Negative Keywords That Are Burning Your Google Ads Budget
A practical negative keyword list for local trades and how to review your search terms report every week.
In this article
Without negative keywords, you're paying for "jobs," "salary," "DIY," "free," and student searches. Negatives are the filter that protects your cost per lead.
Common negatives (trades)
- jobs, hiring, salary, career, resume
- free, DIY, how to, tutorial
- cheap (if you don't compete on price)
- course, certification, school
- parts only / wholesale (if you don't sell those)
How to set them up
Do it at both the account and campaign level.
- 01
1. Shared negative keyword list
One account-level list for your trade + service area.
- 02
2. Apply it to Search campaigns
Don't forget new campaigns.
- 03
3. Review search terms
Add irrelevant ones as exact or phrase match negatives.
- 04
4. Separate brand vs. generic
Go easy on aggressive negatives in brand campaigns.
- 05
5. Document it
Note why you excluded each term so nobody re-adds it later.
Mistakes
- A negative so broad it blocks good customers.
- Never reviewing search terms.
- Copying lists from another country or language without adapting them.
“Every irrelevant click is a phone call that never came.”
Key takeaways
- Use a shared negative keyword list.
- Review search terms weekly.
- Tailor it to your trade and service area.
We'll review your search terms and account structure with you.
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