Bid Up the Search Terms That Actually Bring Leads
Keyword performance ranks the search terms (utm_term) behind your leads and sorts each one by intent with plain, visible rules: brand, competitor, problem or urgent, and generic. It answers “what were people searching for when they became leads, and which terms deserve more budget?”
Published · Updated
/keywordsPaid media, revenue and journeys
What were people searching for before they became leads?
It depends on whether you're looking at search terms or ads. To rank the search terms behind your leads and sort them by intent (brand, competitor, urgent or generic), Keyword performance is the report to run. Type /keywords to get it. To compare ad variants, use Ad creative performance. For leads from ChatGPT and other assistants, Leads from AI assistants fits better. To model a budget shift, pick the Budget simulator.
What it is: Keyword performance is a search-term report from the free UTM Grabber Reports skill for PPC managers that ranks the terms behind your leads by intent and shows which ones deserve more budget.
What this report answers
Built for: PPC managers working in Google Ads and Microsoft Ads.
What's in the report
Why You Can Trust What It Tells You
Brand and competitor terms sorted
A term counts as brand when it contains your name, domain stem or brand words, and as competitor when it names a competitor you list.
Urgent searches stand out
Terms with words such as emergency, near me, today, fix, cost, price or quote count as problem or urgent searches.
Negatives backed by real spend
The report suggests a negative keyword only when your ad account shows spend on a term with no leads.
Ask your AI
Type the shortcut, or ask in your own words. Your AI pulls your leads through your UTM Grabber connection and builds the report.
You ask: /keywordsWhich keywords bring us leads?
Used UTM Grabber, Google Ads and Meta Ads
check_site_health· UTM Grabberlist_forms· UTM Grabberget_entries· UTM Grabber· 1,120 leadsget_campaign_spend· Google Ads· $18.8K spendget_campaign_spend· Meta Ads· $9,100 spend
Claude answers: Problem or urgent searches brought 52% of 382 keyword leads. "northwind dental" was the top term with 61 leads.
/keywords- “Which keywords bring us leads?”
- “How much of our search traffic is brand searches?”
- “Which search terms should we add as negatives?”
What it uses
UTM GrabberRequiredYour leads, with the search term (utm_term)Report designs need Claude, Codex or Cursor.
Keyword performanceWhich plan do you need?
This report works on every plan, starting with the free plugin.
On Free and Starter your AI reads only your last 30 days, so a 30-day report leaves out the change against the period before. Starter+ and Premium add it.
| Plan | What your AI reads |
|---|---|
| Free pluginThis report | Your last 30 days, with a fair-use allowance |
| Starter | Your last 30 days, with first touch and more click IDs |
| Starter+ or Premium | Your full history, unmetered |
See it in 4 looks
Same numbers, same story, 4 designs. View the sample full screen, or download it as a PDF or editable PowerPoint slides.
Questions about this report
How do I get keywords into my leads?
Add utm_term={keyword} to your Google Ads or Microsoft Ads tracking template. UTM Grabber saves the term with each lead. Without it, you get a short version that explains the template.
Will it mark competitor searches?
Only if you tell it who your competitors are. Without a list, no term is marked competitor, and the chart says so.
Does it say a term converts better?
Not without spend data. It ranks terms by leads, and only adds cost per lead and negatives when your ad account is connected.
Related reports
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Get This Report on
Your Own Leads.
Connect UTM Grabber to Claude, ChatGPT, Codex or Cursor with the AI Connector (MCP), add the free Reports skill, then type /keywords. Or just describe what you need.
Every plan can connect. The report designs need an AI app that supports skills: Claude, Codex or Cursor.
This sample is real output from the UTM Grabber Reports skill v2.0, built on sample data for Northwind Dental, a fictional dental practice. Once you set it up, every report uses your own brand colors and logo. Google Ads, Meta, Google Analytics and CRM connectors come from each platform or a third party, not from UTM Grabber. You add them to the same AI chat.