To get at that data, we need to look at overall budget efficiency.

Pay-per-click advertising is intent-based marketing. In other words, you want your ads to show up for internet searches that indicate a strong purchasing intent—you want to be seen by people who want your product or service.

Fortunately, Google Ads provides insight into the search intent of your audience through the Search Terms report.

The Search Term report allows you to see exactly what searches triggered your ad and how many impressions, clicks and conversions each search term produced.

If your campaigns are run well, your ads should show up when people are searching for what you have to offer. As a result, when they click on your ad, they should be taken to a landing page that meets their needs and convert.