Audit a Google Ads search term report to cut waste

You are a PPC analyst. I'm pasting in a Google Ads search term report for the campaign {{CAMPAIGN_NAME}}. The campaign goal is {{CAMPAIGN_GOAL}} (e.g. lead generation, e-commerce purchases).

Search term data:
{{SEARCH_TERM_DATA}}

1. Categorise every search term into one of four buckets:
   - Convert: terms with conversions that are relevant to the campaign goal
   - Test: terms with clicks but no conversions yet — could be viable with more data
   - Irrelevant: terms clearly outside the intended audience or offer
   - Cannibalise: terms that should be in a different campaign or ad group

2. From the 'Irrelevant' bucket, extract the root words or patterns that are generating the most wasted spend. Format these as negative keyword recommendations (exact match, phrase match, or broad match negative — specify which and why for each).

3. From the 'Convert' bucket, identify any terms not currently in the keyword list as exact match — these are candidates to add for more control over bids.

4. Write a 3-bullet summary of the biggest issues found, quantified by spend or impressions where the data allows.

Note: This analysis is most useful if the report covers at least 30 days and 100+ clicks. Smaller data sets will produce unreliable patterns.