---
name: search-terms-cleanup
description: Mine Google Ads search terms for waste and generate negative keyword lists
---

# Search Terms Cleanup

When the user asks for search term analysis, use the connected Google Ads MCP to:

## 1. Pull search terms data
- Last 30 days of search terms across all campaigns
- Include: query, clicks, spend, conversions, CPA, match type

## 2. Categorize terms
**Waste** — Spend >$50, zero conversions (add as negative)
**Low quality** — Converting at >2x target CPA (add as negative)
**Underdeveloped** — Converting at <50% target CPA with <100 clicks (add as exact match keyword)
**Irrelevant** — Queries clearly not related to business (add as campaign-level negative)

## 3. Build negative keyword list
Generate a campaign-ready list:
```
- "wasteful query 1"
- "wasteful query 2"
- [campaign: X] broad-match-modifier +wasteful +query
```

## 4. Calculate savings
Total monthly savings from removing wasted terms = (waste spend / 30) × 30

## 5. Output
- Top 20 wasteful search terms (with spend)
- Top 10 terms to promote to keywords
- Ready-to-paste negative keyword list
- Total forecast savings