The search terms report is what people actually typed. Keywords are what you hoped. Nepal accounts leak on vacancy, free, india, and DIY queries. Arjan KC mines Search weekly on every paid retainer that includes Google Ads. Starter negatives: master list. Match types: exact vs broad. Audit.

→ Geo · SEM · PMax go/no-go

Object that used this habit

Kathmandu home services Search: wasted spend on irrelevant terms dropped as CPA went NPR 4,722 → 2,571 (−42%) — /case-studies/kathmandu-home-services-google-ads/ · case write-up. Education −40% CPL used the same hygiene — /case-studies/nepal-education-consultancy-ppc/. Do not invent a new waste %.

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Weekly pass (30 minutes)

Filter	Action
Cost with zero conversions	Add negatives or tighten match type
job, vacancy, salary, course free	Negate — unless you sell jobs
Foreign cities / in india	Geo + negatives
Queries that belong in brand	Don’t let non-brand bid them
Good queries not in the account	Add as exact/phrase if they convert

You need admin to export this — ownership. PMax Insights is not a substitute.

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Language

Romanized terms you do serve stay. Unrelated Nepali/English lookalikes get negated. RSA should already include the ones you want — bilingual RSA.

Next: negatives list · match types · hire.