Paid ads · · ether.
Google Ads negative keywords: the first fix in any account
Negative keywords tell Google Ads which searches should never show your ad. Adding them is usually the fastest way to stop paying for clicks that will never become customers, and in most small business accounts it does more in the first month than any bid or creative change. Start with a list of at least 30 at launch, review your search terms report every week, and add new negatives each time you see a search that does not fit.
Where to find negative keywords
Open the search terms report in Google Ads. It shows the real searches that triggered your ads. Anything that could never become a customer is a negative keyword.
A starter list for local service businesses
- Price hunters: free, cheap, discount, coupon
- Job seekers: jobs, careers, hiring, salary, course, training
- Do it yourself: DIY, how to, tutorial, at home
- Wrong audience: terms for services or customer types you do not offer
- Competitor names, unless you plan to bid on them on purpose
Match types matter
A phrase match negative blocks any search containing that phrase. An exact match negative blocks only that exact search. Broad negatives can block more than you intend, so check the list before saving.
How often to review
Weekly in the first three months, then every two weeks. Accounts drift as Google expands matching, so negative keywords are never finished.
Questions
How many negative keywords should I have?
At least 30 at launch for most local businesses, growing every week from the search terms report.
Can negative keywords hurt performance?
Yes, if they block searches that would have converted. Review the list when enquiries drop.
Do you audit negative keywords?
Yes. Our Google Ads audit is C$300 and includes 90 days of search terms.