Running pay-per-click (PPC) campaigns on platforms like Google Ads can be a powerful way to reach your audience. But every click costs money. If the wrong people are clicking on your ads, you’re spending without seeing results. That’s where negative keywords come into play.

Many businesses focus heavily on what keywords to target but overlook the importance of keywords they don’t want triggering their ads. If you’ve never added negative keywords or rarely review them, chances are you’re wasting budget. An experienced digital marketing team can guide you if you’re unsure where to start, helping you make a big impact while saving money.

Let’s take a closer look at how to use negative keywords in a way that keeps your campaigns efficient and your ad spend under control.

What Negative Keywords Actually Do

In simple terms, negative keywords prevent your ads from appearing in searches that don’t match your intent. Say you run a high-end landscaping service and someone types in “cheap lawn care.” Without the word “cheap” on your negative keyword list, your ad might still show. That click costs you—even though the person likely isn’t a good fit for your services.

Negative keywords act as a filter. They help your ads reach only the people who are most likely to convert. When used effectively, they cut down on irrelevant traffic, improve click-through rates, and stretch your budget further.

Know Where to Start

There’s no one-size-fits-all list of negative keywords. It depends on your business, goals, and the type of campaigns you’re running. But there are a few common starting points:

• Irrelevant terms: These are keywords related to your product or service on the surface but not what you actually offer. For example, if you sell new furniture, you probably don’t want to show up for “used furniture.”
• Job seekers: Unless you’re hiring, you’ll want to exclude searches like “jobs,” “careers,” or “internships.”
• Research intent: Searches like “how to,” “what is,” or “examples of” might indicate someone in the early research phase rather than a buyer. Depending on your strategy, those terms may not be worth paying for.
• Competitor names: In some cases, you may not want to show ads for people looking for a specific competitor by name—especially if they’re not likely to switch.
• Free-related terms: If you don’t offer a free version of your product, block out terms like “free,” “no cost,” or “free trial.”

These are just a few categories, but the key is knowing what doesn’t convert and using that insight to refine your targeting.

Use Match Types to Control Scope

When adding negative keywords, match types matter. Google Ads offers three types: broad match, phrase match, and exact match. Each works a little differently.

• Broad match negative keywords will block your ad if the search contains all of the words in any order. It’s the most flexible but can sometimes exclude searches you didn’t mean to block.
• Phrase match prevents your ad from showing if the search contains the exact keyword phrase in the same order, even if it’s part of a longer query.
• Exact match blocks only that exact search term.

Start with phrase or exact match for more control. Broad match is useful for catching a wider net, but it can be tricky without careful monitoring.

Regularly Review Your Search Terms Report

One of the most effective ways to find negative keywords is by reviewing the actual terms people used to trigger your ads. You’ll find this in the Search Terms Report within your Google Ads dashboard.

Look through this report regularly to spot:

• Searches that are off-topic
• Queries that get clicks but don’t convert
• Patterns in how people are finding your ads

When you find terms that aren’t relevant, add them to your negative keyword list. This practice helps you fine-tune your campaigns and minimize wasted spend.

Organize Negative Keywords into Lists

As your campaigns grow, it’s easy to lose track of what negative keywords you’ve added. That’s why it’s a good idea to organize them into lists. Google Ads allows you to create shared negative keyword lists that you can apply to multiple campaigns.

This is especially useful for:

• Blocking the same irrelevant terms across different ad groups
• Managing negative keywords at scale
• Making your account easier to maintain over time

For example, you could have one list for general exclusions like “free” or “cheap,” and another for competitor names. That way, you can apply different filters depending on the goal of each campaign.

Be Careful Not to Go Too Far

It’s easy to get overly aggressive with negative keywords. Blocking too many terms can limit your reach and lower your impressions. This is especially risky if you’re using broad or phrase match types without reviewing the fallout.

Each time you add a new negative keyword, think through how it might affect potential searches. Ask yourself:

• Could this keyword be part of a longer, relevant search?
• Am I blocking something just because it didn’t convert once?
• Is there data supporting the decision?

Negative keywords are powerful, but they require balance. If in doubt, test cautiously or use more specific match types to avoid unintentionally cutting off valuable traffic.

Revisit and Adjust Over Time

Search behavior changes. What works today may not work tomorrow. That’s why negative keywords aren’t a one-time setup. It’s a process.

Make it part of your regular routine to:

• Review your search terms report
• Look at conversion data
• Refine your keyword strategy

As your campaigns evolve, so should your negative keyword lists. This ongoing maintenance helps ensure you’re not paying for clicks that don’t move your business forward.

Conclusion

Getting the most from your ad budget isn’t just about targeting the right people—it’s also about avoiding the wrong ones. Negative keywords help you do that. They fine-tune your campaigns so your ads show up only when it counts.

But like every part of PPC, negative keyword strategy takes time and attention. If it feels like too much to manage or you’re not sure where to begin, working with a digital marketing company can make a big difference. With the right support, you can avoid common missteps, find the gaps in your targeting, and make smarter use of your budget.

If you want to reduce wasted ad spend and bring in more qualified leads, reach out to a team that knows how to build and manage campaigns with precision. A few adjustments now could lead to better performance across the board.