Google AdsPaid AdvertisingKeyword Performance Analysis
Keyword performance analysis evaluates how individual keywords and keyword themes perform across Google Ads campaigns. It examines click-through rates, conversion rates, cost per acquisition, and revenue attribution at the keyword level to identify your most and least profitable search terms.
Google Ads metric
Keyword performance analysis evaluates how individual keywords and keyword themes perform across Google Ads campaigns. It examines click-through rates, conversion rates, cost per acquisition, and revenue attribution at the keyword level to identify your most and least profitable search terms.
Full guide: definition, formula, and benchmarksWhy Keyword Performance Analysis matters for Google Ads users
Keywords are the foundation of search advertising. A small number of keywords typically drive a disproportionate share of conversions, while many keywords consume budget with little return. Identifying this distribution is essential for efficient account management.
Mapping keyword performance into your metric tree connects search intent to business outcomes. Top-performing keywords reveal which customer problems and needs drive the most valuable conversions, informing both your paid and organic search strategy.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Keyword Performance Analysis with KPI Tree
KPI Tree connects keyword-level performance data from your warehouse and maps metrics per keyword theme into your tree. Identify your highest and lowest ROI keywords.
Assign RACI ownership to your paid search specialist. Set alerts when top keyword performance degrades and track optimisation actions such as bid adjustments, match type changes, and negative keyword additions.
Get started with your Google Ads data
MCPPull metrics from Google Ads directly through the Model Context Protocol.
Connect your existing warehouse where Google Ads data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Ads metrics Ready to add to your trees.
Quality Score
Paid AdvertisingQuality score is Google Ads' rating of the overall quality and relevance of your keywords, ads, and landing pages. Scored from 1 to 10, it combines expected click-through rate, ad relevance, and landing page experience to influence your ad rank and actual cost per click.
View metricClick-Through Rate
Paid AdvertisingClick-Through Rate = (Clicks / Impressions) x 100
Click-through rate measures the percentage of Google Ads impressions that result in a click. It indicates how relevant and compelling your ads are to the audience seeing them, serving as a primary signal of ad-audience alignment and creative effectiveness.
View metricConversion Rate
Paid AdvertisingConversion Rate = (Conversions / Clicks) x 100
Conversion rate measures the percentage of Google Ads clicks that result in a defined conversion action - such as a purchase, signup, form submission, or phone call. It quantifies how effectively your ads and landing pages turn paid traffic into measurable business outcomes.
View metricCost per Click
Paid AdvertisingCost per Click = Total Ad Spend / Total Clicks
Cost per click measures the average amount paid for each click on a Google Ads advertisement. It reflects the competitive intensity of the keywords and audiences you target, the quality of your ads, and the effectiveness of your bidding strategy.
View metricSearch Term Analysis
Paid AdvertisingSearch term analysis examines the actual search queries that trigger your Google Ads, comparing them against your targeted keywords. It identifies high-performing search terms worth promoting, irrelevant queries worth excluding, and emerging search patterns that reveal new opportunities.
View metricExplore Keyword Performance Analysis across integrations
All Google Ads metrics
Ad Copy Testing AnalysisAd Frequency AnalysisAudience Segmentation AnalysisAverage PositionBid Strategy Performance AnalysisBudget Allocation AnalysisCampaign Attribution AnalysisClick-Through RateCompetitive AnalysisConversion RateCost per AcquisitionCost per ClickCross-Campaign Performance AnalysisCustomer Lifetime Value (Ads)Dayparting AnalysisDevice Performance AnalysisExtension Performance AnalysisGeographic Performance AnalysisImpression Share Lost to BudgetImpression ShareLanding Page Performance AnalysisNegative Keyword AnalysisQuality ScoreReturn on Ad SpendSearch Term AnalysisSeasonal Trend AnalysisEmpower your team to understand and act on Google Ads data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
