
Free tier availableInside the SaaS Ads Studio
- All 6 analysis categories including conversion data
- Direct Google Ads connection — no manual exports
- Campaign and ad-group filtering
- Interactive keyword builder with match types
- Part of the complete Google + Facebook Ads builder
FAQ
Frequently Asked Questions
What is a search term report in Google Ads?
A search term report shows the actual queries people typed into Google that triggered your ads. It's different from your keyword list — it reveals exactly what users searched for, including terms you didn't explicitly target. Analysing this data helps you find waste, discover new keyword opportunities, and optimise your campaigns.
How do I export my search term report from Google Ads?
In Google Ads, go to Insights & Reports → Search Terms. Set your date range, then click the download icon and choose CSV or TSV. You can also select all data in the table, copy it, and paste directly into this tool. Make sure the export includes columns for Search term, Impressions, Clicks, Conversions, and Cost.
What do the 6 analysis categories mean?
High Impressions shows your most visible terms (check for irrelevant auctions). High Clicks shows traffic drivers. High Cost reveals where budget goes. High Conversions finds your winners. High Cost/Conversion flags expensive terms to pause. Low Cost/Conversion identifies efficient terms to scale. Together they give a complete picture of campaign health.
Is my data safe when I paste it here?
Yes. This tool runs entirely in your browser — your search term data is never sent to any server. All parsing and analysis happens client-side in JavaScript. When you close the page, the data is gone. No data is stored, logged, or transmitted.
How often should I analyse my search terms?
Weekly analysis is ideal for active campaigns. Review the High Cost and High Cost/Conversion categories to identify waste, and check Low Cost/Conversion to find terms worth scaling. The full version inside the SaaS Ads Studio connects directly to Google Ads so you can analyse live data without manual exports.
Is this search term analyser really free?
Yes. Paste your data and get instant analysis across 3 categories (High Impressions, High Clicks, High Cost) completely free with no limits. For the full 6-category analysis plus direct Google Ads API connection, campaign-level filtering, and an interactive keyword builder, sign up for the SaaS Ads Studio (free tier available).
Want Live Data
Without Manual Exports?
Connect Google Ads directly, filter by campaign, and build keyword lists on the fly — all inside the SaaS Ads Studio.