In September 2020, Google Ads began limiting search terms reporting for queries that did not meet a threshold of significance, citing privacy. Advertisers quickly noticed that some paid search spend became harder to inspect at the individual query level.

For SMBs, this change mattered because search terms reports had long been a key optimization tool. They helped advertisers find waste, add negative keywords and understand how real people searched before clicking an ad.

Less visibility meant tighter structure

When query data becomes less complete, account structure, match type discipline, negative keyword strategy and conversion tracking become more important. Advertisers need enough control to avoid waste and enough data quality to guide automation.

Burns’ perspective is that the change made PPC management more strategic. “If you cannot see every query, you need stronger guardrails. The campaign has to be built around clear intent, clean negatives and conversions that reflect real business value.”

What SMBs should have strengthened

• Negative keywords: Build and maintain shared lists for obvious waste.
• Intent grouping: Keep ad groups aligned around clear customer needs.
• Conversion quality: Optimize toward leads or sales that matter.
• Landing pages: Make pages specific enough to handle broader matching.

Brand Fuel Digital’s View

The search terms report change was another step toward privacy and automation changing paid search. SMBs can still succeed, but campaigns need better structure and stronger measurement.

Sources: Search Engine Land on Google Ads limiting search terms reporting and Google Ads community note on September 2020 search terms reporting.