What’s the Difference Between Search Terms and Keywords in Google Ads?
- Mar 14
- 2 min read
If you’ve ever looked inside a Google Ads account, you’ve probably seen the terms keywords and search terms used a lot, and many business owners assume they’re the same thing. They’re not. Understanding the difference can save you money and dramatically improve your ad performance.
Keywords: What You Choose
Keywords are the words or phrases you tell Google you want to show up for. These are the terms you add to your Google Ads campaigns, like:
“AC repair”
“plumber near me”
“emergency electrician”
Keywords are essentially your intent as the advertiser. You’re saying, “When someone searches something related to this, show my ad.”
Search Terms: What People Actually Type
Search terms are the exact words real users type into Google before seeing or clicking your ad.
For example:
Your keyword might be: plumbing services
The search term could be: 24 hour plumber in Lusby MD
This is where things get interesting, and where many accounts waste money.
Why the Difference Matters
Your ads don’t just show for your exact keywords. Google matches your keywords to related search terms based on intent. That means your ad could show up for searches you didn’t expect, good and bad.
This is why the Search Terms Report is one of the most important tools in Google Ads. It shows you:
Which searches are actually generating clicks
Which ones are converting into leads
Which ones are wasting your budget
How Smart Advertisers Use This Information
At AUG Marketing, we constantly review search terms to:
Add winning search terms as new keywords
Block irrelevant searches with negative keywords
Improve ad copy and landing pages based on real user intent
This is how you stop paying for junk clicks and start attracting customers who are ready to book.
The Bottom Line
Keywords = what you target
Search terms = what people actually search
If you’re not paying attention to both, you’re leaving money on the table.
If you want your Google Ads campaigns managed the right way, with real optimization, not guesswork, AUG Marketing Agency has you covered.
📞 410-449-0034
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