When it comes to running efficient, high-performing Google Ads campaigns, one of the most overlooked tools is also one of the most powerful: negative keywords. At Blue Sky Advertisement, some of us know that improving performance isn’t always about adding more, it’s often about knowing what to block.
This guide walks us through everything we need to know about negative keywords so we can stop wasting budget and start targeting smarter.
What Are Negative Keywords?
Negative keywords tell Google what you don’t want your ads to show up for. If someone searches a term that includes your negative keyword, your ad won’t appear. This helps you avoid irrelevant traffic and protect your ad budget from unqualified clicks.
For example, if you sell high-end furniture and don’t want clicks from people looking for deals, you might add “cheap” or “free” as negative keywords. That way, your ads won’t show for searches like “cheap modern sofa” or “free dining chairs.”
The negative keywords tab can be found by going to Campaign > Audiences, keywords, and content > Keywords > Negative keywords which is on the right hand side of the “keywords” tab
Negative Keyword Match Types
There are three match types you can use to control how your negative keywords behave:
Broad Match Negative Keywords block searches containing any of the individual words, no matter the order. For instance, a broad match negative for “free” would block “best free deals with shipping included.” If you want to block 2 or more words you have to place the text in-between two quotes ” “. You can block single words like free without the quotes in the negative keyword list
Phrase Match Negative Keywords prevent ads from showing if the full phrase appears in the same order. If you use “cheap plumbing” as a phrase match, your ad won’t show for “best cheap plumbing in LA,” but it might show for “plumbing that isn’t cheap.”
Exact Match Negative Keywords are the most restrictive. They only block ads when the exact keyword is searched, with nothing extra. If your exact match negative is [cheap plumbing], your ad could still show for “cheap plumbing today” or “find cheap plumbing.”
More Advantages to Adding Negative Keywords
The benefits of negative keywords go far beyond simply blocking irrelevant traffic, they sharpen your campaign from every angle.
- They help refine your targeting so you’re reaching people who are actually interested in what you offer, not just loosely related searchers.
- By reducing impressions from unqualified traffic, they often lead to a higher click-through rate (CTR)which directly contributes to a better Quality Score.
- A higher Quality Score usually means a lower cost-per-click (CPC), so you get more visibility for less spend.
- They help protect your ad budget from going toward searches that never convert, giving you more control over where your dollars go.
In short: negative keywords help you trim the fat, boost the signal, and stretch your budget further with smarter targeting.
How to Add Negative Keywords
Adding negative keywords in Google Ads is a pretty straightforward process, but where and how you add them can shape how your campaign performs.
Start by heading to your Google Ads dashboard. From the left-hand menu, go to your campaign, and click into the “Keywords” tab. Here, you’ll find a section for Negative Keywords.
You can add them in three main places:
- Account Level: Blocks unwanted search terms across every campaign.
- Campaign Level: Best for exclusions that apply to just one campaign.
- Ad Group Level: Useful when different ad groups target slightly different intents and need refined exclusions.
The deeper the placement, the more control you have. For broad, universal exclusions, account-level is ideal. For surgical precision, go with ad group-level targeting.
Google also allows you to create reusable Negative Keyword Lists, which you can apply across multiple campaigns. This makes managing exclusions easier, especially when you’re running many ads with similar goals.
Always review performance data before adding keywords. Guesswork is okay when you’re starting out, but real data is where the best negative keywords come from.
Creating Lists of Negative Keywords
As your campaigns scale, manually managing exclusions can get messy fast. That’s why negative keyword lists exist, they keep things tidy and scalable.
Start by creating a dedicated list for common exclusions. These can be broad terms like “free,” “cheap,” or unrelated industries like “jobs” or “training” if you’re not in those spaces. Once built, these lists can be applied across multiple campaigns with a few clicks.
You can also make campaign-specific lists to reflect your goals. A campaign targeting premium services might exclude words like “budget” or “DIY,” while another focused on emergency services might leave those in.
If you’re managing lots of data, tools like Google Ads Editor make it easier to build and apply these lists in bulk. It’s not just about organization, it’s about efficiency and keeping your targeting aligned as campaigns evolve.
Negative keyword lists let you scale your strategy without sacrificing control. The more precise and well-maintained your lists are, the less time you’ll spend chasing down wasted ad spend.
Advanced (Negative) Search Query Mining
Once your campaign is up and running, the real magic starts in the Search Terms Report, that’s where you see exactly what users typed before clicking your ad. This report is pure gold when it comes to identifying which queries are working and which ones are draining your budget.
Keywords Are Not Search Queries
This distinction matters. Keywords are the terms you target in your campaigns. Search queries are the actual words people type into Google. Just because your keyword is “emergency plumbing” doesn’t mean users won’t trigger your ad with searches like “emergency plumbing training course.”
That’s where negative keywords come in. By spotting irrelevant search queries, you can stop showing ads for terms that don’t serve your campaign goals.
Identifying the Right Negative Keyword Opportunities at Scale
Use the Search Terms Report to scan for queries with high impressions and low conversions, or worse, clicks with no follow-through. These are usually signs of mismatched intent.
To dig even deeper, tools like SEMrush, Ahrefs, or SpyFu can help reveal related terms your competitors are triggering and what to avoid.
Pattern spotting is key. If you notice repeated themes in irrelevant queries, build those into your negative lists. Over time, this sharpens your targeting and keeps your ad spend working smarter, not harder.
Going Negative
There’s a time to scale and a time to tighten. When your campaign is leaking budget (lots of impressions with little return) it’s time to go negative.
Review campaigns that have high click-through rates but low conversions. Dig into the queries. Are they attracting curiosity clicks instead of buyer intent? That’s your cue to filter out the noise.
Negative keyword strategies aren’t just for cleanup, they’re for optimization. The more proactive you are in identifying and applying them, the leaner and more profitable your campaigns become.
Don’t wait for waste to stack up. Make “going negative” part of your regular routine.
Are You Wasting Money in Google Ads?
Even with the right targeting, it’s easy to burn through budget on irrelevant clicks. You might be getting impressions, but if they aren’t translating into conversions, something’s off.
Look at your campaigns for signs like:
- High impressions but low CTR
- Lots of clicks with little or no conversions
- Campaigns where bounce rate or time-on-site is unusually poor
These are signals that your ads may be showing to the wrong audience. Negative keywords act like a filter, they keep out the noise and tighten your reach.
When you trim away low-intent traffic, you’re not just saving money—you’re buying room to grow. That space lets your ads reach the right people, improves campaign metrics, and maximizes your return on ad spend.
Refining your targeting with negative keywords is one of the smartest moves you can make if you’re serious about performance and efficiency.
How to Use Negative Keywords in Google Ads
Add Negative Keywords from the Search Terms Report
Use the Search Terms Report to regularly identify keywords that don’t belong. Focus on terms with high impressions but no conversions, or ones that clearly signal low intent. You can quickly add these as negatives from the report interface to cut waste in real time.
Add Negative Keywords from the Dashboard
Inside the “Keywords” tab, head to the “Negative Keywords” section and manually enter terms you’ve identified. You can do this at the ad group, campaign, or account level, depending on how broad your exclusions need to be.
Apply Your Negative Keyword List to a Campaign or Ad Group
Once you’ve built a negative keyword list, don’t let it sit idle. Go into your campaign or ad group settings and apply the list where it’s needed. This gives you central control while still keeping targeting tight across multiple ads.
If your campaigns change seasonally or you’re running promos, revisit and refresh your lists to keep your exclusions relevant.
Best Practices for Negative Keywords
Add Plural and Singular Keywords
Google doesn’t always treat singular and plural forms the same. If “job” is a negative keyword, “jobs” might still trigger your ad. Cover both versions to block the whole category.
Use Symbols with Care
Avoid special characters or punctuation marks in negative keywords. These can lead to misinterpretations or even break the exclusion logic. Stick to plain language for best results.
Experiment with Different Match Types
Don’t just default to broad match. Phrase and exact match negatives can offer tighter control, especially if you’re seeing certain patterns of bad traffic.
Find and Remove Low-Performing Keywords
Set a cadence (weekly or monthly) to review your keywords and flag those that consistently bring in low-quality traffic. These are prime candidates for negative status.
Continuously Monitor and Review
Trends change. New search behaviors emerge. Stay sharp by scheduling regular audits. As your campaign evolves, so should your negative keyword strategy.
Keep Optimizing Your Keyword Lists
The real value of negative keywords shows up over time. Optimization isn’t a one-time task—it’s ongoing. Monitor your search terms, update your lists, and lean into automation tools like scripts and Google Ads rules to streamline the process.
Keep going negative, and keep getting better results.
