Negative Keywords in Google Ads: How to Stop Paying for the Wrong Clicks
Quick answer
Negative keywords tell Google Ads which searches should not show your ad. Add them to stop paying for irrelevant clicks, such as people looking for jobs, free versions, DIY tutorials or a different city. Find them in your search terms report, add them at campaign level or in a shared list, and choose the right match type: negative broad blocks searches containing all the words in any order, negative phrase blocks the exact phrase, and negative exact blocks only that exact search.
Every Google Ads account I audit for a Coimbatore business has the same leak: clicks from searches that were never going to become customers. A pump manufacturer paying for "pump mechanic jobs Coimbatore". A dental clinic paying for "dental college admission". Negative keywords are the simplest way to plug those leaks.
What are negative keywords?
A negative keyword is a word or phrase that stops your ad from showing when it appears in someone's search. Google's help page "About negative keywords" explains that adding them lets you exclude search terms from your campaigns so you can focus on keywords that matter to your customers.
They matter more today because broad match and automated campaigns can show your ads for a wide range of related searches. Some of those will be useful. Some will not.
How do negative match types work?
Negative keywords behave differently from normal keywords. They do not include close variants or synonyms automatically, so you may need to add plurals and spellings separately.
| Type | How to write it | Blocks | Does not block |
|---|---|---|---|
| Negative broad | jobs salary | Searches containing both words in any order, e.g. "salary for AC technician jobs" | "AC technician jobs" (salary missing) |
| Negative phrase | "free download" | Searches containing that exact phrase in that order | "download free" (order changed) |
| Negative exact | [cheap shoes] | Only the exact search "cheap shoes" | "cheap running shoes" |
For most small accounts, single-word negative broad keywords (like jobs or free) and a few negative phrases cover most of the waste. Use negative exact when you want to block one specific search without affecting longer, useful ones.
Where do I find negative keywords?
1. The search terms report
This is your best source. In Google Ads, open Insights and reports, then Search terms. It shows the real searches that triggered your ads. Sort by cost or clicks, and look for searches that are clearly not your customer. Tick them and add them as negatives.
2. Your own knowledge
Before you even launch, you know some searches are useless. If you only sell new equipment, "second hand" and "used" are obvious negatives. If you only serve Coimbatore, other city names may be worth blocking.
3. Keyword Planner
When you research keywords, note the ideas that look related but are wrong for you. They are negative candidates.
Where should I add negative keywords?
- Ad group level: to stop one ad group from showing for a search that another ad group should handle.
- Campaign level: for searches you never want in that campaign.
- Negative keyword lists: shared lists you can apply to many campaigns, such as a "jobs and careers" list. This saves time as your account grows.
Starter negative keyword ideas
These are common starting points. Review each one before adding it, because a word that is useless for one business may be valuable for another.
Jobs and careers
jobs, job, vacancy, vacancies, careers, hiring, salary, internship, recruitment, resume, walk in interview
Learning and DIY
how to, tutorial, course, training, syllabus, pdf, diy, yourself, youtube
Free and very cheap
free, free download, sample, template (unless you sell templates)
Research-only searches
meaning, definition, wikipedia, history, images, wallpaper
Wrong product or condition
used, second hand, old, spare parts (if you do not sell them), wholesale (if you only sell retail)
Wrong location
If you serve only Coimbatore and nearby towns, consider blocking other city names that keep appearing in your search terms. Location targeting does most of the work, but people sometimes type a different city while physically in yours.
Examples by business type
| Business | Possible negatives |
|---|---|
| Dental clinic | college, course, BDS, MDS, assistant jobs, dental equipment |
| Interior designer | course, institute, salary, software, images, 3D model free |
| Pump or motor manufacturer | repair jobs, mechanic, spare parts (if not sold), price list pdf |
| Coaching centre | answer key, result, question paper pdf, government job |
| Textile shop | wholesale (if retail only), stitching course, wallpaper, images |
Common mistakes
- Blocking your own customers. Adding "price" as a negative can block "AC service price Coimbatore", a high-intent search. Think before you add.
- Adding negatives that conflict with keywords. A negative that matches your own keyword stops that keyword from showing. Google Ads flags some conflicts; check the list.
- Doing it once. New irrelevant searches appear over time. Review search terms every week when a campaign is new, then at least monthly.
- Forgetting plurals and spellings. "job" and "jobs" are different negatives.
A weekly 15-minute routine
- Open the search terms report for the last seven days.
- Sort by cost.
- Add obvious waste as negatives, at the right level.
- Note good searches you are not targeting yet and add them as keywords.
- Check that calls and forms are tracked, so you can tell good searches from bad ones. Our call tracking guide shows how.
Frequently asked questions
How many negative keywords should I have?
There is no ideal number. Add negatives based on real search terms that waste money. A new account often adds many in the first few weeks, then fewer over time.
Do negative keywords include close variants?
No. Negative keywords do not automatically match close variants such as plurals or misspellings, so add the important variations yourself.
Can negative keywords hurt my campaign?
Yes, if you block searches your customers use. Always check that a negative does not overlap with your own keywords or with high-intent searches before adding it.
Should I add competitor names as negatives?
It depends. If you do not want to bid on competitors, adding their names as negatives keeps your ads off those searches. Some businesses choose to target them instead, which is a separate decision.
Do negative keywords work in Performance Max?
Performance Max has more limited controls than Search campaigns. Check the current options in your account. Our Performance Max vs Search guide covers the trade-offs.
Let us clean up your search terms
Search term reviews are a weekly task in our Google Ads management service, and they matter most for lead generation campaigns, where wasted clicks add up quickly.
Talk to us
If your ads keep showing for job seekers, DIY searches or other cities, we can clean up your search terms and build negative lists that fit your business. See our digital marketing services or contact us. Call +91 84319 21721 or email info@xtrodinry.com.
About the author: Karthik N, Founder of Xtrodinry in Coimbatore and SEO strategist. Connect on LinkedIn · About Xtrodinry
Xtrodinry · 4/175/A, Vijayalakshmi Nagar, Panappatti, Coimbatore, Tamil Nadu 641201 · +91 84319 21721 · info@xtrodinry.com
