How to Add Negative Keywords in Google Ads (And Why They're Crucial for Your Budget)

If you’re running Google Ads without negative keywords, you're almost certainly wasting money.

Negative keywords are one of the most underrated tools in Google Ads. They prevent your ads from showing up for irrelevant searches — saving budget, improving click-through rate, and boosting your return on investment. In short, they help your ads appear only when they should.

In this guide, we’ll break down exactly how to add negative keywords in Google Ads, when to use them, and how to build a negative keyword list that actually works. Whether you're running search campaigns, shopping ads, or broad match targeting, this is a must-read if you care about results.

What Are Negative Keywords and Why Do They Matter?

Negative keywords tell Google what not to show your ads for. When someone types in a search that includes one of your negative keywords, your ad will be blocked from appearing. That means fewer irrelevant clicks and more control over who actually sees your ads.

Let’s say you’re running ads for a luxury watch brand. If someone searches for “cheap watches” and clicks your ad, chances are they won’t convert. That’s wasted budget. By adding cheap as a negative keyword, you stop those low-intent searches from triggering your ad in the first place.

Here’s why they matter:

• Save budget by avoiding clicks from people who will never convert

• Improve quality score by getting more relevant traffic and better click-through rates

• Boost ROI by refining who sees your ad, so you spend only on the right audience

It’s not just about blocking words — it’s about taking control of your spend and making sure your ads are working as hard as they should.

When to Use Negative Keywords

Negative keywords aren’t just for obvious mismatches. They’re useful across all types of campaigns, especially when using broad match or phrase match keywords, which can sometimes show your ad for loosely related searches.

Here are some common scenarios:

• Product confusion: You sell men’s suits, but your ad appears for "swimming suits"

• Freebie hunters: People searching for “free templates” when you sell premium ones

• Job seekers: You’re advertising a service, and your ad shows for “plumber jobs near me”

• Informational searches: You want leads, but Google shows your ad for “how to fix a roof” instead of “roofing companies near me”

Watch your search terms report closely. This shows the actual phrases people typed in before clicking your ad. If something irrelevant keeps popping up, that’s your cue to add it as a negative keyword.

How to Add Negative Keywords in Google Ads (Step-by-Step)

Adding negative keywords in Google Ads is simple once you know where to look. There are two main ways to add them: at the campaign level and at the ad group level.

To Add Negative Keywords to a Campaign:

1. Log in to your Google Ads account

2. Click Campaigns from the left-hand menu

3. Select the campaign you want to work on

4. In the left-hand menu, click Keywords, then Negative keywords

5. Click the + button to add new ones

6. Enter your keywords (one per line)

7. Choose whether to add them at the campaign or ad group level

8. Click Save

To Add Negative Keywords via a Shared List:

This is ideal if you want to use the same negative keywords across multiple campaigns.

1. In the top menu, click Tools & Settings > Shared Library > Negative keyword lists

2. Click the + button to create a new list

3. Name your list and add your negative keywords

4. Save the list

5. Then, under Campaigns, go to the campaign you want to apply the list to

6. Click Keywords > Negative keywords

7. Click Use negative keyword list and apply your saved list

This keeps everything organised and makes bulk edits much easier as your account grows.

Match Types for Negative Keywords

Just like regular keywords, negative keywords have match types. And getting this wrong can lead to either blocking too much — or not enough.

Broad Match Negative

This is the default. Your ad won’t show if the search contains all the words in your negative keyword, in any order.

Example:Negative keyword: cheap flightsBlocked searches: cheap international flights, find cheap flights todayWon’t block: flights that are cheap

Phrase Match Negative (use quotation marks)

Your ad won’t show if the search includes the exact phrase in the same order.

Example:Negative keyword: "cheap flights"Blocked searches: cheap flights today, best cheap flightsWon’t block: find flights that are cheap

Exact Match Negative (use square brackets)

Your ad will only be blocked if the exact search term is typed in.

Example:Negative keyword: [cheap flights]Only blocked if someone searches cheap flights exactly — nothing more, nothing less.

Use broad match to cast a wide net, but when you're targeting very specific exclusions, phrase and exact match are safer bets.

Tips for Building a Solid Negative Keyword List

Negative keywords aren’t a one-and-done job. You should be reviewing and updating them regularly. Here’s how to keep your list sharp:

• Check the Search Terms report weekly: Go to Keywords > Search terms and look for irrelevant searches that led to clicks.

• Group keywords by theme: If you keep getting job-seekers or people looking for free stuff, block terms like jobs, vacancies, free, DIY and so on.

• Use Google’s Keyword Planner: This can help you anticipate irrelevant search terms before they happen.

• Watch for plural vs singular conflicts: If you sell boots but not boot covers, you’ll need to fine-tune accordingly.

• Use industry experience: Think like your customer — what might they search that looks relevant but really isn’t?

Over time, a good negative keyword list will become one of the most valuable tools in your entire account.

Final Thoughts

Negative keywords are like filters for your Google Ads campaigns. They keep the time-wasters out and let the high-intent users in. If you’re spending money on clicks, you want every one of them to count — and that’s exactly what a well-built negative keyword list helps you do.

Adding negative keywords is quick, free, and incredibly effective. It’s one of those small actions that leads to big results.

Start small. Check your search terms, add the obvious ones, and watch your account performance improve within days. The more irrelevant traffic you block, the more budget you have for the clicks that actually matter.