Google Ads is making it easier for advertisers to understand how search queries, ad messaging, and landing pages work together.
The new Search Terms and Ad Combinations report provides additional insights into how Google’s AI-powered advertising features match customer searches with relevant ads and website pages.
For advertisers using AI Max for Search campaigns, this report can help identify irrelevant searches, improve ad relevance, and optimize campaign performance.
In this guide, we’ll explain what the report does, how to access it, and how to use it to improve your Google Ads campaigns.
What Is the Search Terms and Ad Combinations Report?
The Search Terms and Ad Combinations report is a Google Ads reporting view that helps advertisers understand how customer searches connect with their advertisements and landing pages.
It provides insights into:
- Actual search terms triggering your ads.
- Headlines and descriptions displayed.
- Landing pages selected for visitors.
- Search matching sources.
- Advertising asset sources.
Previously, advertisers often needed to review different reports to understand these elements.
The new reporting experience brings more of this information together, making campaign analysis easier.
Example:
Someone searches for “affordable running shoes.”
Google displays an advertisement promoting premium sports footwear and directs the visitor to a general homepage.
Although the advertisement is related to the search, a dedicated running shoes page might provide a better experience.
This report helps identify such opportunities.
The objective is not simply to appear higher in search results. It is to help potential customers discover your business when they are looking for the services you provide.
Why Is This Report Important?
Google increasingly uses automation to match searches with advertisements and relevant landing pages.
The report gives advertisers additional visibility into these automated decisions.
Here are five important benefits:
- Understand Search Intent: Identify what potential customers are searching for.
- Analyze Ad Combinations: Understand which headlines and descriptions appear.
- Check Landing Pages: Identify whether visitors reach relevant website pages.
- Review AI Automation: Understand search matching and advertising asset sources.
- Improve Campaign Performance: Make better optimization decisions using campaign insights.
What Information Does the Report Show?
1. Search Terms
Search terms are the actual queries users enter into Google that trigger your advertisements.
Examples include:
- Buy running shoes online.
- Affordable sports shoes.
- Men’s running shoes.
- Lightweight running shoes.
Reviewing these searches helps identify relevant traffic and potential wasted advertising spend.
2. Headlines and Descriptions
The report provides information about the ad combinations associated with search terms.
For example:
Search: Affordable running shoes
Headline: Shop Premium Running Shoes
Description: Explore comfortable sports footwear at competitive prices.
This helps you understand whether your advertising message matches customer expectations.
3. Landing Pages
Landing pages are the website pages visitors reach after clicking your advertisements.
Consider this example:
| Search Term | Ad Message | Landing Page |
|---|---|---|
| Buy running shoes | Shop Running Shoes | Running Shoes Category |
| Affordable sports shoes | Premium Sports Footwear | Homepage |
| Men's running shoes | Men's Sports Collection | Men's Footwear |
The second example could benefit from a more relevant landing page.
4. Match Sources
Match sources provide additional context about how Google connects searches with your advertising content.
This is particularly useful for understanding AI Max expanded matching and URL-based matching.
5. Asset Sources
Advertisers can review information about where advertising assets originate, including advertiser-provided and AI-generated or customized assets.
This helps evaluate the messaging used in automated ad combinations.
How to Access the Report in Google Ads
Follow these steps to find the Search Terms and Ad Combinations report:
Step 1: Sign in to your Google Ads account.
Step 2: Navigate to Campaigns.
Step 3: Open Insights and reports and select Search terms.
Step 4: Click the Search terms dropdown at the top of the report.
Step 5: Select Search terms and ad combinations.
Step 6: Review the available search terms, ad combinations, and landing pages.
Important: This reporting experience is associated with eligible AI Max for Search campaigns. Availability may vary depending on campaign eligibility and account access.
How to Use the Report to Optimize Google Ads Campaigns
Simply accessing the report isn’t enough. You need to use its insights to improve campaign performance.
Here are six practical ways to do that.
1. Identify Irrelevant Search Terms
Review searches that don’t match your products or services.
For example, a footwear retailer might receive irrelevant searches such as:
- Free shoes.
- Used shoes.
- Shoe repair services.
- Shoe manufacturing jobs.
Consider adding appropriate negative keywords when these searches are unrelated to your business.
2. Improve Ad Copy Relevance
Your advertisements should match what customers are searching for.
For example:
Search: Affordable SEO Services
Ad Headline: Premium Enterprise SEO Solutions
The messaging might not match the customer’s expectations.
Use the report to identify such mismatches and improve your headlines and descriptions.
3. Optimize Landing Pages
Avoid sending every visitor to your homepage.
Match landing pages with customer search intent.
| Search Intent | Recommended Landing Page |
|---|---|
| Buy running shoes | Running Shoes Category |
| Men's running shoes | Men's Shoes |
| Women's sports shoes | Women's Shoes |
| Discount running shoes | Offers & Discounts |
Better relevance can create a more useful experience for potential customers.
4. Discover New Keyword Opportunities
The report can reveal relevant searches you may not have specifically targeted.
For example:
- Best lightweight running shoes.
- Running shoes for beginners.
- Comfortable shoes for daily workouts.
If these searches generate qualified traffic and conversions, consider adding them to your keyword strategy.
5. Review AI-Generated Ad Assets
Check whether automatically customized advertisements accurately represent your products and services.
Ask yourself:
- Is the headline relevant?
- Does the description communicate the correct offer?
- Does the ad match the landing page?
- Is the messaging accurate?
Review and improve available advertising assets when necessary.
6. Optimize Based on Conversions
Don’t judge campaign performance using clicks alone.
Focus on meaningful business metrics:
- Conversions.
- Conversion value.
- Cost per conversion.
- Conversion rate.
- Return on ad spend (ROAS).
- Lead quality.
For eCommerce campaigns, conversion value and ROAS are particularly important.
Practical Example: Using the Report for an eCommerce Business
Imagine an online footwear retailer running AI Max for Search campaigns.
After reviewing the report, the advertiser identifies the following opportunities:
| Customer Search | Landing Page | Recommended Action |
|---|---|---|
| Buy running shoes online | Running Shoes Category | Maintain |
| Affordable sports shoes | Homepage | Improve relevance |
| Men's running shoes | Men's Shoes | Maintain |
| Free running shoes | Product Category | Review negative keywords |
| Lightweight running shoes | Running Shoes Category | Review conversions |
This analysis helps identify irrelevant traffic, improve landing page relevance, and discover new opportunities.
The objective isn’t to restrict Google’s automation unnecessarily. It’s to make sure your advertising delivers relevant experiences and meaningful business results.
Common Mistakes to Avoid
When using the new report, avoid these common mistakes:
1. Adding Too Many Negative Keywords
Don’t exclude relevant searches simply because they haven’t generated conversions yet.
2. Ignoring Landing Pages
Relevant advertisements should lead visitors to relevant website pages.
3. Focusing Only on Clicks
Prioritize conversions, conversion value, and business outcomes.
4. Making Changes Too Quickly
Allow sufficient performance data to accumulate before making significant optimization decisions.
5. Ignoring AI-Generated Assets
Review automatically customized headlines and descriptions to ensure accuracy and relevance.
Traditional Search Terms Report vs. New Report
Both reporting views are useful, but they provide different insights.
| Feature | Traditional Search Terms Report | New Reporting View |
|---|---|---|
| Search Queries | Yes | Yes |
| Keyword Insights | Yes | Additional AI Max context |
| Ad Headlines | Not primary focus | Yes |
| Not primary focus | Product Category | Yes |
| Landing Page Context | Limited | Yes |
| AI Max Insights | Limited | Yes |
The traditional Search Terms report remains valuable for keyword analysis and negative keyword management.
The new reporting view provides additional context about search terms, advertising combinations, and landing pages.
Both reports can complement each other when optimizing Google Ads campaigns.
Best Practices for Advertisers
Follow these recommendations to get more value from the report:
- Review search terms regularly.
- Check ad messaging against customer search intent.
- Evaluate landing page relevance.
- Review automatically customized ad assets.
- Monitor conversions and conversion value.
- Use negative keywords carefully.
- Identify new keyword opportunities.
- Make decisions using sufficient performance data.
A weekly or biweekly review is a good starting point, depending on your campaign activity and budget.
Frequently Asked Questions
It is a reporting view that connects actual search queries with advertising combinations and landing pages in eligible AI Max for Search campaigns.
No. It is associated with eligible AI Max for Search campaigns. Availability depends on campaign eligibility and account access.
The traditional report focuses primarily on search queries and their performance. The new view provides additional context about ad combinations and landing pages.
Yes. You can identify unrelated searches and consider adding appropriate negative keywords.
The report doesn't automatically improve ROAS. However, its insights can help improve targeting, ad relevance, and landing page experiences, potentially contributing to better campaign performance.
Weekly or biweekly reviews are a good starting point. Adjust the frequency based on campaign activity and conversion volume.
Conclusion
Google Ads is becoming increasingly automated, making campaign visibility and optimization more important than ever.
The Search Terms and Ad Combinations report helps advertisers understand how customer searches connect with advertising messages and landing pages.
By reviewing this information, you can identify irrelevant searches, improve ad relevance, discover keyword opportunities, and make better campaign decisions.
At MunishSEO, we believe successful Google Ads management is about more than generating clicks. It’s about attracting the right audience, generating meaningful conversions, and maximizing advertising returns.
Want to improve your Google Ads performance?
Explore Google Ads management and PPC optimization services at: https://www.munishseo.com/paid-ads/
If your business needs a more effective strategy for improving Google Ads performance, explore MunishSEO’s Google Ads services to learn how data-driven campaign management can help you reach the right audience, improve conversions, and maximize your advertising returns. For more information about my digital marketing services, get in touch with me at +91-7710334774 or email me at contact@munishseo.com.