Google Ads distinguishes the search a person makes from the advertising keyword that matches it. Its search terms report helps connect those searches to campaign activity. The report covers terms used by a significant number of people, so it should not be read as a complete record of every search. Source: Google Ads: Search terms report

Read the intent behind the words

Review whether the reported search matches the holiday, destination or service on the landing page. Note useful enquiries as well as irrelevant searches. This gives the team evidence for changes to copy, targeting or exclusions rather than judging a keyword in isolation.

Keep the reporting context

Save the campaign, dates and chosen columns with each review. Discuss any gaps in the report before drawing a broad conclusion about demand. This makes it clearer which activity the evidence describes and which questions remain unanswered.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.