Google only shows ads on about 20% of queries. One of the company's most closely guarded secrets - which search terms make the most money - was revealed during the company’s antitrust trial this week. While the list only shows data for a week in September 2018, it's the first time anything like this has been revealed before. The top 20 queries from that list are available in the article. The top three queries by revenue were ‘iPhone 8’, ‘iPhone 8 Plus’, and ‘auto insurance’.