A match-type review after an account change asks whether the search terms reaching the ads still fit the offer. Do not assume a keyword label describes every matched query. Review the search terms, new negatives and conversion quality together.
How to make the decision
Use the following sequence for a UAE English-language business. Keep a copy of the inputs and the reason for each decision so a later reviewer can reproduce it. The right answer depends on the actual offer, audience and data available; the example is a planning exercise, not a claimed Megvi client outcome.
| Step | What to do |
|---|---|
| Document the change | Record date, old and new keyword or campaign settings, affected markets and the reason for the change. Note concurrent edits to bidding, ads or landing pages. |
| Compare term patterns | Review terms before and after with sufficient time for conversion lag. Group them by qualified service intent, research intent, competitor intent and irrelevant intent. |
| Inspect outcomes | Look at cost and qualified enquiries for the groups, not just clicks. A broader match can be valuable if it finds new relevant demand; a cheaper click can still waste sales time. |
| Act proportionately | Add negatives for clear mismatches, improve the landing page for valid new needs, and tighten targeting if poor-fit terms dominate. Record each decision. |
Worked example
Illustrative review: after a keyword change, “ecommerce website agency Dubai” remains relevant, “free ecommerce website template” enters the term report, and “store migration quote” becomes a useful new query. Exclude the free-template intent from the lead campaign and create a migration ad/landing test rather than blocking both new patterns.
Where this approach can fail
Search-term reports may not show every individual query, and changes in seasonality or tracking can confuse a before/after read. Use the visible terms as a sample, not a complete transcript of all searches.
Review checklist
Save the search-term export, time window, spend, lead-quality notes, negatives and landing decisions. Recheck after the next meaningful volume of qualified conversions.
Ask an owner to confirm the inputs and assumptions before using this method to change a live campaign, customer record or product recommendation. Keep the original version of any measurement or creative asset so the next review can separate what changed from what only appears to have changed.
What to do next
If new terms include rival brands, decide their role using How to Handle Competitor Queries in a Search Strategy. If you need help applying the method to a live account or store, explore Megvi’s Google Ads service and bring the current page, campaign or data flow plus the result you want to improve.
Reference: Google Ads: search terms report (checked 21 October 2026). The worked example above is editorial and should be verified against the current platform or product setup.
Ahmed Elneil
https://megvidigital.comAhmed Elneil is a certified digital marketer and entrepreneur with over 5 years of experience helping brands grow through Search Engine Optimization (SEO), paid advertising, and CRM automation.