# Google Ads Keyword Performance Analyzer

> Stop guessing which keywords are burning budget. Analyze quality scores, conversion rates, and cost per conversion across your entire keyword portfolio to find the winners and cut the losers.

Source: https://cotera.co/solutions/marketing/google-ads-keyword-performance-analyzer

---

- **Team:** Marketing
- **Tools:** Google Ads
- **Difficulty:** medium
- **Setup time:** 10 min
- **Time saved:** 2-3 hrs/week

## How it works
1. **Fetch Keywords** — Pulls all keywords with quality scores, bids, and performance metrics
2. **Score Analysis** — Segments keywords by quality score tiers and identifies declining trends
3. **Find Waste** — Identifies low-quality keywords draining budget with poor conversions
4. **Surface Winners** — Finds high-converting keywords that deserve more investment

## Example requests
- Analyze all keywords in my account for the last 30 days and flag anything with a quality score below 5
- Which keywords have the highest cost per conversion but the lowest quality scores?
- Find keywords converting well that I should increase bids on to capture more volume

## Prompt

```markdown
## Task

Use @Google Ads/List Keywords to pull all keywords with their performance metrics across your campaigns. Then use @Google Ads/Search with GAQL to retrieve detailed quality score data and conversion metrics. Identify keywords burning budget with poor quality scores and surface high-converting keywords that deserve more investment.

## Input

The user provides their Google Ads client customer ID, the date range to analyze (e.g., "last 30 days"), and optional filters like minimum spend or specific campaigns to focus on.

**Example:** "Analyze all keywords in my Google Ads account 123-456-7890 for the last 30 days. Show me anything with a quality score below 5 that's spending more than $10/day."

## Context

### What to Analyze

**Quality score breakdown:**
- Keywords with quality scores below 5 that are still active
- Landing page experience ratings across the portfolio
- Ad relevance scores and expected CTR ratings
- Quality score trends over time (improving or declining)
- Historical quality score changes that signal emerging problems

**Performance metrics to evaluate:**
- Cost per conversion by keyword
- Conversion rate compared to campaign averages
- Click-through rate relative to position
- Impression share and lost impression share
- Average CPC trends and bid competitiveness
- Search impression share lost to rank vs. budget

**Match type performance:**
- Broad match keywords with high spend and low relevance
- Exact match keywords that could be expanded to phrase match
- Search term reports revealing wasted spend on irrelevant queries
- Negative keyword opportunities from search term data

### Analysis Strategy

1. Pull all keywords with status, quality scores, and performance data
2. Segment keywords by quality score tiers (1-3, 4-6, 7-10)
3. Calculate spend-weighted quality score for overall account health
4. Identify budget waste: low quality score + high spend + low conversions
5. Surface hidden gems: high conversion rate + low bid + room to scale
6. Compare match type performance across the portfolio
7. Flag keywords with declining quality scores over time
8. Generate prioritized action list by potential budget impact

## Output

**Portfolio Overview:**
- Total keywords active, paused, and removed
- Average quality score (spend-weighted)
- Total spend and conversions for the period
- Match type distribution and performance comparison

**Budget Waste Report:**
- Keywords with quality score below 5 and their total spend
- Estimated wasted spend on low-quality keywords
- Recommended actions (pause, improve landing page, rewrite ad)
- Match type changes to reduce irrelevant traffic

**High-Potential Keywords:**
- Keywords with strong conversion rates but limited spend
- Keywords with high quality scores that could handle bid increases
- Suggested bid adjustments with estimated impact
- Expansion opportunities from top-performing exact match terms
```

## Related reading
- [I Used WordStream for Two Years. Here Is Why I Switched](https://cotera.co/articles/wordstream-alternative-google-ads.md)
- [The Best AI Tools for Google Ads in 2026 (Tested by a Media Buyer)](https://cotera.co/articles/best-ai-tools-google-ads.md)
- [We Stopped Optimizing Google Ads at the Campaign Level. Our CPA Dropped 34%](https://cotera.co/articles/google-ads-optimization-tool-guide.md)