We’ve introduced a new way to view and manage campaign-level search terms directly in the Rule Engine, through the Campaign Level Search Terms Scope.
This new scope lets you analyze PMax and AI Max campaign performance using selected metrics, segment by match or conversion type, and take direct actions—like adding negatives or saving reports—without relying on scripts or spreadsheets.
We encourage you to try this new approach for a more flexible and powerful workflow.
What is It?
The PMax Search Terms script adds all your Performance Max search term data into a spreadsheet. These automated reports provide enhanced visibility into search term performance, significantly surpassing previous options available for Performance Max campaigns. You can run the script either at the account level or at the MCC level.
The script includes the following search term information in the report:
Campaign Name
Category Label
Search Term
Sub Category
Impressions
Clicks
Conversions
Conv. Val
CTR
Why Use It?
Utilizing a script automates the search term analysis process, reducing your time multifold. This data is beneficial for analyzing search term patterns, optimizing campaigns, and refining audience targeting by identifying:
Irrelevant search terms that trigger your ads
High-performing search terms that drive conversions - you can optimize these terms for more search volume
Search categories for additional keyword ideas that are already working
High-impression, low-click terms that may indicate poor ad relevance and could benefit from better ad creative assets like headlines and descriptions
It’s your ticket to greater PMax control!
Which campaigns are covered by the PMax Search Terms Script?
The script pulls search terms from Performance Max campaigns, including Lead Generation PMax and Retail PMax campaigns, as well as feed-only setups.
Settings
Google Spreadsheet Settings
The script outputs the results onto a Google Spreadsheet. You can ask the system to:
Paste the results into an existing spreadsheet: You'll need to enter the spreadsheet’s URL in this field, and the system will update this spreadsheet during every run. The sharing settings for the spreadsheet should be 'Anyone with a link'.
Please note that if the sharing settings are not correct, the script will not be able to write data onto the spreadsheet.
Create a new spreadsheet each time the script runs: For this, simply mention "NEW" in the text field.
Date Range
Choose your preferred date range for populating the PMax search term data, ranging from “Last 7 Days” to “Last 360 Days” from the dropdown.
Note - It won’t be possible for the script to pull search term data from before March 2023, since this data wasn’t available before then.
Notifications and Sharing
Email Addresses To Notify: Enter a comma-separated list of email addresses of everyone whom the system should notify when the script executes.
Share Results Spreadsheet With These Google Accounts: Enter any additional email address(es) you want to share the spreadsheet with, separated by commas.
Thresholds for Categories
Set thresholds for Categories based on the following KPIs for obtaining refined search term performance data:
Impressions
Clicks
Conversions
Only Categories meeting or exceeding the specified KPI value(s) will be included in the spreadsheet.
Advanced Settings
If you have a large account with multiple campaigns, or if you want to focus on specific campaigns in your account, you can tailor the script to individual campaigns or groups of campaigns. This will help you:
Avoid missed data updates due to script execution time limits.
Gain precise insights for specific campaigns or categories.
Consider setting the script to run more than once a day in Google Ads if using these filters. This will ensure that all campaigns and categories are processed effectively, and search term data is updated regularly in your spreadsheet.
Use Cases
Discovering High-Performing Search Terms
Problem: Some search terms within Performance Max campaigns may drive strong conversions, but these insights are not always easy to analyze in Google Ads.
Solution: With the script, you can quickly identify high-performing queries and use them to:
Expand keyword targeting
Build new search campaigns
Improve campaign signals.
Improve Ad Relevance
Problem: Some search terms generate many impressions but very few clicks, which may indicate poor ad relevance.
Solution: By reviewing impressions, clicks, and CTR in the report, you can identify low-CTR queries and adjust ad assets such as headlines or descriptions to better match user intent.
Identifying Irrelevant Search Terms
Problem: Performance Max campaigns can trigger ads for search terms that are not relevant to your products or services. Since search term visibility in PMax is limited, it can be difficult to identify and review these queries regularly.
Solution: Use the PMax Search Terms Script to automatically collect search term data in a spreadsheet. Review metrics like impressions, clicks, and conversions to quickly identify terms that:
a. Generate traffic, but no conversions
b. Do not match your offering
You can then refine campaign signals or take steps to prevent these queries from triggering your ad.