Google Ads Negative Keywords: The Setting Most Accounts Are Missing

A negative keyword tells Google Ads which searches to exclude your ad from — and it’s the single most commonly missing setting in small business ad accounts we review. Without them, a plumber bidding on “geyser repair” can end up paying for clicks from people searching “geyser repair course” or “diy geyser repair,” neither of whom will ever become a customer.

How much this actually costs

Irrelevant clicks aren’t free just because they don’t convert — you pay per click regardless. On a modest budget, a handful of irrelevant search terms slipping through unchecked can quietly consume 15–20% of total spend over a few months, with zero chance of ever producing a lead.

Where to find what’s leaking budget

Inside Google Ads, the Search Terms report (under Insights and reports) shows every actual search that triggered your ad. Reviewing this monthly and adding obviously irrelevant terms as negatives is one of the highest-value, lowest-effort habits a small account can build.

Common negative keywords worth adding early

“Free,” “jobs,” “course,” “DIY,” and “how to” catch a large share of irrelevant traffic across most industries — people researching or looking for employment, not looking to hire or buy. Add your competitors’ brand names as negatives too, unless you’re deliberately running a competitor-targeting campaign, since accidental competitor traffic rarely converts well.

The honest limitation

Negative keywords need ongoing maintenance, not a one-time setup — new irrelevant search terms appear as your ads reach new audiences over time. Budget fifteen minutes a month to review the search terms report and this stays under control.

If you’re not sure your account is set up properly, our paid advertising team offers a straightforward account audit that flags exactly where budget is leaking.