Building Negative Keyword Lists in Google Ads

What You Will Learn About Negative Keyword Lists

This page shows you how to build negative keyword lists that scale. Specifically, you will learn how to design shared lists, how to apply them safely, and how to keep discovery alive while you still block obvious waste.

In addition, you will learn a workflow you can repeat weekly. Therefore, your account improves over time instead of drifting.

Why Negative Keywords Matter in Google Ads

Google Ads matching can connect your keywords to a wide range of searches. Because of that, irrelevant queries can slip in even when your targeting looks clean.

Negative keywords close that gap. As a result, you block unwanted searches and you redirect spend toward buyers.

Google explains negative keywords in its negative keyword documentation. However, strong performance comes from consistent list management, not a one-time setup.

Negative Keyword Match Types and How They Behave

Negative Broad Match

Negative broad blocks searches that include all negative terms, even when order changes. Therefore, it blocks many variations, and it can reduce waste fast.

Negative Phrase Match

Negative phrase blocks searches that include the negative phrase in the same order. As a result, it provides focused protection while still allowing variation around the phrase.

Negative Exact Match

Negative exact blocks one specific query pattern. Therefore, it is safer when you want precision and you want to avoid over-blocking.

Because match types behave differently, you should choose them intentionally. Otherwise, you may block useful traffic by accident.

Shared Negative Keyword Lists: Why They Work

Shared negative lists let you apply the same exclusions across many campaigns. Therefore, you protect the whole account with one update, and you reduce repeated work.

Shared lists work best for universal waste. For example, many service businesses want to block:

• Jobs and hiring intent
• DIY and “how to” intent
• Free-only intent and coupon hunting
• Student research and definition searches

Google explains shared list management in the platform help. You can reference shared library guidance for the setup mechanics. Then, you can focus on the strategy.

Build Foundation Lists Before You Scale

You should build foundation lists before you scale campaigns. Because early spend sets expectations, clean traffic at the start keeps confidence high.

List 1: Employment and Careers

Block job seekers early, so budget stays buyer-focused:

• jobs
• hiring
• career
• salary
• internship

List 2: DIY and Education

Block learning intent when you sell services, so clicks stay commercial:

• how to
• tutorial
• DIY
• course
• training

List 3: Free Intent and Non-Buyer Traffic

Block low-quality intent when it does not match your offer. Therefore, you avoid expensive noise:

• free
• cheap
• coupon
• reddit
• pdf

However, each list should match your business model. So, do not copy blindly.

Allow Discovery While You Block Waste

Discovery still matters, especially when you test new themes. However, discovery should not be uncontrolled.

Use guardrails, so learning stays productive:

• Keep shared lists focused on universal waste, not edge cases.
• Use campaign-level negatives for offer-specific exclusions.
• Use ad group negatives to separate close themes and reduce overlap.
• Review search terms weekly, and expand lists slowly.

Because this approach protects learning, you still uncover new buyers. At the same time, you block the worst spend drains.

A Weekly Workflow for Negative Keyword Growth

A simple weekly routine keeps negative keywords effective. Therefore, you do not rely on memory or guesswork.

Step 1: Pull Search Terms by Campaign

Review search terms from the last 7 to 14 days. Then, sort by spend and conversions. As a result, you see waste quickly.

Use the official reporting references in Google Ads help when needed. For example, this resource on shared sets helps you navigate exclusions and library items.

Step 2: Tag Waste vs. Discovery

Label terms as:

• Waste: wrong intent and never valuable
• Discovery: new themes worth testing
• Watch: unclear, needs more data

Step 3: Add Negatives at the Right Level

Add universal waste to shared lists. Next, add offer-specific waste at campaign level. Finally, add separation terms at ad group level. Therefore, you reduce risk while you increase control.

Step 4: Document Changes

Track what you blocked and why. As a result, you avoid repeating mistakes and you can explain changes to stakeholders.

Step 5: Re-check Performance

Look for reduced waste, improved conversion rate, and cleaner search terms. Therefore, you confirm the change helped.

Where to Apply Negatives: Shared, Campaign, or Ad Group

Placement affects risk, so you should choose carefully.

Shared Lists

Use shared lists for universal waste. Therefore, you protect multiple campaigns at once and you reduce repeated edits.

Campaign-Level Negatives

Use campaign negatives to protect offer intent. For example, block “commercial” in a residential-only campaign. As a result, each campaign stays true to its promise.

Ad Group Negatives

Use ad group negatives to keep themes clean. Therefore, similar keywords do not fight each other and ad relevance improves.

Common Negative Keyword Traps to Avoid

These traps reduce performance, even when everything else looks strong:

• Blocking words that also appear in high-intent searches
• Using negative broad match too aggressively
• Adding negatives without reviewing intent patterns
• Applying shared lists to every campaign without checking fit
• Never revisiting old lists after offers change

Always review before adding. Otherwise, you may cut off conversions and blame the platform instead of the filter.

Body Reinforcement: Why Shared Negative Lists Win

Shared negative keyword lists create durable control. Therefore, they support long-term efficiency.

• You block universal waste across campaigns, so spend stays cleaner.
• You protect budgets while scaling, because exclusions follow the growth.
• You reduce manual cleanup work, so teams move faster.
• You keep intent cleaner for Smart Bidding, so optimization signals improve.
• You improve CTR and relevance signals, because ads match searches better.
• You make discovery safer, since guardrails prevent runaway spend.
• You build a repeatable optimization habit, so performance compounds.

Common Questions About Negative Keywords

How many negative keywords do I need?

You need enough to block clear waste. However, quality matters more than quantity, so focus on intent first.

How often should I add negative keywords?

Weekly during active testing. Then, move to biweekly or monthly once stable. Therefore, maintenance stays manageable.

Can negative keywords reduce traffic too much?

Yes, if they are too broad. Because of that, start carefully, review search terms, and expand slowly.

Should I block competitor names?

It depends on your strategy. You can test it, yet you should track results and compare lead quality.

Next Steps: Turn Negatives Into Cleaner Growth

You now have a framework for building negative keyword lists. First, create two or three shared foundation lists. Then apply them to the right campaigns.

Next, return to the keyword strategy cluster so you can connect negatives to match types, ad copy, and Quality Score:

Return to the keyword strategy cluster

Or return to the full hub for the complete Google Ads system:

Return to the Google Ads hub