What is a recommended action when a search term has high spend and low conversions?

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When a search term spends a lot but doesn’t drive conversions, the goal is to stop wasting budget and redirect it to terms that actually perform. Lowering the bid reduces the cost per click, so you’re not paying as much for each impression that isn’t likely to convert. Reallocating budget toward higher-performing terms helps maximize overall performance since more of your spend goes to keywords that have proven they can drive conversions. Adding negative keywords prevents showing for searches that are similar but unlikely to convert, further cutting waste and improving return on ad spend. Together, these steps tune your campaigns toward efficiency and better results. Increasing the bid would likely raise costs without improving conversions, and ignoring the data or continuing as-is would let the inefficiency persist.