Negative keyword list builder
Tell us what you sell and where. We'll suggest searches to block, like job seekers and do-it-yourselfers, in the format Google Ads expects.
What negative keywords do
A negative keyword stops your ad from showing when a search contains it. If you're a plumber, searches like "plumber jobs" or "how to fix a leaking tap" rarely turn into customers, but they can still cost you clicks. Adding "jobs" and "how to" as negative keywords keeps your budget for people who want to hire you.
How to read the list
- jobs (no symbols) is broad match: blocks any search that contains the word.
- "how to" in quotes is phrase match: blocks searches that contain that exact phrase.
- [plumber salary] in brackets is exact match: blocks only that search.
The list never includes words from your own description, so it won't block your main searches. Still, read it first: you know your customers best.
How to add it in Google Ads
- In Google Ads, click Tools, then Shared library, then Exclusion lists.
- On the Negative keyword lists tab, click the plus button, name the list, paste the keywords one per line, and click Save.
- Tick the list, click Apply to campaigns, choose your Search campaigns, and click Apply. A list does nothing until it's applied.
(If you can't find it, search for "negative keyword lists" in the Google Ads search bar.) Google allows up to 20 lists per account, with up to 5,000 keywords each. For more on choosing them, read negative keywords for small business.
Find the searches already wasting money
A starter list blocks the obvious. The free SpendCanary scan looks at the search terms you actually paid for in the last 30 days and points out the ones that don't match your business, with what they cost.