Neglected search terms silently waste 15–30% of ad spend. Systematic review and negative keyword management stops the bleed.
Broad and phrase match keywords trigger ads for search terms you never intended. Without regular review, irrelevant clicks compound into thousands of euros in wasted spend.
An agency managing 20 accounts with €3,000/month average spend loses €9,000–18,000/month to irrelevant search terms if reviews happen less than weekly.
| Search term | Clicks | Cost | Conv. | Verdict |
|---|---|---|---|---|
| google ads free course | 34 | €78 | 0 | Irrelevant |
| ppc meaning | 28 | €52 | 0 | Informational |
| hire google ads freelancer | 19 | €44 | 0 | Wrong intent |
| google ads login | 47 | €0 | 0 | Navigation |
| cheap seo services | 22 | €41 | 0 | Wrong service |
See search terms across all client accounts in one interface. Filter by cost, clicks, conversions, and date range.
Add as negative (campaign or shared list), add as keyword, or flag for review — one click per term.
Set rules like 'if search_term.cost > €20 and conversions = 0, auto-add as negative.' Continuous hygiene, zero effort.
Estimate how much of your total ad spend is going to irrelevant search terms — and what systematic management would save.
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