How to Use Negative Keywords in Google Ads (and Avoid Wasted Spend)

If you’ve been running Google Ads for any amount of time, you’ve probably had that moment where you look at your search terms report and think: “Wait a second—why did my ad show up for that?” It’s one of the most common frustrations marketers face, and it can be a costly one. That’s where knowing how to use negative keywords (and sticking to negative keyword best practices) comes in.

Let’s walk through how to put negative keywords to work in your campaigns so you’re not paying for wasted clicks and can stay laser-focused on the right traffic. If you’re unsure what a negative keyword is, click here for a resource that goes further into what a negative keyword is and why they are important. 

Start With Your Search Terms Report

One of the easiest ways to discover which negative keywords you need is by digging into your search terms report. This little goldmine shows you the exact phrases people typed into Google before clicking your ad. You’ll often spot searches that are related to your keywords but totally irrelevant to your offer.

Maybe you’re selling high-end running shoes, but your ads are showing up for “free running shoes giveaway.” That’s a clear sign you should add “free” as a negative keyword. By consistently reviewing your search terms report, you’ll build a smarter, leaner campaign that avoids low-quality clicks.

Focus on Search Intent When Adding Negative Keywords

Using negative keywords isn’t just about removing obvious mismatches. It’s also about filtering out traffic that doesn’t have the right intent. As marketers, we know that not every search is created equal. Someone searching “cheap shoes” probably isn’t an ideal customer if you sell high-end designer shoes.

By adding terms like “cheap,” “free,” “template,” or other intent-revealing words as negatives, you’re protecting your budget from being eaten up by people who aren’t ready—or aren’t a fit—for what you offer.

Negative Keyword Match Types and Why They Matter

Just like with regular keywords, negative keywords use match types. This is where negative keyword best practices really come into play. If you only use broad match negatives, you might block too many searches. If you only use exact match negatives, you might not block enough.

For example, if you add “running shoes” as an exact match negative, your ad will only be blocked when someone types that exact phrase. But if you use a phrase match negative, your ad won’t show for anything containing “running shoes,” like “cheap running shoes” or “kids running shoes.” Broad match negatives cast an even wider net.

The best approach is to mix and match depending on how tightly you need to control your traffic. This flexibility helps you avoid being overly restrictive while still filtering out the noise.

Campaign-Level vs. Ad Group-Level Negatives

Here’s a mistake a lot of marketers make: adding every negative keyword at the campaign level. Sure, that’s convenient, but it can actually hold back ads that would benefit from more freedom.

Think of it this way—maybe one ad group is promoting your premium service, while another is focused on an entry-level offer. The negatives you’d want for those audiences aren’t necessarily the same. By applying negative keywords at the ad group level when appropriate, you keep things precise and avoid over-blocking.

That said, some terms are universal no-gos (like “free” if you never offer free products). Those make sense at the campaign level. The trick is being intentional about where you place each negative keyword.

Use a Shared Negative Keyword Life for Efficiency

If you’re running multiple campaigns, one of the smartest moves is to create a shared negative keyword list in Google Ads. Instead of manually adding the same words over and over to every campaign, you can build a central list and apply it across the board.

This isn’t just a time-saver. It also keeps your account clean and consistent. Every marketer knows how messy accounts can get over time, especially if multiple people are managing them. A shared list is one of those small process tweaks that pays off in the long run.

Make Negative Keywords Part of Ongoing Optimization

Here’s the thing about negative keywords, you can’t just set them once and forget about them. Search behavior changes, trends shift, and the way people type into Google evolves constantly.

That’s why one of the most important negative keyword best practices is making it part of your routine. Review your search terms report regularly, update your lists, and keep an eye out for any surprises. Think of it as ongoing campaign hygiene. The marketers who win in Google Ads aren’t the ones who set things up and walk away—they’re the ones who constantly refine and optimize.

Don’t Go Overboard With Negative Keywords

It’s tempting to keep adding negative keywords until your campaign feels airtight. But be careful. You can block too much. When that happens, your ads might lose valuable impressions and miss out on traffic that could have converted.

A good rule of thumb is to ask yourself, “Would someone using this search phrase ever buy from me?” If the answer is no, it’s probably safe to add it as a negative. If the answer is “maybe,” you might want to leave it in and test. Data will tell you whether to cut it later.

Key Takeaways for Mastering Negative Keywords in Google Ads

Negative keywords are one of the simplest tools in Google Ads, but they’re also one of the most powerful. Learning how to use negative keywords effectively helps you spend smarter, improve your click-through rates, and attract the kind of traffic that actually converts.

The best part? Once you make negative keyword management a habit, you’ll notice your campaigns running smoother, your reports making more sense, and your ROI looking a whole lot healthier.

If you’re serious about optimizing your ads, don’t treat negative keywords as an afterthought. Make them a central part of your strategy, and watch how much more efficient your campaigns become.