Measures how much spend flows through queries you never added as keywords, then splits the biggest unmanaged queries into keywords-to-add (converting) and negative candidates (zero conversions).
by Dmytro Tonkikh·chiliad.io
Uses Claude AI to analyze your search terms and recommend negative keywords with clear reasoning. Each term is evaluated for business relevance, intent, and conversion potential — then exported to a Google Sheet with actionable suggestions.
Finds brand search terms leaking into non-brand campaigns (inflating their stats and misleading Smart Bidding) and generic traffic riding in brand campaigns — with the misrouted spend quantified.
Measures how much of your exact-match spend actually flows through close variants and lists the zero-conversion variants — the most surgical negative keyword candidates in the account.
Reads negative keywords and placement exclusions from a Google Sheet and syncs them to multiple campaigns via shared negative keyword and placement lists. Optionally filters to campaigns with a specific label.
Quantifies spend on search queries containing competitor names, with conversion performance and a period-over-period trend — whether competitor bidding is your strategy or your broad-match accident.
Shows what your Dynamic Search Ads decided on their own: waste queries to negate, the landing pages absorbing DSA spend, and converting queries to promote into real keywords.
Some unmanaged traffic is healthy — that's how discovery works — but when most of the budget rides on queries you never chose, the account is steering itself. Search Term Coverage uses Google's own added/not-added status per search term to compute the managed vs unmanaged spend split, then lists the biggest unmanaged queries in both directions: converting queries to add as keywords (take control of what already works) and zero-conversion queries to review as negatives.
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
MIN_TERM_COST | 5 |
TOP_N | 25 |
EMAIL_ADDRESS | (empty) |
=== Search Term Coverage (LAST_30_DAYS) === Spend on added keywords: 8240.20 Spend on unmanaged queries: 4110.35 (33% of search spend) --- CONVERTING unmanaged queries - ADD as keywords --- "trail running shoes women" cost: 240.10 clicks: 198 conversions: 12.0 (Shoes — Generic) --- ZERO-CONVERSION unmanaged queries - negative candidates --- "running shoes repair kit" cost: 84.20 clicks: 92 conversions: 0.0 (Generic — Broad) Email sent to you@example.com
The managed/unmanaged classification comes from Google's own search term status (added vs none). Broad-match-heavy and DSA accounts naturally run higher unmanaged shares — track the trend month over month rather than chasing an absolute number. Complements an n-gram analysis: this finds whole queries, n-grams find patterns.