Search terms are the “receipt” of what you actually bought. If you’re not reviewing them weekly, you’re paying for irrelevant traffic.
What to look for every week
High spend, no conversions → add negatives or tighten match types
Converting terms → promote into dedicated ad groups
Irrelevant themes → add to shared negative lists
Location leaks → add geo negatives or fix settings
Build negative keyword lists by category
Examples:
Jobs/careers
DIY/how-to
Free/cheap
Competitor research terms (depending on strategy)
Out-of-service areas
Turn winners into scalable structure
When you find a converting term:
Create a specific ad group
Write ad copy that mirrors the term
Send to the most relevant landing section
This is one of the fastest ways to lower CPL and raise ROAS.