Google Ads Analysis

See what your Google Ads budget is actually paying for.

Clicks and impressions say little about which search queries burn money and which bring customers. Mateq analyzes your campaigns down to the individual search term — and shows the exact data that triggered every finding.

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What is a Google Ads analysis?

A Google Ads analysis shows which campaigns, search terms, budgets, and conversion signals actually contribute to performance — and where to look closer: recurring search queries that never convert, budget sitting in weak campaigns, and numbers you should only trust after checking the tracking behind them.

Why the account view is not enough

A Google Ads account can look tidy at the keyword level and still lose money at the query level. A keyword is what you book. A search term is what you actually paid for. Between the two sits the match type — and that is where wasted spend hides, invisible in standard reports.

One bad search term is noise. It becomes decision-relevant when the same pattern keeps coming back — five recurring informational queries with zero conversions are a finding, not an anecdote. Seeing that requires grouping queries by theme and over time, not scrolling through a raw list.

And before you believe a zero in the conversions column, you need to know whether the tracking behind it works. A campaign with clicks and zero conversions is more often a broken signal than a broken campaign.

What Mateq analyzes in your account

Mateq syncs your campaign data on a recurring schedule — up to twice daily depending on plan — and runs named, deterministic checks against it. Every finding carries the data rows and thresholds that triggered it.

Search terms down to the keyword

Which query was triggered by which keyword with which match type — the foundation for negative keywords and match-type decisions.

Budget & campaign performance

Cost, clicks, conversions, and CPA — or ROAS where conversion values exist — per campaign, ad group, and keyword.

Recurring waste clusters

Zero-conversion queries grouped by theme, with the spend behind them quantified — instead of a raw list to scroll through.

Days & hours

When your budget flows and how performance is distributed across the ad schedule.

Locations

Where your ads perform — including the regions you have already excluded.

Conversion-signal quality

Campaigns with clicks but zero conversions are treated as a tracking finding — before they turn into wrong optimization conclusions.

How the analysis works

1
Connect your account
Connect Google Ads via OAuth — no code, no manual exports.
2
Sync & check
Mateq loads campaigns, keywords, search terms, and segments, then runs its checks. Data freshness is visible at all times.
3
Read findings with evidence
Every finding opens up to show the data behind it: which rows, which thresholds, which date range. You never have to trust a score.
4
From finding to decision
The analysis produces concrete, prioritized recommendations — presented for your review. Nothing is applied without you.

What a finding looks like

Campaign "Consulting Switzerland", 30-day window. Mateq groups recurring zero-conversion queries — one of them:

Illustrative example

Search term: "google ads jobs"
Triggered by: keyword "google ads agency" (broad match)
Cost: CHF 184
Clicks: 41
Conversions: 0

The query is a job search, not purchase intent. The keyword itself is reasonable — it just casts too wide a net.

A possible next step: review employment-related queries as negative keywords. In Mateq, exactly that surfaces as a recommendation — with this data attached as evidence.

Why a single metric rarely makes the decision

A search term with CHF 200 in spend and zero conversions is not automatically bad. The decision also depends on search intent, click volume, the length of your conversion cycle — and on whether the tracking is reliable enough to trust the zero.

That is why Mateq separates one-off outliers from recurring patterns, factors in conversion values where they exist, and checks signal quality alongside the ads data. An analysis that ignores those relationships produces fast but poor to-do lists.

Freshness matters too: accounts move. Mateq shows when data was last synced and analyzed — a two-week-old "insight" can be worse than none.

Analysis is the start, not the deliverable

The purpose of an analysis is the next good decision. In Mateq, findings feed directly into prioritized recommendations with risk labels — from negative keywords and match-type changes to budget decisions. Each recommendation is reviewed and applied individually, and every applied change stays traceable and reversible.

Getting started is free: connect your account, get the analysis, see every finding. Applying recommendations and the deeper AI analysis belong to the paid plans.

Common questions about Google Ads analysis

What belongs in a Google Ads analysis?

At minimum: campaign, ad-group, and keyword performance; the actual search terms including the triggering keyword and match type; budget distribution across time and locations — and a look at the quality of your conversion signals. Skip that last part and you are optimizing toward numbers you cannot trust.

What is the difference between keywords and search terms?

A keyword is the term you bid on. A search term is the actual query that triggered your ad. Depending on match type, the two can be worlds apart: a perfectly sensible keyword can attract plenty of irrelevant queries — and you pay for the queries.

Google Ads audit or Google Ads analysis — which one do I need?

An audit is usually a one-off snapshot; an analysis is a recurring process. Accounts, search behavior, and competition change constantly, so a one-time snapshot ages fast. Mateq syncs and checks on a recurring schedule — up to twice daily depending on plan.

Can I try the analysis for free?

Yes. On the Free plan you connect your account and see every finding of the analysis — no credit card required. Applying recommendations belongs to the paid plans.

See what's inside your account

Connect your account, get the analysis, read findings with evidence — free, no credit card.