The Negative Keyword List for Google Ads: 200+ Core Terms, 285+ Total
Start with 200+ high-impact negative keywords, then expand with our full curated list of 285+ terms, organised by category, to filter irrelevant traffic and improve ROAS. Copy and paste straight into Google Ads, no signup.
What are negative keywords in Google Ads?
Negative keywords are terms you add to your Google Ads campaigns to prevent your ads from showing for irrelevant searches. They stop you from paying for clicks from people who will never convert — like job seekers, students, or people looking for free alternatives. A well-maintained negative keyword list typically reduces wasted ad spend by 15-30%.
How to Use These Negative Keywords
Add at Account Level
Create a negative keyword list in your Google Ads account and apply it to all campaigns for account-wide protection.
Review Your Search Terms
Check your search terms report weekly and add any irrelevant queries as negatives. This list is a starting point.
Use Phrase Match
Consider using phrase match for multi-word negatives to catch more variations while avoiding over-blocking.
Customize for Your Business
Add industry-specific negatives, competitor names you don't want to target, and locations outside your service area.
Negative Keyword Examples by Category
All 285+ negative keywords organised by category, including universal terms every account should add, B2B filters, and competitor and location exclusions. Select the categories you need with the tool above, or browse the full reference below.
Jobs & Careers
Recommended32 keywordsExclude job seekers looking for employment rather than your products/services
Free & Cheap Seekers
Recommended31 keywordsFilter out users looking for free or very cheap options
DIY & How-To
Recommended31 keywordsExclude people looking to do it themselves rather than hire
Research & Information
30 keywordsFilter out people researching but not ready to buy
Education & Academic
28 keywordsExclude students and academic researchers
Competitor Brands
18 keywordsCommon competitor-related terms (add your specific competitors)
Irrelevant Locations
5 keywordsLocations outside your service area (customize for your business)
Negative Intent
Recommended32 keywordsUsers with complaints or negative experiences
B2B Filters
22 keywordsFor B2C businesses - exclude B2B terms (or vice versa for B2B)
Software & Tools
20 keywordsExclude software-related searches when selling services
Adult & Explicit
Recommended13 keywordsPrevent ads showing for adult content searches
Customer Support
23 keywordsFilter out existing customers looking for support rather than new sales
Negative Keyword List FAQ
What is a negative keyword list?
A negative keyword list is a saved set of terms you exclude across Google Ads campaigns so your ads do not show for irrelevant searches. You create it once in Shared Library, then apply it to every campaign so the same exclusions protect your whole account.
How many negative keywords should I start with in Google Ads?
Most accounts can start with 200+ core negatives covering jobs, free intent, DIY terms, and irrelevant support searches. Expand from there using weekly search-term reviews.
What are the most common (universal) negative keywords every account should add?
Universal negatives that fit almost any account include job and career terms (jobs, salary, hiring), free and cheap intent (free, cheap, discount), DIY and how-to terms, and research intent (what is, examples, meaning). The Recommended categories in the list above are a safe universal starting set.
Do you have a B2B negative keyword list?
Yes. The B2B Filters category covers consumer and low-intent terms that waste B2B budget, such as personal-use, student, and free-tier searches. Combine it with the universal categories for a strong B2B baseline.
How many negative keywords can I add in Google Ads?
Google Ads allows up to 20 negative keyword lists per account, with up to 5,000 keywords in each list, so capacity is rarely the constraint. Focus on relevance and avoid over-blocking high-intent variants you still want to reach.
What match type should I use for negative keywords?
Start with phrase match for broad protection and use exact match where precision is critical. Avoid over-blocking high-intent variants you still want to capture.
How often should I update my negative keyword list?
Review and update your list weekly in active accounts, and at least monthly in low-volume campaigns. Fast iteration usually reduces wasted spend faster than bid changes alone.
Need Help Optimizing Your Google Ads?
Negative keywords are just the start. Get a full account review to find all the opportunities to reduce wasted spend and improve performance.