On search queries concealed from advertisers in Google Ads reporting

Person: Jyll Saskin Gales
Role: Google Ads coach, consultant and teacher, Jyll Saskin Gales (independent)
Where: Newsletter or blog post, Inside Google Ads podcast with Jyll Saskin Gales - jyll.ca
Published: 29 Oct 2026
Entry added: 29 Oct 2026

Our take Opinion

A Google Ads coach, consultant and teacher (independent) raises how much of the search traffic bought in Google Ads never shows up in the search terms report, and a workaround for estimating what sits in that hidden share. A reader can take from it a way to approximate those concealed searches by exporting organic queries tied to the same landing page from Search Console, sorting for the longest ones, and then reviewing negative keywords, ad copy and page copy against them. It fits teams running broad match or automated bidding toward conversions, where a large share of spend lands on queries nobody on the team has seen. Our view of the limit: organic queries for a page are a proxy rather than the paid searches themselves, so the match is inferred, not shown, and it weakens for pages with little organic traffic or for tightly controlled exact-match accounts.

Written from the text of the post as published, which we do not store. How we write these.

Jyll Saskin Gales, Google Ads coach, consultant and teacher at Jyll Saskin Gales (independent), published this piece on 29 Oct 2026 in Inside Google Ads podcast with Jyll Saskin Gales - jyll.ca under the title Inside Google Ads podcast: Episode 144 - Other search terms. The headline above is our one-line label for what it covers, and the note beside it is our take: what a reader can learn from it, where it applies and where it stops. We do not copy the original's text; read it in full at the source.

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