What Are Negative Key Words On Google Ads?

If you’re running Google Ads and wondering why you’re getting clicks that never convert into customers, negative keywords may be the missing piece. Negative keywords are one of the most powerful and most overlooked tools in Google Ads. They help advertisers stop wasting money on irrelevant searches and improve the quality of their traffic. In this guide, we’ll break down what negative keywords are, why they matter, and how to use them effectively.

What Are Negative Keywords?

Negative keywords are words or phrases you add to your Google Ads campaigns to prevent your ads from showing for certain searches.

In simple terms, they tell Google:

“Do NOT show my ad when someone searches for these terms.”

For example, imagine you own a luxury furniture store. You probably don’t want your ads showing for searches like:

• “cheap furniture”

• “free couch”

• “used dining table”

By adding words like “cheap,” “free,” and “used” as negative keywords, you can avoid paying for clicks from people who are unlikely to buy.

Why Negative Keywords Matter

Many advertisers focus heavily on targeting the right keywords, but filtering out the wrong searches is equally important.

Using negative keywords can help you:

1. Reduce Wasted Ad Spend

Every irrelevant click costs money. Negative keywords prevent your ads from appearing for searches that don’t match your business goals.

2. Improve Click-Through Rate (CTR)

When your ads appear for more relevant searches, users are more likely to click.

3. Increase Conversion Rates

Better traffic usually means more leads, sales, and conversions.

4. Improve Return on Ad Spend (ROAS)

By focusing your budget on high-intent searches, your campaigns become more profitable.

Examples of Negative Keywords

Here are some common examples businesses use:

Ecommerce Stores

• free

• cheap

• used

• Amazon

• Walmart

Service Businesses

• jobs

• careers

• salary

• training

• DIY

SaaS Companies

• template

• open source

• tutorial

• student

Local Businesses

A local plumber may want to exclude:

• “DIY plumbing”

• “plumbing classes”

• “plumber salary”

These searches show research intent rather than customer intent.

Types of Negative Keyword Match Types

Google Ads offers three main negative keyword match types.

Negative Broad Match

Your ad won’t show if the search contains all the negative keyword terms.

Example negative keyword: running shoes

Blocked searches:

• best running shoes

• blue shoes for running

Negative Phrase Match

Your ad won’t show if the search contains the exact phrase in the same order.

Example negative keyword: "running shoes"

Blocked:

• cheap running shoes

Not blocked:

• shoes for running

Negative Exact Match

Your ad won’t show only for the exact search query.

Example negative keyword:[running shoes]

Blocked:

• running shoes

Not blocked:

• best running shoes

How to Find Negative Keywords

One of the best ways to discover negative keywords is through the Search Terms Report inside Google Ads.

This report shows the actual searches people typed before clicking your ads.

Look for:

• irrelevant searches

• low-intent queries

• competitor terms

• informational searches

• unrelated products or services

If a keyword consistently gets clicks without conversions, it may be a good candidate for a negative keyword.

Common Negative Keyword Mistakes

Adding Too Many Negative Keywords

Be careful not to block searches that could still convert.

For example, excluding the word “cheap” may accidentally block users searching for:

• “affordable web design”

• “cheap but quality furniture”

Not Reviewing Search Terms Regularly

Search behavior changes constantly. Negative keyword management should be ongoing.

Using Only Broad Match Negatives

Broad negatives can sometimes block more traffic than intended. Use phrase and exact match strategically.

Best Practices for Negative Keywords

Here are a few proven tips:

• Review search terms weekly

• Build industry-specific negative keyword lists

• Use account-level negative keywords when possible

• Separate informational and transactional intent

• Monitor conversion data before excluding terms

Final Thoughts

Negative keywords are one of the easiest ways to improve Google Ads performance without increasing your budget.

By filtering out irrelevant traffic, you can:

• spend less,

• attract better leads,

• and improve campaign profitability.

Whether you’re running ecommerce ads, local service campaigns, or B2B lead generation, a strong negative keyword strategy can make a major difference.

If your campaigns are getting clicks but not conversions, reviewing your negative keywords is a great place to start.