Search Terms report cleanup SOP (lead gen Search)
This is the operator routine for turning noisy Search Terms into clean negatives and tighter intent control. Run it monthly, then weekly until waste stabilizes.
Start with the negative keyword generator and the negative keyword guide. If you need the full clean-up done fast, book the Waste Reduction Sprint. Your handoff deliverable is the Waste Report.
Cleanup checklist (operator view)
- Pull 30-90 days of Search Terms with clicks, cost, conversions.
- Protect high-intent terms before you block anything.
- Tag waste themes (jobs, free, DIY, research, unrelated).
- Decide action per term: keep, monitor, negate.
- Deploy negatives in a shared list, then campaign/ad group.
- Log every change in the Waste Report with evidence.
- Monitor lead quality for 7-14 days, then iterate.
Inputs you must have
- Search Terms export with clicks, cost, conversions.
- Lead quality signal (CRM tags or manual review).
- Protected terms list (brand, core services, high-intent).
No lead quality signal? Default to conservative negatives and log every decision for rollback.
Decision table (what to do with a term)
| Signal | Action | Match type |
|---|---|---|
| Repeated junk theme | Add as negative | Phrase |
| One-off bad query | Add as negative | Exact |
| Ambiguous intent | Hold + monitor | None |
| Converts but low quality | Investigate before blocking | None |
Step 1: set the review window
Use 30-90 days. Shorter windows miss themes. Longer windows hide changes in intent. Keep a copy of the raw export for audit.
Step 2: protect high-intent terms first
Build a protected list before you negate anything. This prevents the #1 failure mode: blocking buyers.
- Brand + product/service names.
- Near me, pricing, quote, hire, or local modifiers.
- Top converting query variants.
Step 3: tag waste themes
Scan for repeat patterns. Tag the theme and the evidence, not just the term. This speeds decisions and builds a defensible audit trail.
- Jobs/careers (jobs, salary, internship).
- Free/DIY (free, template, how to, pdf).
- Education (course, certification, training).
- Industry mismatch (unrelated service category).
Step 4: classify each term
Use the decision table above. If the term is ambiguous, hold it and re-check after 7-14 days. Do not guess.
Step 5: build and deploy negatives
Generate candidate negatives fast, then apply the right match type. Phrase for themes, exact for single queries.
- Use a shared list for global junk themes.
- Use campaign/ad group negatives for edge cases.
- Document the negative + theme + evidence.
Need quick candidates? Run the negative keyword generator.
Step 6: log it in the Waste Report
Your Waste Report is the system of record. Log the theme, the terms, the negative applied, and the expected outcome. If you cannot explain the decision in one sentence, do not ship it.
See a redacted example in the Waste Report deliverable.
Step 7: monitor lead quality
Watch quality for 7-14 days. If volume drops but quality improves, you are winning. If quality drops, roll back the last batch and tighten your protected list.
Weekly maintenance routine
- Review new terms (last 7-14 days).
- Tag repeat waste themes.
- Add 5-15 negatives max.
- Log decisions in the Waste Report.
- Check lead quality and conversion trend.
What to do next
- Generate candidate negatives with the negative keyword generator.
- Document your changes in the Waste Report.
- If you want this executed fast and verified, book the Waste Reduction Sprint.