Google Ads Search Term Filters To Enhance Performance

Ever feel like your Google Ads campaign is throwing money down the drain on vague, irrelevant queries? That’s where smart use of Google Ads search term filters comes in. These filters let you block out the noise, pinpoint wasted clicks, and sharpen your audience targeting while you may be drowning in data. In this post, we’ll walk you through exactly how search term filters work, why they matter, and how you can turn them into a powerful tool for protecting your ad budget and boosting performance.

Why Do Google Ads Search Term Filters Matter?

The problem: overwhelming search term reports and wasted spend

Let’s be honest, Google Ads can feel like drinking from a firehose. Your search terms report can contain thousands of queries but some are relevant while many are not so much. Without help, it’s easy to miss the tiny leaks quietly draining your budget.

On different forums, PPC advertisers often vent about losing months to irrelevant clicks before realizing they could have simply filtered out broad match noise or zero-conversion terms. In one particular instance, one described spending thousands due to poorly configured match types for keywords in their ad campaigns, even with support from Google, underscoring how wasted clicks happen in even basic setups.

Wasting spending like that isn’t just frustrating but it’s avoidable, so you should take action.

Use filters to see what’s working and what’s not

This is where Google ads search term filters become a game-changer. With them in your corner, you can carve through the noise instantly:

• Exclude single-word generic terms (like the filter “does not contain space” to weed out low-intent searches)
• Spot low-performing search terms (e.g. low CTR with high impressions)
• Separate brand terms showing up in non‑brand campaigns before they poison performance.

These filters work like smart lenses on your data by highlighting problem areas and letting you act proactively. Instead of blindly guessing, you can make strategic moves like pruning irrelevant queries, refining your targeting, and ultimately protecting and improving your ROI.

Google Ads search term filters can help you see what’s working

What Are Google Ads Search Term Filters?

A Simple Definition

Think of Google Ads search term filters like a set of funnels you apply to your search terms report. They help you sort and view only the queries that match specific conditions, say, CTR below 5%, or impressions above 100. Instead of scrolling endlessly, filters show you exactly where attention is needed in a gigantic spreadsheet of keywords.

You don’t need to know advanced analytics to use them because they’re built into the Google Ads interface and simply let you slice the data in meaningful ways.

How they differ from negative keywords and keyword match types

Negative keywords block ads from showing on certain terms. If you add a negative keyword like “free,” your ads won’t serve for searches containing “free” at all. Meanwhile, match type rules (broad, phrase, exact) determine how your keywords map to actual search queries in the first place. These two are configurations.

Google Ads search term filters, however, don’t change what shows up. They only help you analyze what has already triggered your ads. They’re retrospective tools, as in you look at what happened, then use filter findings to add negative keywords or expand match types where necessary. So how do you go about it?

A rough definition of the search term filters

Step‑by‑Step Guide On How to Set Up Google Ads Search Term Filters

Where to find filters in the Google Ads interface (campaign, ad group, keyword levels)

Ready to get hands‑on? Finding filters is easier than it sounds:

1. Log into your Google Ads account, and select either Campaigns, Ad groups, or Keywords from the left navigation.
2. At the top of the statistics table, you’ll see a filter icon. Click it to view your current filters or add a new one.
3. This same filter menu appears in each view (Campaign, Ad group, Keyword, and even Ad level) so you can apply filters at the most relevant level depending on what you want to analyze.

For example, if you want to evaluate how your keywords are performing within a specific ad group, go into that view and click the filter icon there, it’s consistent everywhere.

Where to find the filter sign in your Google Ads workspace

Building and applying filters

Once you’re in the filter window:

• Click “Add Filter”, then choose the metric you want to filter by—such as CTR, Impressions, Match type, or Conversion rate.
• Enter your desired conditions like Impressions > 100 or CTR < 5% using operators like <, >, =, etc
• Want to narrow things further? Add more filters by clicking “Add Filter” again. For instance:
  • Impressions > 100
  • CTR < 5%
  • Match type = Broad match
• When applied, the table instantly updates, showing only the search terms that meet all your filter criteria.

Saving filters and creating reusable presets

No one wants to build the same filters every time they log in. Here’s how to save the smart views you build:

• After applying one or more filters, click on the “Save” (floppy disk) icon to the right of the filter bar.
• Give your filter a name like “Low CTR High Impressions” or “Broad Match Low Converters” and hit Save.
• Next time you click the filter icon, your named filter shows up in the drop-down, ready to reapply instantly.

How can you configure the Google Ads search term filters

Top Ways To Use Google Ads Search Term Filters

Excluding single-word terms (“does not contain space”) to remove generic just‑one‑word queries

One of the smartest things you can do in Google Ads is set up filters that help you focus on what really matters. For example, consider filtering out generic one-word terms by using a rule like “does not contain space.” This tactic helps you find and remove low-intent searches such as “shoes” or “insurance,” which typically drive spend without conversions.

Filtering out brand terms from non-brand campaigns

Another valuable filter revolves around brand terms. If your non-brand campaigns are showing up for your own brand name, that’s unwanted overlap that skews performance and consumes budget. Eliminating keywords that contain brand names and excluding them from non-brand campaigns help ensure those paid searches go to a campaign where metrics matter most. What this does is removing competitor or brand keywords to keep campaigns tight and efficient.

Filtering low-performing queries

To tackle budget inefficiencies, it’s effective to identify search queries with lots of impressions but a very low click-through rate. A classic example is filtering for terms with over 100 impressions and less than a 5% CTR.

These are the terms that Google shows a lot but users don’t click. One case study noted $2,700 in wasted spend from a $300,000 budget simply by not applying this filter, proof that tiny leaks can become cumulative drains over time if not addressed.

Identifying high‑intent terms

On the flip side, pinpointing high-intent terms is a filter strategy in itself. Looking specifically for queries with lots of clicks, solid ROAS figures, or conversions can spotlight opportunities worth promoting into exact or phrase-match keywords or increasing bids. Isolating high-performance terms helps you scale what’s working and ensure strong returns, but this can be difficult to see without extensive experience in your industry.

What should you use the search term filters for?

What to Do With the Results From Google Ads Search Term Filters

Turning irrelevant search terms into negative keywords

There are always search queries that drive clicks but never convert in your campaign. After filtering out zero‑conversion search terms and turning them into negative keywords, cost per conversion is likely to decrease, which leaves out a significant portion of your budget for reinvestment or growth efforts.

That means if you discover terms with clicks but no conversions, don’t hesitate, schedule those as exact‑match negatives. It’s a smart budget saver you can reverse if needed.

Promoting high‑conversion terms into exact or phrase‑match keywords

On the flip side, your filters can help you find the search terms winning with conversions, clicks, and strong return on ad spend. When a term continuously delivers, you don’t just sit, you elevate it. Or in other words, tweak your campaign to focus on that side of your campaign.

Take those high-performing queries and add them as exact or phrase‑match keywords. This allows you to bid smarter, control match behavior, and increase your visibility where search intent aligns most tightly with your business goals.

Refining ad copy and landing pages based on real user queries

Search term filters don’t just fine-tune negative keyword lists, they reveal what language real users are typing. If you notice specific terms echoing through high-conversion searches, weave those into your ad headlines and landing page copy. Using the actual words people type validates their intent and makes your messaging feel personalized.

In a broader view, many conversion‑rate‑optimization experts recommend aligning copy and landing messaging with filtered search insights to improve quality score and engagement. This shift from guess‑work to real‑world language improves relevancy and trust.

Benefits of Using Google Ads Search Term Filters

Cleaner targeting, fewer wasted clicks

Filtering out irrelevant or generic search queries eliminates a huge amount of wasted spend and low-value traffic. This strategy lets you cut through noise and stop clicks that don’t convert, preserving budget for high-intent traffic instead. In practice, that means fewer clicks that don’t matter and sharper overall campaign focus.

Improved ROI and scaled relevance

These filters don’t just reduce waste, as that also translates to better budget allocation to search terms that convert. Advertisers can target high-performing queries and exclude inefficient ones, directly improving return on ad spend. Additionally, refining your traffic this way helps you align campaigns more tightly with audience intent and business goals, making every dollar work harder and bring in better results.

Faster optimization workflows for busy marketers

No more manual data sifting month after month. Filters let you automate discovery of key issues like search terms with clicks but no conversions, low CTR, or match-type overlap. That means less digging through massive reports and more time making smart optimizations.

The major benefits of Google Ads search term filters

FAQs About Google Ads Search Term Filters

What is the difference between a search term and a keyword?

A search term is the exact phrase a user types into Google’s search box, while a keyword is what you bid on in Google Ads. It’s how you target potential customers. Search term filters allow you to sort actual user queries that triggered your ads, giving you real-world insight into what drives results.

Can I filter by match type or keyword match variant?

Absolutely. Within the search terms report, you can filter based on how a query matched your keyword such as broad, phrase, exact, or close variants. That helps you isolate search behaviors linked to each match type and refine performance.

How many impressions or clicks should I use as a threshold when filtering?

A common approach is to filter terms with over 100 impressions and a low click-through rate (for instance, CTR under 5%), or queries with more than 100 clicks but no conversions. Those thresholds help flag poor-performing queries without overreacting to small data samples. Adjust thresholds based on your account size and campaign activity.

When should I review or update search term filters?

In the early stages of a campaign, many PPC managers review search terms daily or every few days to build up a negative keyword list quickly. Once performance stabilizes, checking every 2–4 weeks is usually sufficient. Seasonality, budget shifts, or structural changes warrant more frequent reviews.

Are Google Ads Search Term Filters available across all campaign types?

Search term filters are fully available in Search campaigns and standard reports, including search partner data. However, Performance Max campaigns historically lacked granular search term visibility. That’s changing now, with new search term reports and self-serve negative keyword tools rolling out, but availability may vary by account.

Perfect Your Google Ads Campaign With On Digitals

With an ROI-driven approach and strong focus on search engine marketing and ad campaign, On Digitals is your ideal partner in managing Google Ads projects end-to-end. Our Google Ads services handle everything from set-up to optimization, ensuring every campaign runs efficiently and delivers tangible returns.

With the help from Google Ads search term filters in your campaign management, you gain clear visibility into actual user behavior, reduce wasted spend, and spot opportunities to refine your targeting and messaging. Whether you’re a business owner, marketing manager, or PPC specialist, smart use of these filters turns reactive data cleaning into proactive optimization. Combine that with expert Google Ads services from a collaborating agency and you’ll create campaigns that aren’t just active, but truly effective.