Promote
Account: Pebble & Paw, Search campaign 'Generic' report, last 30 days to 2026-10-27. Conversion action: quote form submit. Thresholds: promote at 2 or more conversions; negative at $120.00 or more cost with 0 conversions. Target CPA: $60.00.
| Row | Search term | Ad group | Matched keyword | Clicks | Cost | Conv | CPA | Add as | Why |
|---|---|---|---|---|---|---|---|---|---|
| T1 | pet insurance for older dogs | Dogs | dog insurance (broad) | 48 | $210.00 | 5 | $42.00 | exact, Dogs | 5 conversions; not yet a keyword in Dogs. Exact match fits because the term is one specific intent. |
| T5 | cat insurance quote | Cats | cat insurance (phrase) | 30 | $140.00 | 3 | $46.67 | exact, Cats | 3 conversions; not yet a keyword in Cats. |
| T8 | pet insurance for puppies | Dogs | dog insurance (broad) | 26 | $150.00 | 2 | $75.00 | exact, Dogs | 2 conversions; Dogs has 'puppy insurance' (exact), which is a different string, so this is new. Its CPA of $75.00 is above your $60.00 target, so watch it after adding. |
Google prioritizes an exact match keyword that is identical to the search term over other keywords, so each term will serve from the ad group named.
Negative candidates
| Row | Search term | Ad group | Cost | Conv | Negative | Match | Blocks |
|---|---|---|---|---|---|---|---|
| T3 | pet insurance jobs | Generic | $130.00 | 0 | jobs | phrase | queries containing "jobs" |
Negative keywords don't match close variants, so "jobs" will not block "job". Add "job" (phrase) as well if you want both. The existing negative "vet jobs" (phrase) did not block T3, because T3 doesn't contain "vet jobs".
Watch list
| Row | Search term | Cost | Conv | Reason |
|---|---|---|---|---|
| T2 | cheap pet insurance | $380.00 | 1 | Below the promote threshold (1 of 2). Its CPA of $380.00 is far above target, but it has 1 conversion, so it doesn't meet the negative rule (0 conversions). Your call. |
| T4 | does pet insurance cover dental | $95.00 | 0 | Under the $120.00 negative threshold. Question style intent; see whether a coverage page fits. |
| T6 | free pet insurance | $70.00 | 0 | Under the $120.00 threshold. |
| T7 | pebble and paw login | $20.00 | 0 | Under the threshold. A navigational brand search; you may want a brand campaign rule rather than a negative. |
Conflicts checked
- The negative "jobs" (phrase) was tested against the 3 promoted terms (T1, T5, T8) and the current keywords (dog insurance, puppy insurance, cat insurance, pet insurance). None contains "jobs", so there are no conflicts.
- The optional "job" (phrase) negative gave the same result: no conflicts.
Totals
- Promote: 3 terms, cost $210.00 + $140.00 + $150.00 = $500.00, conversions 5 + 3 + 2 = 10.
- Negative: 1 term, cost $130.00. This is the cost the negative would have covered in this period, not a promised saving.
- Watch: 4 terms, cost $380.00 + $95.00 + $70.00 + $20.00 = $565.00.
- Check: 3 + 1 + 4 = 8 terms, and $500.00 + $130.00 + $565.00 = $1,195.00, which equals the sum of all 8 rows.
- The search terms report leaves out low volume terms for privacy, so these totals are less than the campaign's total cost.
Needs your decision
- Approve the 3 exact match keywords and the "jobs" phrase negative (plus "job" if wanted) before anything is added to the account.
- Decide what to do with T2 'cheap pet insurance'.