Negative Keywords in Google Ads: The Complete Guide (2026)

Negative keywords prevent your ads from showing for irrelevant searches. They're one of the most powerful yet underutilized tools in Google Ads. A well-managed negative keyword strategy can reduce wasted spend by 15-25% while improving CTR, Quality Score, and conversion rates.

What Are Negative Keywords?

Negative keywords tell Google which searches should NOT trigger your ads. If you sell premium software, adding 'free' as a negative prevents your ads from showing when someone searches 'free CRM software' — saving you clicks from people who would never pay.

Types of Negative Match

• Negative Broad: Blocks any search containing ALL the negative words (in any order)
• Negative Phrase: Blocks searches containing the exact phrase in order
• Negative Exact: Blocks only the exact search term — most precise exclusion

Where to Find Negative Keywords

Search Terms Report

Your primary source. Go to Keywords > Search Terms to see actual queries triggering your ads. Look for irrelevant queries, informational searches, and competitor names. Review weekly for new campaigns, bi-weekly for established ones.

Proactive negative keyword lists

Don't wait for bad clicks. Build proactive lists before launching:

• Generic exclusions: free, cheap, DIY, how to, what is, tutorial, Wikipedia, Reddit
• Job-related: jobs, salary, career, hiring, intern
• Competitor brands (unless you target them intentionally)
• Unrelated industries sharing similar terms
• Geographic locations you don't serve

Negative Keyword Strategy

1. Build a master negative list before launching any campaign
2. Apply at account level for universal exclusions
3. Apply at campaign level for campaign-specific exclusions
4. Review Search Terms weekly and add new negatives
5. Audit negatives quarterly to remove ones blocking good traffic
6. Share lists across campaigns for consistency

Common Negative Keyword Mistakes