If you’re running Google Ads and getting clicks—but not the right kind—you might be missing one of the most important (but often overlooked) tools: negative keywords to improve google ads.
Negative keywords help you block irrelevant traffic, protect your budget, and ensure your ads reach the right people at the right time.
In this article, you’ll learn what negative keywords are, why they’re essential, and how to use them effectively to increase conversions and lower your cost per lead.
What Are Negative Keywords?
Negative keywords are words or phrases you add to your Google Ads campaigns to prevent your ads from showing when those terms are part of a user’s search.
They act as filters—telling Google:
“Do NOT show my ad when someone includes this in their search.”
Example:
If you’re advertising paid guitar lessons, and someone searches for “free guitar lessons,” your ad could show up—unless you’ve added “free” as a negative keyword.
Why Negative Keywords Matter
- Prevent wasted clicks from unqualified traffic
- Lower your cost per click (CPC)
- Improve your click-through rate (CTR)
- Boost your Quality Score
- Increase return on ad spend (ROAS)
They’re especially important when using broad match or phrase match keywords, where Google may show your ad to a wide range of queries.
Types of Negative Keywords
| Match Type | How It Works |
|---|---|
| Broad Match | Blocks searches containing the term in any order |
| Phrase Match | Blocks searches containing the exact phrase in the same order |
| Exact Match | Blocks searches that match exactly |
For most beginner use cases, phrase match works well.
Common Categories for Negative Keywords
Here are keywords you should often exclude—especially for lead generation:
🚫 Free
- free
- no cost
- zero budget
🚫 Jobs or Careers
- jobs
- hiring
- careers
- salary
🚫 Research / Learning
- how to
- tutorial
- what is
- example
🚫 DIY / Templates
- template
- sample
- do it yourself
- guide
🚫 Locations (if irrelevant)
- cities or countries you don’t serve
🚫 Competitors (optional)
- brand names you don’t want to compete with
How to Add Negative Keywords in Google Ads
Step 1: Go to Your Campaign or Ad Group
You can add negative keywords at the account, campaign, or ad group level.
Step 2: Click on “Negative Keywords”
Found under the Keywords section in the left menu.
Step 3: Add Your Terms
You can add manually or paste a list.
Tip: Create a reusable Negative Keyword List and apply it to multiple campaigns.
How to Find Negative Keyword Ideas
1. Search Terms Report
Go to Keywords > Search Terms
You’ll see the actual queries that triggered your ads.
Look for:
- Irrelevant searches
- Low-intent or unrelated terms
- Repeated patterns
Add these as negative keywords directly from the report.
2. Google Keyword Planner
Use it to research common related searches—some may be bad matches.
3. Ask Your Client or Team
They may know terms that should definitely be excluded (e.g., competitor names, services they don’t offer).
Best Practices for Using Negative Keywords
✅ Review search terms weekly—especially in the first month
✅ Use lists to stay organized
✅ Be careful not to block too many terms and restrict volume
✅ Combine with exact match targeting for better control
✅ Update your list when launching new campaigns
Real-World Example: Local Cleaning Business
Goal: Book residential cleanings in a specific city
Good keywords:
- house cleaning service near me
- deep cleaning in Chicago
Negative keywords to add:
- “free”
- “DIY”
- “template”
- “commercial” (if not offering it)
- other city names
Result: Fewer wasted clicks and more qualified leads.
Final Thoughts
Negative keywords are like a shield for your Google Ads budget. They help you protect your spend, focus your targeting, and get better results—without spending more.
If you’re managing campaigns, build the habit of reviewing and refining your negative keywords weekly. It’s a small effort with big payoffs.
I specialize in Meta Ads, Google Ads, sales funnels, and client strategy—sharing everything I’ve learned through hands-on experience and real campaign results. Whether you’re just getting started or looking to grow as a traffic manager, this blog is here to guide you with practical tips and clear strategies.
Let’s grow together—one campaign at a time.