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Google Ads Negative Keywords: A Step-by-Step Guide
Written byThomas FitzgeraldFounder, Your Digital Team
Paid mediaPublished 1 Oct 2026
Negative keywords tell Google Ads which searches you don't want your ads to appear for. If you fit kitchens but don't sell kitchen units on their own, or you're a solicitor who doesn't handle legal aid, negatives stop you paying for clicks from people you can't help. They're one of the simplest ways to make a small budget go further, but only if you understand how negative match types work, because they behave differently from normal keywords.
This guide covers how negative match types work, where to find searches to exclude, and a routine you can follow every week.
How negative keywords work
When you add a negative keyword, Google won't show your ad for searches that match it, according to the rules of the match type you choose. Google's negative keywords help page sets out the rules. The key points:
Negative match types are stricter than normal keywords
Normal (positive) keywords match searches with a similar meaning, including close variants. Negative keywords don't do that. Google states that you need to add synonyms and singular or plural versions yourself if you want to exclude them. Negatives do account for casing and misspellings automatically.
Negative broad match (the default)
Your ad won't show if the search contains all of the negative keyword's terms, in any order. It may still show if the search contains only some of them.
Example: negative broad match free template
- Blocks: "free website template", "template for free"
- Doesn't block: "website template" (no "free")
Negative phrase match ("quotes")
Your ad won't show if the search contains the exact terms in the same order, even with other words before or after.
Example: negative phrase match "diy kitchen"
- Blocks: "diy kitchen fitting guide"
- Doesn't block: "kitchen diy tips" (different order)
Negative exact match [brackets]
Your ad won't show only if the search is exactly those terms, in that order, with no extra words.
Example: negative exact match [kitchen jobs]
- Blocks: "kitchen jobs"
- Doesn't block: "kitchen jobs near me"
The matching rules for positive keywords are explained separately in Google's keyword matching options page, which also notes that negative match types behave differently.
Where negative keywords come from
1. Before launch: obvious exclusions
Some searches are clearly wrong for almost any service business. Consider them before your campaign starts, but only add those that genuinely don't fit you:
- Jobs and careers: jobs, vacancies, apprenticeship, salary, recruitment
- Learning: course, training, how to, tutorial, qualification
- DIY: diy, yourself
- Free: free (careful: this can block "free quote" searches, which you may want)
- Services you don't offer
2. After launch: the search terms report
This is where the real negatives come from. The search terms report shows searches that triggered your ads, although some low-volume queries are omitted for privacy. It's the most useful place in your account for finding waste.
A weekly routine
Set aside 15 to 30 minutes a week while a campaign is new, then less often as it settles.
Step 1: Open the search terms report for the last 7 to 14 days.
Step 2: Sort by cost so the most expensive irrelevant searches rise to the top.
Step 3: Sort each search into one of three groups:
- Relevant: leave it, and consider adding it as a keyword if it's converting
- Irrelevant: add a negative
- Unsure: leave it for another week and look again with more data
Step 4: Choose the right match type for each negative:
| Situation | Match type to use |
|---|---|
| A single word that always means "wrong customer" (e.g. "jobs" for most service businesses) | Broad or phrase |
| A multi-word phrase that's wrong in that order | Phrase |
| One specific search you want to stop while keeping close variations | Exact |
Step 5: Decide where to add it. At campaign level if it's wrong for that campaign, or in a shared negative keyword list if it's wrong across the whole account.
Step 6: Write down what you added and why. A simple log saves you from undoing your own decisions later.
Worked example (illustrative)
The following is a fictional example for a roofing company running a search campaign.
Search terms seen in a week:
| Search term | Decision | Negative added |
|---|---|---|
| roof repair near me | Relevant | — |
| roofer jobs darlington | Irrelevant | jobs (phrase) |
| how to fix a leaking roof yourself | Irrelevant | "how to" and yourself (phrase) |
| roofing felt b&q | Irrelevant (product, retailer) | "roofing felt" (phrase) and retailer name (phrase) |
| flat roof repair cost | Relevant | — |
| roof tent for car | Irrelevant | "roof tent" (phrase) |
Notice what wasn't excluded: "cost" searches, which may come from people close to hiring.
Mistakes to avoid
- Blocking good traffic by accident. Adding "free" as a broad negative will also block "free quote" searches. Check whether a word can appear in good searches before excluding it.
- Forgetting plurals and synonyms. Excluding "job" won't exclude "jobs". Add both if you mean both.
- Adding negatives that conflict with your keywords. If a negative blocks one of your own keywords, that keyword won't show. Review conflicts after adding large lists.
- Copying generic lists wholesale. Lists of "negative keywords every business should use" often include words that are relevant to you.
- Stopping after the first month. Search behaviour changes. Keep checking.
What negative keywords can and can't do
They can reduce the chance of paying for clearly irrelevant clicks and help your budget go to better searches. They can't guarantee a particular saving or result, because performance also depends on your keywords, bids, ads, landing page and competition. If you're still deciding whether ads are right for you at all, our guide to whether Google Ads are worth it and our explanation of Google Ads costs are good places to start.
Frequently asked questions
How many negative keywords should I have? There's no right number. Add them based on actual search terms, not a target count.
Should I use broad, phrase or exact negatives? Phrase match is a sensible default for most small accounts because it's predictable. Use broad for single words that are always wrong, and exact to block one specific search.
Do negative keywords work in Performance Max? Performance Max handles exclusions differently from Search campaigns, and the options have changed over time. Check Google's current documentation for that campaign type.
How often should I check search terms? Weekly for a new campaign, then every few weeks once it's stable.
Want a second opinion on your account?
We manage PPC campaigns for small businesses and can review your search terms and negative lists. Get in touch if you'd like an honest look.
Sources
- Google Ads Help — About negative keywords
- Google Ads Help — About keyword matching options
- Google Ads Help — About the search terms report
