Why negative keywords matter more than you think
Negative keywords are your first line of defence against wasted Google Ads spend. They tell Google which searches should never trigger your ads, helping you avoid clicks from people who'll never buy from you.
In our nine years running a marketing agency, we saw countless campaigns bleeding money on irrelevant searches. A plumber showing ads for "plumber salary" searches. A wedding photographer appearing for "free wedding photos". These weren't just minor inefficiencies — they represented 20-40% of total ad spend in some cases.
The four types of negative keywords you need
Job seekers and career searches
Anyone searching for employment isn't looking to buy your services. Add negative keywords like "jobs", "career", "salary", "hiring", "CV", "interview", and "recruitment". Include variations specific to your industry — if you're a digital marketing agency, block "digital marketing jobs" and "marketing manager salary".
DIY and free alternatives
People looking for free solutions or wanting to do things themselves rarely convert into paying customers. Block terms like "free", "DIY", "how to", "tutorial", "guide", "tips", and "course". Be careful here though — some "how to" searches can indicate genuine commercial intent, so analyse your search term reports before blocking too broadly.
Wrong locations
If you only serve specific areas, geographic negative keywords are essential. A Manchester-based accountant should block searches mentioning other cities. Include common misspellings and abbreviations — "Manc", "Mancunian", or even "London" if you're seeing irrelevant traffic from there.
Competitor and brand terms
Blocking competitor brand names prevents you from paying for clicks from people specifically looking for other companies. This is particularly important if your business name is similar to others in your industry. Also block terms like "review", "complaint", "scam", or "problems" when combined with industry terms — these rarely lead to positive outcomes.
Common negative keyword mistakes
Being too aggressive
Over-blocking is just as damaging as under-blocking. We've seen businesses block "cheap" only to miss potential customers looking for affordable options. Always check search volumes and conversion data before adding broad negative keywords.
Ignoring match types
Negative keywords work differently from regular keywords. Exact match negative keywords only block that specific term, whilst broad match blocks variations. If you add "free" as a broad match negative keyword, it'll block "free delivery" and "risk-free guarantee" — potentially missing valuable traffic.
Set-and-forget mentality
Your negative keyword list should evolve with your business. What you blocked six months ago might now be relevant, and new irrelevant terms appear constantly. Regular review is essential.
How to find negative keywords
Search term reports
Google's search term reports show exactly what people typed before clicking your ads. Review these weekly, looking for patterns of irrelevant searches. Pay attention to searches with high click-through rates but zero conversions — these are prime negative keyword candidates.
Think like your worst customers
Consider who you definitely don't want to serve. Students looking for dissertation help when you're a professional research firm. People wanting emergency services when you only work business hours. DIY enthusiasts when you're a premium installation service.
Industry-specific research
Every industry has its own set of problematic search terms. Lawyers might need to block "template", "sample", and "example". Restaurants could block "recipe", "menu prices", and "calories". Fitness trainers should consider blocking "free workout" and "exercise videos".
Setting up negative keyword lists
Google allows you to create negative keyword lists that apply across multiple campaigns. This saves time and ensures consistency. Create themed lists — one for job-related terms, another for DIY searches, and a third for wrong locations.
Start with broader terms and refine based on performance data. It's better to begin conservatively and add more negative keywords as you identify irrelevant traffic patterns.
For businesses just getting started with Google Ads, our audit service includes a comprehensive negative keyword analysis based on your specific industry and location.
When Overtime handles the heavy lifting
Managing negative keywords manually is time-consuming and requires constant attention. Overtime continuously monitors search term reports and automatically adds negative keywords when it identifies irrelevant traffic patterns. This means you're not paying for clicks from job seekers, DIY enthusiasts, or wrong locations whilst you're focused on running your business.
The AI agent learns your business model and customer behaviour, becoming more sophisticated at identifying negative keyword opportunities over time. It's particularly effective at catching industry-specific terms that generic negative keyword lists often miss.
Measuring negative keyword success
Track your campaign's click-through rate, conversion rate, and cost per conversion after implementing negative keywords. You should see improved relevance scores, lower costs, and better-quality traffic. Don't expect immediate dramatic changes — the benefits compound over time as you refine your negative keyword strategy.
Monitor impression volume too. If impressions drop significantly after adding negative keywords, you might have been too aggressive. Conversely, if performance metrics improve without major impression loss, you've found the sweet spot.
The ongoing process
Negative keywords aren't a one-time setup task. They require ongoing attention and refinement. Search behaviour evolves, new irrelevant terms emerge, and your business focus might shift. The most successful Google Ads campaigns treat negative keyword management as an ongoing optimisation process, not a checkbox to tick once and forget.
This is where having an AI agent like Overtime managing your campaigns becomes invaluable — it's constantly monitoring and adjusting your negative keyword lists based on real performance data, ensuring your ad spend goes towards genuinely interested potential customers.