Builds a Google Sheets report of search terms trending up or down — last week vs the week before AND last week vs the same week last year (seasonality-proof).
by Nils Rooijmans·nilsrooijmans.com/google-ads-script-trending-search-terms
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.
Spotting demand shifts early is free money: rising queries deserve budget and ad copy, falling ones explain 'mysterious' performance drops. This script compares search term impressions across two windows — last week vs the week before (momentum) and last week vs the same week last year (seasonality-adjusted) — and writes both trend lists to separate sheets, with an email notification.
| Variable | Default |
|---|---|
SPREADSHEET_URL | (required) |
EMAIL_ADDRESSES | (required) |
IMPRESSIONS_MIN | 10 |
IMPRESSIONS_MIN_ABS_DIFFERENCE | 50 |
IMPRESSIONS_MIN_REL_DIFFERENCE | 0.2 |
SEND_EMAIL | true |
Two sheets: 'WoW trends' (last week vs week before) and 'YoY trends' (vs same week last year), each listing search terms with impressions in both periods and the absolute + relative change.
The year-over-year sheet needs a year of search term history in the account. Lightly updated by Chiliad for the current AdsApp runtime. A high-performance MCC version is available from the author.