Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Search advertising is one of the most effective tools for reaching potential customers with high intent. Appearing at the exact moment someone is searching for what you offer is incredibly powerful. But recent findings show that a lack of transparency in Google Ads could be quietly draining your budget, and small brands are likely paying the highest price.
The Unseen Drain on Performance
An independent analysis of over $20 million in Google Ads spend has uncovered a major issue: hidden search terms. These are user queries that trigger ads but aren’t reported back to advertisers. The performance gap is significant:
- $0.85 in waste per $1 spent on hidden terms
- 52% higher CPCs
- 44% lower CTRs
Despite claims that these terms are excluded due to low volume, there’s minimal structural difference between hidden and visible queries. This suggests the exclusion isn’t just about rarity — it may reflect lower-quality traffic that advertisers cannot assess or control.
Impact on Strategic Execution
When performance data is obscured, campaign optimisation becomes guesswork. Budgets are allocated without clarity. ROI tracking becomes fragmented. And the strategy shifts from precision to reactive adjustments.
Brands operating with tight budgets and narrow margins are particularly vulnerable. Without access to full search term data, they lose the ability to fine-tune bidding, refine targeting, and eliminate inefficiencies. In short, they lose control over performance.
Why Visibility Matters More Than Ever
Transparency in performance data isn’t a bonus feature — it’s the foundation of intelligent strategy. The ability to analyse, test, and refine campaigns depends entirely on access to real, actionable information.
Without it, even the best media plan becomes reactive. Marketers deserve better than hidden inefficiencies. They need data they can trust, tools they can control, and platforms that prioritise outcomes, not just impressions.
