How to Use Negative Keywords to Save Money in Google Ads
- Adrianna B.
- Sep 21
- 2 min read
Running Google Ads without a clear strategy can drain your budget quickly. Many small businesses pay for clicks that never turn into customers. One of the most effective ways to stop wasted spend is by using negative keywords.
Negative keywords prevent your ads from showing on irrelevant searches. By excluding the wrong clicks, you ensure your budget is focused only on people likely to buy.
What Are Negative Keywords?
Negative keywords are search terms you tell Google to block your ads from appearing on. For example, if you run a plumbing company, you want your ad to show up for “emergency plumber El Paso” but not for “plumbing jobs.” Adding “jobs” as a negative keyword ensures you avoid unqualified traffic.
Why They Matter for Small Businesses
Reduce Wasted Spend
Every irrelevant click costs money. Negative keywords cut out wasted clicks, keeping more of your budget available for valuable leads.
Improve Relevance
When ads appear only for the right searches, potential customers see your business as more relevant. This improves both click-through rates and conversions.
Boost ROI
Targeting the right audience with precision means your return on ad spend improves. More qualified clicks equal more sales.
Related: Google Ads management services
How to Build a Negative Keyword List
1. Review Search Term Reports
Google Ads shows you the exact searches that triggered your ads. Regularly review these reports to find irrelevant terms.
2. Think Like a Customer
Consider what searches you want to avoid. For example, a law firm may block “free,” “cheap,” or “DIY” searches.
3. Group Keywords by Theme
Create lists of negative keywords for specific campaigns. For example:
Service-related negatives (free, DIY, cheap)
Industry-related negatives (jobs, training, school)
Irrelevant locations if you serve only one city
4. Update Regularly
Negative keyword management is ongoing. As new searches appear, keep refining your lists.
For more guidance, see Google’s help guide on negative keywords.
Examples of Negative Keywords by Industry
Dentists: “free whitening,” “dental jobs,” “DIY braces”
Roofing companies: “roofing jobs,” “how to replace roof”
Restaurants: “recipes,” “delivery jobs”
Gyms: “free gym equipment,” “fitness jobs”
These small adjustments keep ads focused on qualified customers.
Common Mistakes Businesses Make
Adding too many negatives and blocking valuable traffic
Forgetting to update lists over time
Applying negatives at the wrong level (campaign vs ad group)
Ignoring phrase match or broad match differences
Avoiding these mistakes ensures negative keywords help rather than hurt your campaigns.
Final Word
Negative keywords are one of the simplest but most powerful ways to save money in Google Ads. By filtering out irrelevant clicks, you increase the chances that every dollar spent brings in real customers.
Small businesses that manage negatives consistently see stronger ROI and better results from their ad spend.
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