Weekly search terms review | DIGITECH Resource Library

The routine

Open the search terms report for the last seven days, sorted by cost.Add every term with no plausible buying intent to the shared negative list, at the phrase match level.Add every term with clear intent and more than a handful of clicks as a keyword in the right ad group.Note any term that converts but lands on a page which does not mention it; that is a landing page task.Check that added negatives do not block the core keywords (search the keyword list for overlaps).Record what changed and why in the account change notes.

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Google’s documentation on the search terms report and on negative keywords explains the matching behaviour that makes the phrase-level negative the safe default.

Sources

About the search terms report — Google Ads Help
About negative keywords — Google Ads Help

About this guide

Written by

Daniel Reyes

Head of Paid Media

11 years in paid search and social · Manages Google Ads and Meta programs for legal and home services clients

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Daniel runs the paid media team. He builds and manages the Google Ads and Meta programs for DIGITECH’s legal and high-ticket home services clients, and writes about qualifying demand before the click so a sales team only talks to people who can buy.

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Editorially reviewed by

Elias Morgan

Editorial Director

Former healthcare trade editor · Checks every guide against its cited sources before publication

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Elias runs editorial review for everything DIGITECH publishes. He reads each draft against the sources it cites, checks the claims a client could be held to, and signs off on the review date that appears on the page. Before DIGITECH he edited a healthcare trade publication for eight years.

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Published January 22, 2026 · Updated January 22, 2026