Unlocking Local Insights: Mastering the Search Terms Report for Adelaide with Google Ads

Digital marketing is a dynamic field where understanding local nuances can make all the difference.

At Codepilot, we pride ourselves on harnessing the power of digital tools to elevate businesses in Adelaide and South Australia.

One such powerful tool is the Search Terms Report in Google Ads, a treasure trove of insights that can significantly impact your marketing strategy.

The Importance of Local Insights in Digital Marketing

When it comes to digital marketing, local insights are akin to secret recipes in a chef’s kitchen—they can turn a good campaign into a legendary one.

By tailoring your strategy to the specific behaviours and preferences of your target audience in Adelaide, you are more likely to create relevant, impactful ads.

Local insights here in South Australia allow us to understand not just what people are searching for, but how they are searching for it.

This understanding helps us optimise keyword selection, ad copy, and overall campaign strategy.

The Search Terms Report in Google Ads is pivotal in uncovering these insights.

What is the Search Terms Report?

The Search Terms Report in Google Ads is a detailed breakdown of the actual search queries that triggered your ads.

Unlike keyword reports that show the keywords you are targeting, the Search Terms Report reveals the exact phrases people typed into Google, offering a peek into the minds of your potential customers.

This report is a gold mine for refining your AdWords strategy.

It helps you identify which search terms are driving traffic and conversions, allowing you to adjust your keyword strategy accordingly.

This is especially useful in a localised context like Adelaide, where search behaviours can differ subtly from other regions.

Why Google Ads is Essential for Adelaide Businesses

Adelaide is a bustling city with a diverse range of businesses, from artisan cafes to tech startups.

Google Ads provides a versatile platform for reaching a wide audience.

By utilising Google Ads, local businesses can ensure they are visible when potential customers in South Australia are searching for relevant products or services.

The benefit of using Google Ads in Adelaide goes beyond mere visibility. The platform allows us to track and measure every aspect of a campaign, providing insights that can be used to optimise performance continually.

With tools like the Search Terms Report, we can tweak our strategies to align perfectly with what locals are searching for.

Setting Up Your Search Terms Report

Before we can leverage the insights from the Search Terms Report, we need to set it up correctly. Here is a step-by-step guide to get you started:

  1. Access Google Ads Dashboard: Log in to your Google Ads account and navigate to the Keywords tab.
  2. View Search Terms: Click on the Search terms button to see the list of queries that triggered your ads.
  3. Filter Results: Use filters to narrow down your search terms based on clicks, impressions, and conversions.

Regularly reviewing and updating this report will ensure that your Google Ads campaigns remain relevant and effective.

Analysing the Search Terms Report

Once you have your Search Terms Report, the next step is to analyse the data. Look for patterns and trends in the queries.

Are there certain phrases that frequently appear?

Are there any surprising queries that you had not considered targeting?

For example, if you run a boutique coffee shop in Adelaide, you might notice a lot of searches for “best coffee in Adelaide CBD”.

This insight allows you to tailor your ad campaigns to capture this specific audience.

Optimising Campaigns Based on Insights

The data from your Search Terms Report is only useful if you act on it.

Here are some practical steps to optimise your Google Ads campaigns:

  1. Add New Keywords: Based on the queries in your report, add new keywords that are relevant to your business.
  2. Negative Keywords: Identify irrelevant or unprofitable search terms and add them as negative keywords to prevent your ads from showing for those searches.
  3. Refine Ad Copy: Use insights from the search terms to refine your ad copy, making it more relevant and engaging for your audience.

Case Study: Success in Adelaide

One of our clients, a local Adelaide gym, saw a dramatic increase in membership sign-ups after leveraging the Search Terms Report.

Initially, their campaigns were broad, targeting generic fitness keywords. By analysing the Search Terms Report, we identified specific queries like boxing classes in Adelaide and HIIT workouts near me.

We then tailored their ads to these specific interests. The result was a 40% increase in clicks and a 25% increase in conversions.

Staying Ahead of the Curve

Digital marketing is not a one-and-done effort; it requires continuous optimisation and adaptability.

The Search Terms Report is a tool that will help you stay ahead of the curve by providing real-time insights into what is working and what is not.

Regularly updating your keywords and ad copy based on fresh data ensures that your campaigns remain effective. It also allows you to anticipate changes in search behaviour, giving you a competitive edge.

Why Codepilot is Your Go-To for Digital Marketing in Adelaide

At Codepilot, we combine local expertise with cutting-edge digital marketing strategies to help Adelaide businesses thrive.

Our in-depth understanding of the South Australian market, coupled with our proficiency in tools like the Search Terms Report, ensures that your Google Ads campaigns are always on point.

We invite you to reach out to us for a consultation. Let us help you unlock the full potential of your digital marketing efforts, making your business a local powerhouse.


Mastering the Search Terms Report is like having a roadmap to your customers’ hearts and minds. By understanding what they are searching for, we at Codepilot can tailor your Google Ads campaigns to meet their needs precisely. Adelaide is a unique market, and with the right insights, your business can achieve remarkable growth.

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