Google Ads · Negative keywords
A good negative keyword list blocks job seekers, DIYers and bargain hunters before they cost you money. Here is how to build one and keep it current.
Start with a list before launch
Review search terms every week
Never block words that bring leads
Tell us what you need and we’ll get back to you. Or book a free 30-minute call. Or call 954-539-5678.
A negative keywords list is a set of words and phrases you tell Google Ads not to show your ads for. Build one before you launch with the obvious waste (jobs, salary, free, DIY, courses), save it as a shared list and apply it to every relevant campaign. Then review the search terms report every week and add new negatives as real searches come in.
Use the right negative match type for each entry, add plurals and synonyms yourself, and check that no negative blocks searches that bring you leads. The starter lists below give you a head start by industry.
Negative keywords follow different rules from regular keywords. According to Google Ads Help, as of 2026:
The default. Your ad will not show if the search contains all your negative terms, in any order. Negative broad “repair manual” blocks “manual for furnace repair”.
Written in quotes. Blocks searches containing the terms in the same order, with or without other words. “running shoes” blocks “blue running shoes” but not “shoes running”.
Written in brackets. Blocks only the exact search, with no extra words. does not block “blue running shoes”.
The key difference from regular keywords: negatives do not include close variants. If you exclude “job”, add “jobs” too, and add synonyms yourself. Google says negatives already account for casing and misspellings.
Display and video campaigns treat negatives differently: they exclude topics rather than exact searches, so a list built for Search will not behave the same way there.
Fifteen minutes a week keeps most accounts clean. New accounts and broad match campaigns need more attention in the first month.
These work for most service businesses. Add each as phrase match and include plurals.
Be careful with free. It blocks waste like “free software”, but it also blocks “free estimate” and “free consultation”, which often convert well. Use negative exact for specific free searches instead.
Book a free 30-minute call. We review your Google Ads account, search terms and negatives and tell you what we would change first. No obligation. Pick a time.
parts, part number, manual, diagram, code, inspector, license exam, rental, used, home depot, lowes, amazon, recall, warranty claim (if you do not do warranty work).
law school, paralegal, bar exam, forms, template, pro bono (unless you offer it), legal aid, statute text, case law, court records, lawsuit news.
school, assistant, hygienist jobs, CE credits, symptoms definition, medicaid office, board exam, salary, residency, coding.
open source, crack, download, certification, comptia, course, exam dumps, salary, help desk jobs, intern, personal laptop, gaming.
These are starting points, not rules. A law firm that offers free consultations should not block “free”; a contractor who sells parts should not block “parts”. Check every entry against what you actually sell.
This example is illustrative. A residential electrician bids on “electrician”, “electrical repair” and “panel upgrade” in phrase and broad match. After 30 days the search terms report shows, among the useful searches:
Notice what was not added: “emergency electrician”, “electrician cost” and “same day electrician”. Those cost more per click but bring calls. Negatives remove waste; they should never remove buyers. If a term is borderline, leave it for another week and check conversions before deciding.
Note every negative you add, the date and the reason, in a simple shared sheet or in the list’s own naming. When leads drop suddenly, the first question is often “what did we exclude last week?”, and a change log answers it in seconds. It also helps when a new person or agency takes over the account, because they can see why each exclusion exists instead of guessing, and can safely remove the ones that no longer apply when you add a new service.
JLB USA has done marketing for growing businesses for more than 15 years. Our Google Ads management is adjusted weekly, and search terms and negatives are part of that every week. If you are budgeting a new campaign, start with our guide to what Google Ads costs, or read SEO vs PPC to compare channels.
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A saved set of negative keywords in Google Ads that you can apply to several campaigns at once, so you manage common exclusions in one place.
No. Unlike regular keywords, negatives do not match close variants, so you need to add plurals and synonyms yourself. Google says casing and misspellings are handled automatically.
Review the search terms report at least weekly, more often in the first month of a new campaign or when using broad match.
Usually not as phrase or broad match, because it blocks searches like “free estimate” and “free consultation” that often convert. Block specific free searches with exact match instead.
Yes. As of 2026, Performance Max supports campaign-level negative keywords and shared negative keyword lists.
