What Are Negative Keywords?
Negative keywords are words or phrases you add to your Google Ads campaigns to prevent your ads from showing for irrelevant searches. They're the opposite of regular keywords — instead of telling Google what you want to appear for, they tell Google what you don't want to appear for. (Note: Local Service Ads don't need keyword management — Google handles matching for you. Negative keywords only apply to standard Google Ads.)
If you're a solicitor and someone searches "free legal advice," your negative keyword "free" would stop your ad from showing. For a full breakdown of how solicitors should approach Google Ads, see our Google Ads for solicitors guide. That saves you from paying for a click that was never going to become a paying client.
Why Negative Keywords Are Essential
Without negative keywords, Google's matching algorithms will show your ads for a surprisingly wide range of searches — many of which have nothing to do with your business.
We see this constantly when auditing accounts for wasted spend. A typical small business account without proper negative keywords wastes 20-30% of its budget on clicks from people who were never going to convert.
The Cost of Ignoring Them
Consider a locksmith in Bristol spending £2,000/month on Google Ads. Without negative keywords, roughly £500/month could be going to clicks from searches like:
- "locksmith training courses"
- "how to pick a lock"
- "locksmith salary UK"
- "cheap lock sets Argos"
That's £6,000 per year paying for people who want to become locksmiths, pick their own locks, or buy locks from a retailer. None of them need a locksmith. Cleaning up this waste is one of the fastest ways to lower your cost per lead.
Negative Keyword Match Types Explained
Just like regular keywords, negative keywords have match types. But they work slightly differently, and understanding the differences is crucial.
Negative Broad Match (Default)
When you add a negative keyword without any punctuation, it's treated as broad match. Your ad won't show if the search contains all of the negative keyword terms, in any order.
| Negative Keyword | Will Block | Won't Block |
|---|---|---|
| free advice | "free legal advice," "advice for free" | "free consultation," "legal advice" |
| plumber jobs | "plumber jobs Leeds," "jobs for plumbers" | "plumber near me," "emergency plumber" |
Key point: Negative broad match does NOT block close variants, misspellings, or synonyms. If you add "free" as a negative, it won't block "complimentary."
Negative Phrase Match
Wrap the keyword in quotation marks. Your ad won't show if the search contains the exact phrase in that exact order.
| Negative Keyword | Will Block | Won't Block |
|---|---|---|
| "free advice" | "get free advice online," "free advice UK" | "advice that's free," "free legal consultation" |
| "how to" | "how to fix a tap," "how to find a plumber" | "plumber who knows how to fix boilers" |
Negative Exact Match
Wrap the keyword in square brackets. Your ad won't show only if the search matches the keyword exactly (or very close variants).
| Negative Keyword | Will Block | Won't Block |
|---|---|---|
| [free plumber] | "free plumber" | "free plumber London," "find a free plumber" |
| [plumber jobs] | "plumber jobs" | "plumber jobs near me," "plumber jobs UK" |
Which Match Type Should You Use?
| Situation | Recommended Match Type |
|---|---|
| Blocking a single toxic word (e.g., "free," "jobs") | Negative broad match |
| Blocking a specific phrase but allowing the words individually | Negative phrase match |
| Blocking only one very specific search | Negative exact match |
For most negative keywords, broad match is the safest default. It casts the widest net against irrelevant traffic.
How to Find Negative Keywords
Method 1: Search Term Reports
This is your primary source. Go to Keywords > Search terms in your Google Ads account and review the actual searches triggering your ads.
Look for:
- Searches with completely wrong intent
- Searches that got clicks but zero conversions
- Patterns of irrelevant searches (e.g., multiple job-related terms)
Make this a weekly habit. Spend 15-20 minutes every Monday reviewing the previous week's search terms.
Method 2: Keyword Research Tools
When planning your campaigns, tools like Google's Keyword Planner will show related searches. Note any that are clearly irrelevant — these become your starting negative keywords before the campaign even launches.
Method 3: Common Sense Lists
For every industry, there are predictable categories of irrelevant searches. Start with the universal list below, then add industry-specific terms.
Universal Negative Keywords (Start Here)
These negative keywords are relevant for almost every UK business:
Job seekers: jobs, careers, vacancy, vacancies, hiring, recruitment, apprenticeship, apprenticeships, salary, salaries, wage, wages, interview, CV, resume, indeed, reed, glassdoor, totaljobs
DIY and education: how to, tutorial, DIY, course, courses, training, certification, degree, university, college, BTEC, NVQ, qualification
Free seekers (if you're a paid service): free, freeware, open source, template, templates, sample, samples
Research intent: what is, definition, meaning, examples, essay, dissertation, PDF, Wikipedia, Reddit, forum, Quora
Industry-Specific Negative Keyword Lists
For a worked example of how negative keywords fit into a full campaign, see our Google Ads for roofers guide.
Tradespeople (Plumbers, Electricians, Builders)
| Category | Negative Keywords |
|---|---|
| DIY | parts, spares, tools, B&Q, Screwfix, Toolstation, Wickes |
| Products | buy, purchase, kit, set, wholesale, supplier |
| Education | NVQ, City and Guilds, CSCS, Gas Safe course |
| Insurance | insurance, public liability, indemnity |
Professional Services (Accountants, Solicitors, Consultants)
| Category | Negative Keywords |
|---|---|
| Software | software, app, download, Excel, spreadsheet, template |
| Education | ACCA, CIMA, AAT, LPC, GDL, study, exam |
| Jobs | trainee, intern, paralegal jobs, articled clerk |
| DIY | self-assessment guide, do it yourself, calculator |
Home Services (Cleaners, Gardeners, Pest Control)
| Category | Negative Keywords |
|---|---|
| Products | products, spray, chemicals, traps, Amazon, eBay |
| DIY | homemade, natural remedy, vinegar, baking soda |
| Pets | pet friendly, dog, cat (if irrelevant) |
| Rentals | hire, rental, equipment hire |
Health and Wellness (Dentists, Physios, Clinics)
| Category | Negative Keywords |
|---|---|
| NHS | NHS, free, walk-in, A&E, GP |
| Conditions | symptoms, causes, Wikipedia, WebMD, NHS.uk |
| Education | degree, BSc, MSc, university, UCAS |
| Jobs | nurse jobs, receptionist, dental nurse vacancy |
Organising Negative Keywords: Lists vs Campaign-Level
Google Ads lets you create shared negative keyword lists that apply across multiple campaigns. This is far more efficient than adding negatives to each campaign individually.
When to Use Shared Lists
- Universal negatives: Your "jobs," "DIY," and "free" negatives should be in a shared list applied to all campaigns
- Industry negatives: Create one list per industry vertical if you run campaigns across sectors
When to Use Campaign-Level Negatives
- Campaign-specific conflicts: If you run separate campaigns for "emergency plumbing" and "plumbing installation," you might add "emergency" as a negative in the installation campaign (and vice versa) to keep traffic flowing to the right campaign
Common Negative Keyword Mistakes
Being Too Aggressive
If you add too many negatives, you'll block legitimate traffic. Before adding a negative, ask: "Could any paying customer ever search this?" If yes, don't add it.
Not Reviewing Regularly
Search behaviour changes. New irrelevant terms appear. If you set your negatives once and never revisit them, gaps will open up over time.
Forgetting Close Variants
Remember, negative broad match doesn't block synonyms. If you add "free" as a negative, searches containing "complimentary" or "no charge" will still trigger your ads. Add those separately.
Using Negatives Instead of Fixing Structure
If you're adding dozens of negatives to stop your ads showing for marginally relevant searches, the real problem might be your keyword match types or ad group structure. Fix the root cause rather than papering over it.
Your Negative Keyword Action Plan
- Today: Add the universal negative keyword list above to your account
- This week: Create industry-specific lists using the examples as a starting point
- Every Monday: Spend 15 minutes reviewing search terms and adding new negatives
- Monthly: Review your full negative keyword lists to ensure you haven't accidentally blocked good traffic
Get a Professional Review
Not sure if your negative keywords are doing enough — or doing too much? Request a free SwiftLead audit and we'll review your search term reports, identify wasted spend, and recommend specific negative keywords tailored to your business. No obligation, no pressure — just clear, actionable insights.
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