Negative keywords: stop wasting money on Google Ads

Three key takeaways

1. 01

   The search terms report is the most important thing to check every week.

2. 02

   Block job seekers, DIY researchers and bargain hunters you can't serve.

3. 03

   Negatives let you use broader keywords without paying for the wrong clicks.

How to do it Step by step.

1. 1

   Start with a basic list

   Before launch, add common negatives for your business: jobs, salary, course, training, free, DIY, second hand, and competitors' names if you don't want them.

2. 2

   Download search terms weekly

   In Google Ads, open the search terms report: what people actually typed before clicking your ad.

3. 3

   Sort by intent

   Keep "help me now" searches like "AC repair near me now". Block research or job searches like "AC technician jobs".

4. 4

   Add negatives at the right level

   Add them to the campaign or a shared negative list so they apply everywhere they should.

5. 5

   Let AI help, then check

   Paste the report into Claude and ask it to group terms by intent and suggest negatives. Review before adding.

Common mistakes and what to do instead.

• AvoidBroad words with no negatives

  InsteadBuild a negative keyword list first

• AvoidChecking search terms once

  InsteadReview them every week

• AvoidBlocking too widely

  InsteadCheck a negative won't block real buyers

Frequently asked questions