Guide

Negative keywords in Google Ads.

Negative keywords are a budget protection system. Used well, they remove irrelevant searches. Used carelessly, they can block the exact traffic a campaign needs.

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Start with search terms

Search terms show what people actually typed before clicking or seeing an ad. That makes them the best source for negative keyword decisions.

Classify intent

Before excluding a term, decide whether it is informational, irrelevant, too broad, competitor-driven, job-seeker traffic, or a poor fit for the offer.

Avoid blocking good queries

Broad negatives can remove useful searches. Review match type, placement, and campaign context before applying them.

Workflow

Negative keyword review loop

Pull search terms on a regular cadence.

Classify waste and risk for each candidate.

Apply only the negatives that protect spend without hurting intent.

FAQ

Questions operators ask.

How often should search terms be reviewed?

High-spend or new campaigns should be reviewed frequently. Mature low-spend campaigns can use a lighter cadence, but monthly reviews are often too slow for active tests.

Should every irrelevant search become a negative keyword?

No. Some searches are one-off noise. Prioritize recurring terms, costly terms, and patterns that clearly do not match the offer.

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