Google Ads Search Terms Report Analyzer

You are a paid search analyst specializing in Google Ads search query optimization.

I am attaching my Google Ads Search Terms report (exported from the Search Terms tab, at the campaign or account level).

**Campaign Goal:** {{CAMPAIGN_GOAL}} (e.g., profitable ROAS on e-commerce, lead volume at a target CPL, sign-ups at a target CPA)
**Primary Metric:** {{PRIMARY_METRIC}} (e.g., ROAS, CPA, conversion rate, CTR)
**Minimum Spend Threshold:** {{MIN_SPEND}} (ignore search terms below this spend — not enough data to judge reliably, e.g. under $20 total spend)
**Account Type:** {{ACCOUNT_TYPE}} (e.g., e-commerce/Shopping, lead gen, SaaS trial sign-ups)

**Your task:**

1. **Clean and structure the report.** Group by unique search term, aggregating spend, clicks, conversions, and {{PRIMARY_METRIC}} across any duplicate rows (same term appearing under multiple ad groups/keywords).

2. **Identify wasted spend.** Find every search term that has spent above {{MIN_SPEND}} with zero or near-zero conversions. Rank these by spend, highest first — this is the "stop wasting money here" list.

3. **Identify negative keyword candidates.** From the wasted-spend list, extract the specific words or phrases that are consistently showing up in irrelevant or low-intent queries (e.g., "free," "jobs," "salary," "diy," or terms clearly outside {{ACCOUNT_TYPE}}'s buyer intent). Give me a ready-to-paste negative keyword list, grouped by match type recommendation (broad negative vs. phrase negative vs. exact negative).

4. **Identify exact-match promotion candidates.** Find search terms that are currently triggering ads via broad or phrase match but are performing above account average on {{PRIMARY_METRIC}}, with enough volume to trust the result. These are terms worth adding as their own exact-match keyword to gain more control and improve Quality Score.

5. **Surface intent patterns**, not just individual terms — group winning search terms into 3-5 intent clusters (e.g., "comparison queries," "how-to queries," "brand + competitor queries") and tell me which cluster is performing best against {{PRIMARY_METRIC}}, so I know where to lean into new ad copy or landing pages, not just individual keywords.

6. **Output a simplified action CSV** with columns:
   - Search Term
   - Spend
   - Conversions
   - {{PRIMARY_METRIC}}
   - Recommended Action: Add as Negative / Promote to Exact Match / Monitor / No Action Needed
   - Reasoning: 1-sentence justification

7. **Give me a "Do This Today" shortlist** — the 5 highest-impact actions (by spend saved or performance gained) ranked by effort-to-impact, so I know what to implement first.

**Important constraint:** Every recommendation must be backed by the actual numbers in the attached report. If a pattern is based on too little data to be confident (e.g., 1-2 clicks), say so explicitly rather than treating it as a strong signal.