Blog/Google Ads
How to build a Google Ads negative keyword list — and why most accounts skip this.
Negative keywords tell Google which queries should not trigger your ads. A thorough negative keyword list built from your Search Terms report can cut 20-30% of wasted spend in the first month. Most accounts add a handful of obvious negatives at setup and never revisit. Weekly reviews for the first 30 days, then monthly after that — this single habit separates efficient accounts from leaky ones.
Ahmed Ashraf
Founder, Traffiy · April 2026 · Google Premier Partner
“Not adding negatives is like running a store with no door — you're letting everyone in and wondering why your conversion rate is low. Ten minutes a week on Search Terms pays for itself every time.”
— Ahmed Ashraf · $100M+ in budgets managed
20–30%
Wasted spend cut in most accounts with a proper negative keyword audit in the first 30 days
Weekly
Review cadence for the first 30 days of any new campaign — this is when irrelevant queries are highest volume
50+
Negatives to add in the first month across a typical B2B or eCommerce account — most accounts have fewer than 10
The three match types
Negative match types — which one to use.
Broad negative
−free
Any query containing 'free' in any order. Very broad — use with caution as it blocks many variants.
High conflict risk
Phrase negative
−"free trial"
Any query containing 'free trial' as a phrase. Most useful type — blocks a specific intent pattern.
Low conflict risk
Exact negative
−[free trial software]
Only that exact query. Very precise — use for specific branded competitor terms you want to exclude.
Minimal conflict
The Search Terms audit — step by step
Go to Campaigns → Keywords → Search Terms tab
Set date range to last 30 days (or last 7 days for high-volume accounts)
Sort by Cost (descending) — find where spend is highest
Look for queries with high cost, zero conversions — these are immediate negatives
Look for queries with wrong intent (jobs, free, how-to, reviews) — add by category
Select all irrelevant terms → Add as negative keyword → Choose campaign or ad group level
Repeat weekly for first month, monthly after
B2B accounts
Five negative keyword categories every B2B account needs.
| Category | Examples | Match Type |
|---|---|---|
| Free / No cost | free, freeware, no cost, gratis, complimentary | Phrase negative |
| Jobs / Careers | jobs, careers, salary, hiring, internship, vacancy | Phrase negative |
| DIY / How-to | how to, tutorial, DIY, guide, learn, course, certification | Phrase negative |
| Competitor exclusions | Add specific competitor names you can't win against on price | Exact negative |
| Educational | definition, what is, meaning, wikipedia, example | Phrase negative |
eCommerce accounts
Five negative keyword categories every eCommerce account needs.
| Category | Examples | Match Type |
|---|---|---|
| Reviews / Opinions | review, reviews, rating, opinion, is it worth | Phrase negative |
| Price comparison | vs, versus, compare, comparison, alternative, cheaper | Phrase negative |
| Second-hand / Used | used, second hand, secondhand, refurbished, pre-owned | Phrase negative |
| Informational | wikipedia, what is, history of, who invented | Phrase negative |
| DIY / How-to | how to make, how to fix, diy, repair yourself, instructions | Phrase negative |
Conflict warning
Use Keywords → Negative keywords → Conflict diagnostics to check if any negative is blocking a keyword you actually want to bid on. Common conflict: adding "how" as a broad negative blocks "how much does [your service] cost" — a high-intent query. Always use phrase negatives, never broad, for intent-based exclusions.
FAQ
Common questions about negative keywords.
What are negative keywords in Google Ads?+
Negative keywords tell Google which queries should not trigger your ads. Three match types: broad negative (blocks any query containing that word — high conflict risk), phrase negative (blocks queries containing that exact phrase — the most useful type), and exact negative (blocks that specific query only — use for branded competitor exclusions). Most negative keyword work should use phrase negatives.
Where do I find the Search Terms report in Google Ads?+
Go to Campaigns → Keywords → Search Terms (the tab at the top of the keywords view). This shows the actual queries people typed before clicking your ad. Sort by cost descending to find where you're spending the most on irrelevant traffic. Any query spending more than your target CPA with zero conversions should become a negative keyword.
What is a shared negative keyword list?+
A shared negative list is created in Tools → Shared library → Negative keyword lists. You build one master list and apply it to multiple campaigns — so when you add a new negative, it applies everywhere at once. Essential for accounts with 5+ campaigns where manual per-campaign negative management becomes unmanageable.
How often should I review negative keywords?+
Weekly for the first 30 days — this is when the most wasted spend happens as Google learns your account. Monthly reviews are sufficient after that. Trigger an immediate review after any major bid change, match type change, or new campaign launch. These events open up new irrelevant query paths that need to be caught fast.
Can negative keywords accidentally block good traffic?+
Yes — this is called a negative keyword conflict. For example, if you add 'free' as a broad negative to block 'free Google Ads tools', it will also block 'free shipping included with Google Ads setup' if someone searches that. Always use phrase or exact negatives rather than broad negatives to minimise conflict risk. Google Ads has a diagnostic tool under Keywords → Negative keywords → Conflict diagnostics.
Ahmed Ashraf — Founder, Traffiy
10+ years in paid media. $100M+ in budgets managed across Meta, Google, and TikTok. Google Premier Partner — top 3% globally. Every article on this blog is written from direct experience managing real campaigns.
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