Google Ads keywords performance focused on measuring cost-efficiency and revenue impact across search terms and ad groups. Covers core KPIs such as cost, impressions, clicks, CTR, CPC, CPM, conversions, conversion value, conversion rate, and cost per conversion, with trend charts and a detailed keyword table to surface winners and waste. Highlights top keywords by clicks and visualizes shifts in impressions, CPC, and CPA over time to guide bid and budget decisions. Excludes Performance Max campaigns.