Negative Keywords
Negative Keywords are keywords you DON'T want your ads to show for. If someone searches a negative keyword, your ad won't appear. For example, a plumber serving Denver might add 'remote' or 'online' as negative keywords to avoid wasting money on people looking for virtual help.
Why it matters for your business
Negative keywords save you money. By blocking irrelevant searches, you reduce wasted clicks and keep your CPL low. They're especially important for local service businesses (block people outside your service area) and high-ticket services (block tire-kickers).
In practice
A lawyer specializing in divorce adds negative keywords: '-free', '-pro-bono', '-DIY'. This blocks searches like 'free divorce help' or 'DIY divorce forms' — people unlikely to hire a lawyer. Only high-intent searches remain.
Common questions
How do I find good negative keywords?
Review your search terms report in Google Ads. You'll see what people actually searched when your ad showed. Add irrelevant ones as negatives.
Can I over-use negative keywords?
Yes. If you're too aggressive, you might block some good searches. Start conservative, test, and refine over time.
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