Turn search phrases on or off in Smart campaigns

Search phrases are terms that describe your business and help determine when your ad should appear. You can view your search phrases and their performance in your Smart campaigns dashboard. You can also easily turn off search phrases that don't apply to your business—and turn them on again if you change your mind.

How search phrases work

When you sign up for or create a Smart campaign, you'll be asked to choose products or services that are relevant to your business. Based on the products or services that you choose, we'll add a list of related words or phrases to your ad, known as "search phrases." Now, whenever someone in your targeted area searches for those phrases on Google or Google Maps, ads in your Smart campaign can appear and help attract new customers to your business.

You can't add more search phrases to your ad. But, if some of the assigned search phrases aren't a good fit for your business, you can turn them off by following the instructions below. It may also be helpful to review and update the product or service that you've chosen. The performance of search phrases is analyzed regularly and feedback is gathered to improve the search phrases.


If one of your search phrases is "dentist," your ad could appear when someone searches for dentist or similar terms, such as "dentist’s office."

  • If your search phrases aren’t a good fit for your business, first make sure that the products or services you've chosen is as accurate and relevant to your business as possible.
  • If your products or services are accurate, precise, and relevant to your business, but some of the search phrases don't apply to your business, you can remove a search phrase. You can always add it back later.

How to turn search phrases on or off

  1. Find the campaign to edit.
  2. On the “Keyword themes” card, click See details.
  3. Click the Search phrases tab.
  4. Review and turn off the ones that aren’t relevant for your business.
  5. Click Save.
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