200+ Negative Keywords List for Google Ads
Start with 200+ high-impact negative keywords, then expand with our full curated list of 285+ terms to filter irrelevant traffic and improve ROAS.
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%.
Which Negative Keyword Categories Do You Need?
Choose the categories relevant to your business. We've pre-selected common ones, but customize based on your needs.
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
Your Selected Keywords
Categories selected:
First 10 keywords from your selection:
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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.
Complete Negative Keyword List by Category
All 285+ negative keywords organized by category. Select the categories you need using 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
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 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.