If you’re running PPC campaigns in Google Ads, one of the most valuable ways to improve performance is by regularly reviewing your Search Query Reports (SQRs). An SQR helps you see exactly what people typed into Google before clicking your ad, giving you a clear view of how your ads are being triggered and how relevant that traffic really is.

But an SQR isn’t just for Google Ads. Similar tools are available on Microsoft Advertising, Meta Ads, and Amazon Ads, all offering insights into the real searches and user intent behind your clicks.

Let’s go through what an SQR is, how to run one, and how to use it to improve your campaigns.

What is a search query report (SQR)?

A Search Query Report shows the actual search terms that triggered your ads, not just the keywords you’ve added. For example, if your keyword is “red trainers”, your ad might also appear for “cheap red trainers for women” or “red running shoes size 8”.

These insights help you identify:

  • New keyword opportunities - terms that are performing well but not yet part of your campaign.

  • Irrelevant traffic - searches that waste budget because they don’t match your product or service.

  • Match type behaviour - how broad match or phrase match keywords are actually working in practice.

 

How to Run a Search Query Report in Google Ads

  1. Go to your campaign or ad group.
    In the Google Ads interface, select the campaign or ad group you want to review.

  2. Navigate to the 'Search terms' tab.
    You’ll find this under the Keywords section. This tab lists all the search terms that triggered your ads within your chosen date range.

  3. Filter and sort your data.
    Use filters to focus on the metrics that matter most. For example, high spend with no conversions, or high conversions with a strong click-through rate (CTR).

  4. Export for deeper analysis.
    If you want to do a more detailed review, export the data to a spreadsheet. This makes it easier to group terms, highlight themes, or spot patterns.

 

What You Can Do With Your SQR Insights

Once you’ve reviewed your SQR, it’s time to act on it.

1. Add Negative Keywords

If you see irrelevant searches, for example, “free”, “jobs”, or “diy”, add them as negative keywords to stop your ads showing for those terms. This helps cut wasted spend and improve campaign efficiency.

2. Expand Your Keyword List

You’ll often find new, high-performing search terms that you haven’t explicitly targeted. Add these as new keywords in the right ad groups, with appropriate match types.

3. Optimise Match Types

If broad match keywords are pulling in poor-quality searches, consider switching to phrase or exact match for tighter control.

4. Review Ad Copy Relevance

Look for patterns where your ad might not align with search intent. For example, if people are searching for “budget” or “premium” versions of your product, tweak your ad copy and landing pages to better match that intent.

5. Identify Content or SEO Opportunities

High-volume, high-conversion search terms can also be used to inspire new landing pages, SEO content, or category expansions on your site.

How Often Should You Run an SQR?

Ideally, review your SQRs:

  • Weekly for active, high-spend campaigns.

  • Monthly for smaller accounts or less frequent campaigns.

Consistent reviews keep your account lean, efficient, and aligned with your actual audience intent.

Running regular Search Query Reports is one of the simplest and most powerful ways to improve your Google Ads performance. By cutting out irrelevant clicks, identifying new opportunities, and ensuring your ads match real-world search intent, you’ll be making smarter use of every pound you spend.

And while Google Ads makes SQR analysis straightforward, the same principle applies across all PPC platforms. Wherever there’s search intent, there’s value in understanding what your customers are really typing.