Free Google Ads search term analyser
See where your search spend really went
The analyser reads your website and sorts every search by what the person was looking for and how closely that matches what you sell. When it has finished, you see where the money went, which searches fit the business, and which searches to block.
- 1. In Google Ads, open Insights and reports, then Search terms.
- 2. Choose a date range; the last 30 days is a good start.
- 3. Click the download icon and choose CSV.
The analyser reads your home page and up to three pages it links to (services, prices and about) so it knows what your business sells and what it does not sell. Your uploaded file is never stored.
Your report ·
What your search terms were really asking for
The analyser read your website, then sorted every search that showed your adverts by what the person wanted and how closely that matches what you sell.
What the analyser read on your website
Where the money went
What people were looking for
Each circle is a theme of similar searches. Left to right: how closely the searches match what you sell. Top to bottom: what the person wanted. Select a circle to see its searches.
Show the map as a table
Every theme, by spend
Circle area shows spend. An empty ring means the searches showed your adverts but cost nothing.
Unlock your recommendations and Google Ads Editor files
Enter your first name and email to open the recommendation board, Your call decisions and the CSV files ready to import into Google Ads Editor. Free; you also join the VIP Insiders and can unsubscribe from any email.
If these changes had been in place
Recalculated as you tick and untick the recommendations below. It describes this report only and promises nothing about future spend.
Recommendations
Choose 'Save as PDF' in the print window.
Your call
These searches could go either way, or blocking them would also block something you want. Choose for each one; decided cards move to the board and join the downloads.
Download for Google Ads Editor
In Google Ads Editor, download the account first, then choose Account › Import › From file, pick a file, check the proposed changes, and click Post when you are happy.
Want the team to look at this with you?
The free 20-minute account review covers your search terms, negative keywords and conversion tracking with the team on your screen. You keep the findings, whether or not you hire us. Using AI Max? See AI Max Setup (£395, one-off).
Book a free 20-minute account review
Made with the free Search Term Analyser at 24framesmedia.com/search-terms. Book a free 20-minute account review at 24framesmedia.com/book.
Last updated 16 October 2026.