The negative keywords guide every advertiser needs
Negative keywords are the most underused profit lever in Google Ads. They tell Google which searches not to show your ads for — and a disciplined negative keyword strategy is often the difference between a campaign that bleeds money and one that prints leads. Here is how they work and how to use them.
What are negative keywords?
A negative keyword is a word or phrase you add to a campaign to stop your ads from appearing on searches that include it. If you sell new luxury kitchens, adding “cheap,” “DIY,” and “jobs” as negatives keeps you out of searches that will never become customers — and stops you paying for those clicks.
Why negative keywords matter
Without them, broad and phrase match keywords pull in a flood of irrelevant searches. Every irrelevant click is wasted budget and a lower conversion rate. Cutting that waste lowers your cost per lead, improves Quality Score, and frees budget for the searches that actually convert — one of the biggest reasons real Google Ads costs vary so much between accounts.
How negative keywords work: match types
- Negative broad — blocks searches containing all your negative words in any order. The default, and usually the right one.
- Negative phrase — blocks searches containing your exact phrase in order.
- Negative exact — blocks only the exact term, nothing broader.
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Begin a ProjectHow to find negative keywords
The goldmine is your search terms report — the actual queries that triggered your ads. Review it weekly, and add anything irrelevant as a negative. Common negatives for most local businesses include “free,” “cheap,” “DIY,” “jobs,” “salary,” “how to,” and the names of services you do not offer.
Build a negative keyword list
Maintain a shared negative keyword list you can apply across campaigns — it compounds over time. The teams that win at paid search treat this as a weekly habit, not a one-time setup; it is a core part of disciplined PPC management.
Frequently asked questions
What are negative keywords in Google Ads?
Words or phrases you add to stop your ads from showing on searches that include them — a filter that keeps your budget on relevant, high-intent traffic.
How do negative keywords work?
When a search contains your negative keyword, Google excludes your ad from that auction, so you never pay for the click. Match type controls how broadly the exclusion applies.
How often should I update negative keywords?
Weekly is ideal for active campaigns. Review the search terms report, add new irrelevant queries, and your account gets more efficient every week.
What are good negative keywords to start with?
Universal starters include “free,” “cheap,” “DIY,” “jobs,” “salary,” and “how to,” plus any services or products you do not offer.
A clean negative keyword strategy can cut wasted spend dramatically. If you want your account audited for waste, see our Google Ads management or get in touch.
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