Negative keywords are one of the most important controls available in Google Ads. They prevent ads from appearing for searches that are irrelevant, commercially unsuitable or better handled by another campaign.
A well-managed negative keyword strategy can reduce wasted spend, improve traffic quality and give Google’s bidding systems cleaner conversion data. This has become increasingly important as broad match, AI Max, Dynamic Search Ads, Shopping and Performance Max allow Google to match ads with a wider range of searches.
However, negative keywords must be used carefully. An overly aggressive negative list can block valuable searches, restrict campaign growth and remove queries that would otherwise have converted.
This guide explains how negative keywords work, how their match types differ, where to apply them and how to manage them across Search, Shopping and Performance Max campaigns.
What are negative keywords?
Negative keywords are words or phrases that prevent an ad from appearing for particular searches.
Positive Google Ads keywords tell Google which searches you may want to target. Negative keywords tell Google which searches you do not want to target.
For example, an accountancy firm targeting businesses might bid on keywords such as:
business accountant
limited company accountant
small business accounting services
However, the advertiser may not want enquiries from people looking for employment, qualifications or free software. Its negative keywords could therefore include:
job
jobs
salary
course
qualification
free software
If someone searches for “business accountant jobs”, the negative keyword “jobs” can prevent the advert from appearing.
Negative keywords can be applied across an entire account, to selected campaigns or to an individual ad group. The correct level depends on whether the excluded search is irrelevant to the whole business or only to a particular product, service or campaign.
Why negative keywords matter
Google Ads no longer operates as a simple system in which each keyword matches only closely related searches. Phrase match, broad match, Dynamic Search Ads, AI Max, Shopping and Performance Max can all reach searches that are not explicitly listed as keywords.
This expanded reach can identify valuable new demand, but it can also introduce irrelevant or low-value traffic. Negative keywords provide an essential layer of commercial control.
The principal benefits include:
Reducing spend on searches that cannot produce a suitable customer
Improving the commercial relevance of campaign traffic
Protecting limited budgets from low-value search intent
Separating brand and non-brand traffic
Directing searches towards the most appropriate campaign
Preventing enquiries for products, services or locations you do not offer
Improving the quality of data supplied to automated bidding
Giving advertisers greater control over Shopping and Performance Max search traffic
The purpose is not simply to build the longest possible negative keyword list. The objective is to exclude searches that are demonstrably unsuitable while preserving relevant demand.
Do negative keywords improve Quality Score?
Negative keywords do not directly increase keyword Quality Score, lower cost per click or improve Ad Rank.
Quality Score is a diagnostic measurement based on expected click-through rate, ad relevance and landing page experience. Adding a negative keyword does not automatically change these components.
Nevertheless, negative keywords can indirectly improve campaign performance. Preventing irrelevant impressions and clicks can produce a more relevant mixture of traffic, stronger click-through rates and better conversion rates. This can also help automated bidding learn from cleaner data.
It is therefore more accurate to say that negative keywords improve traffic quality and budget efficiency rather than saying that they automatically increase Quality Score.
How negative keyword match types work
Google Ads supports three negative keyword match types:
Negative broad match
Negative phrase match
Negative exact match
These do not behave in the same way as positive keyword match types.
Negative keywords do not automatically match close variants or broader interpretations. Singulars, plurals, synonyms and alternative spellings may therefore need to be added separately.
For example, adding “job” as a negative keyword does not necessarily exclude “jobs”. If both are unsuitable, include both.
The following examples use “running shoes” as the negative keyword.
| Negative match type | Format | Search blocked | Search may still show |
|---|---|---|---|
| Broad | running shoes | blue shoes for running | running trainers |
| Phrase | “running shoes” | blue running shoes | shoes for running |
| Exact | [running shoes] | running shoes | blue running shoes |
Google provides further examples in its official negative keyword documentation.
Negative broad match
Negative broad match is the default negative match type.
A multi-word negative broad match blocks a search when all the words in the negative keyword appear in the search, even if they appear in a different order.
For example, the negative broad match keyword:
running shoes
Could block:
cheap running shoes
shoes for running
blue shoes suitable for running
It may not block:
running trainers
jogging shoes
running shoe
Negative broad match is useful when every word in a particular combination indicates irrelevant intent. However, it should not be confused with positive broad match. Google does not automatically expand a negative broad keyword to synonyms, related concepts or close variants.
Single-word broad negatives can provide extensive coverage. If “free” is added as a negative broad keyword, searches containing that exact word can be excluded.
Single-word negatives should therefore be used only when the word is unsuitable in every relevant context.
For example, excluding “training” could prevent searches for jobs and courses, but it could also block people searching for a service that includes customer training.
Negative phrase match
Negative phrase match blocks searches containing the complete negative phrase in the same word order. Additional words can appear before or after the phrase.
For example:
“accounting course”
Would block:
free accounting course
accounting course online
best accounting course for beginners
It may still allow:
course in business accounting
accounting evening courses
accountancy course
Negative phrase match is useful when a particular sequence of words indicates an unsuitable meaning, but the individual words may still be relevant in other combinations.
For single-word negative keywords, broad and phrase match usually produce the same practical result. Both block searches containing that word. Negative exact match remains different because it blocks only the standalone search.
Negative exact match
Negative exact match blocks only a search containing the same words in the same order, without additional words.
For example:
[cheap accountant]
Would block:
cheap accountant
It may still allow:
cheap accountant near me
cheap business accountant
affordable accountant
cheapest accountant
Negative exact match provides the narrowest exclusion. It is useful when a specific search has performed poorly, but broader searches containing the same words could still be valuable.
Exact negatives are particularly useful when optimising Shopping, Dynamic Search Ads and broader keyword targeting. They allow an advertiser to remove individual poor-quality queries without blocking an entire area of demand.
Negative keywords do not use close variants
One of the most important differences between positive and negative keywords is that negative keywords do not automatically cover close variants and other expansions.
Depending on the searches appearing in the account, you may need to include:
Singular and plural forms
Different spellings
Abbreviations
Closely related job terms
Product model variations
Alternative word orders
Common misspellings
For example, an advertiser excluding recruitment traffic might need:
job
jobs
career
careers
vacancy
vacancies
salary
salaries
apprenticeship
apprenticeships
Do not add every conceivable variation without evidence. Begin with the variations most likely to appear, then develop the list using real search-term data.
Where negative keywords can be applied
Negative keywords can operate at several levels within Google Ads. Choosing the correct level is as important as choosing the keyword itself.
Account-level negative keywords
Account-level negatives apply across relevant Search and Shopping inventory throughout the account, including applicable inventory within Performance Max campaigns.
These are suitable for terms that are unsuitable for the entire business, regardless of campaign.
Examples might include:
jobs
careers
complaints
free download
wholesale, if the business sells only to consumers
DIY, if the company provides installation only
Google currently permits up to 1,000 account-level negative keywords. Because they can affect multiple campaign types, account-level negatives should be reserved for unquestionably irrelevant terms.
They can be managed under:
Admin → Account settings → Negative keywords
Google explains the scope and current limit in its account-level negative keyword guidance.
Campaign-level negative keywords
Campaign-level negatives apply to every ad group within a particular campaign.
Use them when a search is irrelevant to one campaign but potentially relevant elsewhere in the account.
For example, a commercial landscaping campaign might exclude:
residential
domestic
garden maintenance
lawn mowing
Those terms could remain available to a separate residential garden-services campaign.
Campaign-level negatives are also useful for:
Separating brand from non-brand traffic
Dividing products by category
Separating different geographical services
Excluding services handled by another campaign
Controlling Shopping or Performance Max search traffic
Ad-group-level negative keywords
Ad-group negatives provide the most granular control.
They can prevent one ad group from appearing for searches that should be handled by another ad group in the same campaign.
For example, a plumbing campaign could contain separate ad groups for:
Emergency plumber
Boiler repair
Drain unblocking
Bathroom installation
“Bathroom” might be added as an ad-group negative to the emergency plumbing ad group if those searches require different adverts and a different landing page.
Ad-group negatives can improve relevance, but excessive cross-negation creates complicated accounts that are difficult to maintain. Modern keyword prioritisation and automated bidding mean elaborate traffic-sculpting structures are rarely necessary.
Use ad-group negatives to correct a clear routing problem, not merely to force every search into a rigid structure.
Shared negative keyword lists
Shared lists allow one negative keyword list to be applied to multiple campaigns.
They are useful for reusable themes such as:
Employment and careers
Education and training
Free resources
DIY and information searches
Irrelevant industries
Unsupported locations
Existing brand terms
Business-to-business exclusions
Business-to-consumer exclusions
When a keyword is added to a shared list, it is applied to every campaign using that list. This reduces duplication and makes ongoing management easier. To learn more about the most popular negative keywords, see our guide: “The best negative keyword list“.
How to find negative keywords
The best negative keyword strategy combines proactive research before launch with continuous analysis after the campaign begins.
Start with the business model
Before using keyword tools, establish which searches cannot become suitable customers.
Consider:
Products or services not supplied
Locations not covered
Consumer versus business customers
New versus used products
Purchase versus rental
Premium versus budget positioning
Emergency versus planned services
Online versus in-person delivery
Installation versus DIY
Employment, training and educational intent
Existing customers seeking support
Competitor searches
Informational searches
A term should not be excluded simply because it appears less commercial. Some research-led searches contribute to longer customer journeys. The decision should reflect the campaign objective, budget and sales process.
Use the Search Terms report
The Google Ads Search Terms report is the primary source for negative keyword discovery. It shows searches that triggered ads and provides performance data such as impressions, clicks, cost and conversions.
Review the report at the campaign and ad group level. Sort and filter it using:
Cost
Clicks
Impressions
Conversions
Conversion value
Cost per conversion
Search intent
Campaign and ad group
Keyword and match type
Look for three broad categories.
Clearly irrelevant searches
These cannot produce a suitable customer and can usually be excluded immediately.
Relevant but commercially unsuitable searches
These relate to the subject but do not fit the company’s offer, location, price level or customer type.
Relevant searches with weak performance
These require more caution. A relevant query should not automatically become a negative because it has not converted from a small number of clicks. Consider its cost, sample size, sales quality and role within the customer journey.
Google’s Search Terms report does not expose every individual query. Search terms insights can provide aggregated categories that include searches withheld from the standard report for privacy reasons. Google explains these categories in its search terms insights guidance.
Review lead quality and offline sales
Website conversion data alone may produce misleading negative keyword decisions.
A search can generate form submissions while producing poor-quality leads. Conversely, a more expensive search may generate fewer leads but significantly more qualified opportunities and sales.
Where possible, connect Google Ads with a CRM and import later-stage outcomes such as:
Qualified lead
Sales opportunity
Quotation issued
Closed sale
Customer revenue
Recurring revenue
Negative keyword decisions should be based on commercial outcomes rather than the number of form submissions alone.
This is particularly important for service businesses, where one search may produce a high-value customer while another produces numerous low-quality enquiries.
Use Keyword Planner and search research
Google Keyword Planner can reveal related searches before a campaign launches. Review the suggestions for:
Adjacent services you do not offer
Product categories you do not stock
Employment searches
Training and qualifications
Free tools and templates
Research-only intent
Unsupported locations
Different meanings of the same word
Google Autocomplete and the search results page can also expose alternative meanings and competing interpretations.
Search the principal target keywords manually and review:
Autocomplete suggestions
Related searches
Organic results
Shopping results
Maps results
Advertisers appearing for the same term
If the results show several different interpretations, the keyword may need more precise targeting, stronger negatives or a different campaign structure.
Use frequency analysis
Large Search Terms reports can be difficult to inspect one row at a time. A useful technique is to split the search terms into individual words and count how frequently each word appears.
For each recurring word, calculate or review:
Impressions
Clicks
Cost
Conversions
Conversion value
Qualified leads
Sales
This can reveal patterns that are difficult to see at query level.
For example, the word “course” may appear across 40 different searches and consume significant spend even though no individual search looks important. Adding “course” as a single-word negative could remove the entire unsuitable theme.
Always inspect the original searches before excluding a recurring word. A word may appear in both relevant and irrelevant contexts.
Use AI for negative keyword research
AI tools such as ChatGPT can help develop an initial list of possible negative themes.
Useful prompts include:
List the different meanings and search intents associated with this service
Identify searches made by jobseekers, students and DIY researchers
List adjacent products this business does not sell
Generate singular, plural and spelling variations of these negative keywords
Classify these search terms by commercial intent
Identify terms suggesting the searcher wants a different customer type, location or price level
AI-generated negative keywords should never be uploaded without human review. AI does not understand every commercial exception and may recommend exclusions that remove valuable demand.
Use AI to accelerate research and classification, then validate every exclusion against the company’s offer and real performance data. See our guide to using ChatGPT with Google Ads for additional applications.
Build a practical negative keyword structure
A manageable structure is more valuable than one enormous list.
A typical account might use:
Account-level negatives
Terms that are irrelevant to every campaign and every product.
Shared base list
Common unsuitable themes applied to most Search campaigns.
Brand exclusion list
Brand names and common misspellings applied to non-brand campaigns where separate reporting is required.
Campaign-specific negatives
Products, services, locations or audiences that are unsuitable for one campaign.
Ad-group negatives
A small number of terms required to correct genuine routing problems.
This structure keeps global exclusions centralised while allowing exceptions at the appropriate level.
Negative keywords for Search campaigns
Search campaigns generally require the most active negative keyword management.
Even exact and phrase-match positive keywords can match searches that differ from the keyword. Broad match and AI Max can expand reach further by considering meaning, intent and other contextual signals.
A sensible Search campaign process is:
Build a carefully reviewed launch list.
Check search terms shortly after launch.
Remove obviously irrelevant traffic quickly.
Accumulate enough data before judging relevant searches.
Review lead quality and offline outcomes.
Add new negative themes at the narrowest appropriate level.
Confirm that existing negatives are not restricting growth.
Negative keywords should complement good keyword selection and campaign structure. They cannot compensate for targeting an inherently ambiguous keyword with insufficient budget or unsuitable landing pages.
Negative keywords for Google Shopping
Google Shopping campaigns do not use positive keywords in the same way as Search campaigns. Google matches searches using product-feed information such as:
Product title
Description
Product type
Google product category
Brand
GTIN
Other product attributes
Negative keywords are therefore one of the principal methods for excluding unsuitable Shopping searches.
Use exact negatives when only one specific query is poor. Use phrase or broad negatives when an entire search theme is irrelevant.
For example, a retailer selling new premium office chairs might consider negatives relating to:
Used products
Replacement parts
Repairs
Free products
DIY plans
Rentals
Products not stocked
Before excluding a search, inspect the product feed. Irrelevant Shopping traffic can indicate inaccurate titles, weak product types or missing attributes. Feed optimisation may solve the underlying matching problem more effectively than continually expanding the negative list.
Negative keywords for Performance Max
Performance Max now supports campaign-level negative keywords and negative keyword lists. This replaces the older situation in which advertisers often had to rely on account-level exclusions or contact Google Support.
Campaign-level negatives can be added from the Negative Keywords section by selecting the Performance Max campaign. Google currently permits up to 10,000 negative keywords per Performance Max campaign.
These exclusions apply to Search and Shopping inventory within Performance Max. They do not prevent an advert from appearing across every other Performance Max channel.
The current setup process is covered in Google’s official Performance Max negative keyword documentation.
Performance Max also provides search-term reporting, including associated landing pages and ad formats. Use this data to identify:
Irrelevant searches
Unwanted brand traffic
Incorrect landing pages
Poor product matching
Searches requiring separate Search campaigns
Queries that expose weaknesses in the Merchant Center feed
For brand control, consider whether a Performance Max brand exclusion is more appropriate than a conventional negative keyword. Brand exclusions are specifically designed to manage brand-related traffic and can account for brand URLs and related variations.
Do not exclude your brand automatically. The correct setup depends on whether Performance Max is expected to capture branded demand and how incrementality is being measured.
Negative keywords for Dynamic Search Ads
Dynamic Search Ads use website content or page feeds to identify relevant searches. They can discover valuable long-tail demand, but they can also match pages and searches more broadly than intended.
Use negative keywords alongside:
Negative dynamic ad targets
Page exclusions
Page feeds
URL rules
Suitable landing-page groups
If an unwanted search is caused by Google targeting an irrelevant page, excluding the page or adjusting the website targeting may address the root cause more effectively than adding numerous search negatives.
Exact negatives are useful for removing individual queries. Phrase or broad negatives are appropriate when an entire intent category is unsuitable.
Display and Video exclusions are different
Negative keyword management for Display and Video campaigns should not be treated as an extension of Search campaign management.
Search negatives control the queries people type. Display and Video exclusions primarily influence the content beside which adverts can appear.
For these campaigns, advertisers should also consider:
Placement exclusions
Topic exclusions
Content suitability settings
Inventory types
Excluded content themes
Excluded content keywords
Account-level excluded content keywords apply to YouTube, Display Network and Google video partner inventory. Google currently allows up to 1,000 such content keywords, and these support exact matching.
Because words can have multiple meanings, broad content exclusions can remove more suitable inventory than expected. Placement reports and brand-suitability controls are normally more useful than importing a large Search negative list into Display or Video campaigns.
Google explains the available controls in its content suitability documentation.
Separating brand and non-brand traffic
Many advertisers run dedicated brand campaigns alongside non-brand Search, Shopping or Performance Max campaigns.
A brand negative list can prevent non-brand campaigns from absorbing searches for:
Company name
Website address
Product brands owned by the company
Common brand misspellings
Founder or trading names
Branded product ranges
This separation can improve reporting by distinguishing existing brand demand from new customer acquisition.
However, brand exclusions should serve a clear measurement or bidding objective. They do not prove that a brand campaign created the original demand, and they should not be used to make non-brand performance appear stronger artificially.
For Performance Max, compare conventional brand negatives with the campaign’s dedicated brand-exclusion control before deciding which is more appropriate.
Should you use negatives for traffic sculpting?
Traffic sculpting uses negatives to force particular searches into selected campaigns or ad groups.
Historically, advertisers built extensive cross-negative structures to direct exact, phrase and broad traffic into different campaigns. This was often called keyword funnelling.
Some routing remains useful. For example:
Directing brand searches to a brand campaign
Separating different services
Keeping consumer traffic out of a business campaign
Directing high-value product categories to separate budgets
Preventing geographical overlap
However, excessive sculpting can create conflicts, reduce reach and make accounts difficult to diagnose. Google’s keyword prioritisation rules, close-variant matching and automated bidding mean that the most elaborate historical structures are no longer as predictable or necessary.
Use negatives when there is a demonstrated routing problem. Do not build hundreds of cross-negatives merely to force Google to match every search with one predetermined keyword.
Common negative keyword mistakes
Several mistakes can undermine an otherwise well-built campaign.
Using a generic list without reviewing it
A downloadable list may contain words that are valuable to your business. Every term needs to be checked.
Adding relevant searches too quickly
A relevant search with two clicks and no conversions has not produced enough evidence for exclusion.
Ignoring lead and sales quality
A term producing cheap leads may still generate no revenue. Another producing expensive leads may generate the best customers.
Using too many single-word negatives
Single words can block a large and unexpected range of searches.
Forgetting singulars and plurals
Negative keywords do not automatically cover close variants.
Applying a campaign-specific negative at account level
This can accidentally block a search that is valuable to another campaign.
Treating negatives as a substitute for campaign structure
Poor feed data, overly broad products, weak location settings or irrelevant landing pages should be corrected at source.
Allowing lists to grow indefinitely
Old exclusions may no longer reflect the company’s products, services or locations.
Using low CTR as the only decision criterion
A search can have a lower CTR but still generate profitable sales. Commercial outcome matters more than an isolated engagement metric.
Importing Search negatives into Display or Video
Search intent exclusions and content suitability controls serve different purposes.
A negative keyword optimisation routine
Negative keyword management should be part of a regular Google Ads optimisation routine.
The appropriate frequency depends on spend and search volume, but a practical process is:
For new or recently changed campaigns
Review search terms several times during the first week, particularly where matching is broad or budgets are high.
For established campaigns
Review weekly, fortnightly or monthly according to search volume and account activity.
During each review:
Set an appropriate date range.
Examine search terms by cost and conversion value.
Identify unquestionably irrelevant searches.
Group recurring unsuitable intent.
Compare website conversions with qualified leads and sales.
Select the correct negative match type.
Apply the negative at the narrowest suitable level.
Check for conflicts with target keywords and other campaigns.
Record any material strategic exclusions.
Periodically audit old negatives for terms that should be restored.
Automated rules, scripts and AI can help flag possible negatives, but final exclusions should remain subject to commercial review.
Negative keyword checklist
Before adding a negative keyword, ask:
Is the search definitely irrelevant?
Could it become a suitable customer?
Is there enough performance data?
Have lead quality and sales outcomes been checked?
Is the whole theme unsuitable or only this exact query?
Should the negative be exact, phrase or broad?
Does it belong at account, campaign or ad-group level?
Could the term be valuable in another campaign?
Are singular, plural or spelling variations required?
Is the real issue the keyword, product feed, landing page or campaign structure?
Could a brand exclusion, placement exclusion or page exclusion work better?
Have existing target keywords been checked for conflicts?
If the answer is uncertain, use a narrower match type or collect more evidence before excluding the term.
Conclusion
Negative keywords remain essential to effective Google Ads management, but their role has evolved.
As Google increasingly uses automation and intent-based matching to expand reach, advertisers need a structured way to distinguish valuable discovery from wasted traffic. Negative keywords provide that control across Search, Shopping and the Search and Shopping inventory used by Performance Max.
The strongest strategy combines:
A carefully reviewed base list
Account-level exclusions for universally irrelevant terms
Campaign-specific negatives for different products and audiences
Regular Search Terms report analysis
CRM and offline sales data
Appropriate use of exact, phrase and broad negative match
Periodic audits to remove outdated or excessive exclusions
The aim is not to block as much traffic as possible. It is to exclude the wrong traffic while preserving the searches most likely to generate qualified leads, sales and profitable growth.
Frequently asked questions
What is a negative keyword in Google Ads?
A negative keyword prevents an advert from appearing for searches containing a particular word or phrase, according to the selected negative match type.
What is the best negative keyword match type?
There is no universally best type. Broad negatives are useful for wholly irrelevant themes, phrase negatives exclude specific word sequences, and exact negatives remove individual searches with minimal impact on wider reach.
Do negative keywords include close variants?
No. Negative keywords do not automatically match close variants and other expansions. Singulars, plurals, alternative spellings and related words may need to be added separately.
Can Performance Max campaigns use negative keywords?
Yes. Performance Max now supports campaign-level negative keywords and negative keyword lists. They apply to Search and Shopping inventory within the campaign.
Can negative keywords improve conversion rates?
They can improve the mixture of traffic by excluding unsuitable searches. This may increase conversion rate, but the outcome depends on the accuracy of the exclusions and the quality of the remaining campaign.
How often should negative keywords be reviewed?
High-spend or new campaigns should be checked frequently. Established accounts can usually be reviewed weekly, fortnightly or monthly depending on search volume and the rate of change.
Should every non-converting search become a negative?
No. A search may be relevant but lack sufficient clicks or conversion data. Consider intent, cost, sample size, lead quality and offline sales before excluding it.
Can I use the same negative list for every campaign?
Only universally irrelevant terms should be shared across every campaign. Products, services, audiences and objectives differ, so most accounts also require campaign-specific exclusions.