ScaleyThe Google Ads Insights Page
What the Insights page shows, how often it updates, where to find it, and which insights a store should read every week.
Written and reviewed by Christopher Krassnig
Published Last checked
The Insights page in Google Ads shows trends and changes for your account: search trends, demand forecasts, search terms insights, budget pacing and why performance moved. Google updates insights daily, and you can switch between the last 7 or 28 days. Find it under Insights and reports in the Campaigns menu.
Also called: Google Ads Insights, search terms insights, demand forecasts
The Insight Types
Google lists these on its help page:
| Insight | What it shows |
|---|---|
| Budget pacing | How campaigns are spending their budgets and what they are projected to spend in a month. |
| Diagnostic | Common reasons a campaign is not serving or not getting conversions, like paused ad groups or low Ad Strength. |
| Search trends | Search volume for products and services relevant to your business. |
| Demand forecasts | Predicted upcoming search demand, so you can prepare. |
| Search terms insights | Search terms your ads appeared on in the past 28 days, grouped into categories, with key metrics. |
| Audience insights | The traits of the people and segments that make up your conversions. |
| Target pacing | How performance paces against your Target CPA or Target ROAS. |
| Performance insights | Big changes in performance, with explanations of the root causes. |
How Insights Work
Google says insights are "curated for your business based on your account performance and searches across Google for the products and services you show ads for." They "update daily".
Find them: in your Google Ads account, click Campaigns, open Insights and reports, then click Insights. Use the dropdown in the top right to switch between the last 7 days and the last 28 days.
Not every account gets every insight. Google says insights "won't always be generated for every account and campaign at all times", for example when there is not enough data.
The Insights a Store Should Read
Three are worth a weekly look. Search terms insights show the themes people use to find you, which is faster than reading thousands of raw search terms. Demand forecasts help you plan stock and budget before a busy season. Performance insights explain a sudden drop, so you look in the right place first.
Insights are linked to Google's recommendations. Read the reason before you accept one. A recommendation that raises spend is not always one that raises profit, which is why our optimization score answer is worth a read too.
Example: A Garden Store Plans Spring
Made-up numbers, to show the method. In February a garden store opens Insights and sees a demand forecast for rising searches for raised garden beds over the next few weeks.
It checks stock, raises the budget on its raised bed campaign a little ahead of the rise, and makes sure its best-selling beds are in the feed with sharp titles.
In search terms insights it sees a growing group of "cedar raised bed" searches. It adds those as phrase match keywords.
Common Mistakes
Treating insights as orders
Insights show trends. Whether to act depends on your margin and stock, which Google does not see.
Accepting every linked recommendation
Read the reason first. More traffic is not always more profit.
Expecting insights on a tiny account
Google only generates some insights when there is enough data.
Questions People Ask
Click Campaigns, open Insights and reports in the section menu, then click Insights.
Google's Own Pages We Quoted
Every rule, limit and size on this page comes from these pages, read on 8 October 2026. Google changes them, so check the page itself before you act.
Where to Go Next
- What Is Google Ads Optimization Score?Why a recommendation is not the same as a profit.
- What Is PPC Reporting?Which reports to read, and how often.
- Google Ads Optimization Checklist12 checks in order, so insights turn into fixes.
- Google Ads Competitor Analysis: Find Competitor Keywords and AdsGo from trends to the rivals behind them.
Ask Where Your Ad Money Went
Connect read-only in under five minutes. Ask which search terms and products lost money last month. Not ready to connect? The two-minute quiz scores you with no Google Ads login.
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