Google Ads Negative Keyword List (200+ Words)

Overview

What are negative keywords in Google Ads?

Negative keywords are search terms you tell Google Ads to exclude from triggering your ads. They prevent your ads from showing when someone searches for something irrelevant to your business. Without negative keywords, a law firm bidding on “personal injury lawyer” could show ads to someone searching “personal injury lawyer salary” or “how to become a personal injury lawyer.” Neither of those searchers will ever become a client.

Negative keyword: A word or phrase added to a Google Ads campaign that prevents your ad from showing when that term appears in a search query.

WordStream’s 2024 analysis of 2,000+ Google Ads accounts found that the average account wastes 76% of its budget on search terms that never convert. Most of that waste is preventable with a well-maintained negative keyword list. The lists below are built from our analysis of search term reports across 200+ client accounts at ScaleGrowth.Digital since 2022.

How we selected these negative keywords

Every negative keyword in this list meets two criteria: (1) it appeared in real search term reports across multiple accounts, and (2) it consistently produced clicks with zero conversions. We organized them by intent category so you can apply the ones relevant to your business and skip the rest. These aren’t theoretical. They’re from real money wasted on real accounts.

Universal

What universal negative keywords should every account have?

These 50+ negative keywords apply to virtually every Google Ads account regardless of industry. They filter out job seekers, freebie hunters, students, and other non-buyer intent. Add these to your account-level negative keyword list on day one.

Job Seeker Terms (13 keywords)

People searching for jobs, not your products or services. These terms generate high click volumes with zero commercial intent.

#	Negative Keyword	Match Type	Why
1	jobs	Phrase	Job seekers, not buyers
2	careers	Phrase	Employment searchers
3	salary	Phrase	Compensation research
4	hiring	Phrase	Employment intent
5	job opening	Phrase	Employment intent
6	internship	Phrase	Student/intern seekers
7	resume	Phrase	Job application intent
8	interview questions	Phrase	Job interview prep
9	glassdoor	Phrase	Employee reviews site
10	indeed	Phrase	Job board
11	linkedin	Phrase	Professional networking
12	work from home	Phrase	Remote job seekers
13	volunteer	Phrase	Unpaid positions

Free/DIY Terms (12 keywords)

People who want something for free. If you sell paid products or services, these terms burn budget on users who won’t convert.

#	Negative Keyword	Match Type	Why
14	free	Broad	Zero purchase intent
15	cheap	Phrase	Bargain hunters, low LTV
16	DIY	Phrase	Self-service intent
17	do it yourself	Phrase	Self-service intent
18	homemade	Phrase	Not buying commercial product
19	open source	Phrase	Free software seekers
20	torrent	Phrase	Piracy intent
21	crack	Phrase	Software piracy
22	pirate	Phrase	Software piracy
23	discount code	Phrase	Coupon seekers already buying elsewhere
24	coupon	Phrase	Deal seekers, low margins
25	promo code	Phrase	Already decided, looking for savings

Education/Research Terms (12 keywords)

Students and researchers. They’ll click your ad, read your landing page, and never convert because they’re writing a paper, not making a purchase.

#	Negative Keyword	Match Type	Why
26	what is	Phrase	Informational, not commercial
27	definition	Phrase	Dictionary lookup
28	tutorial	Phrase	Learning intent
29	course	Phrase	Education seekers
30	certification	Phrase	Professional development
31	degree	Phrase	Academic programs
32	university	Phrase	Academic research
33	college	Phrase	Academic context
34	homework	Phrase	Student assignments
35	thesis	Phrase	Academic writing
36	research paper	Phrase	Academic writing
37	PDF	Phrase	Document download, not purchase

Review/Comparison Terms (8 keywords)

People in research mode. They haven’t decided to buy yet and may never reach your landing page with purchase intent. Use cautiously: some of these are valid for remarketing campaigns.

#	Negative Keyword	Match Type	Why
38	review	Phrase	Reading reviews, not buying
39	reviews	Phrase	Research phase
40	vs	Phrase	Comparison shopping
41	versus	Phrase	Comparison shopping
42	alternative	Phrase	Looking at competitors
43	alternatives	Phrase	Looking at competitors
44	complaint	Phrase	Negative sentiment
45	scam	Phrase	Trust issues, not buyers

Miscellaneous Non-Buyer Terms (8 keywords)

#	Negative Keyword	Match Type	Why
46	meme	Phrase	Entertainment, not commercial
47	funny	Phrase	Entertainment intent
48	youtube	Phrase	Video platform, not your site
49	reddit	Phrase	Forum discussions
50	wikipedia	Phrase	Reference lookup
51	sample	Phrase	Free sample seekers
52	template	Phrase	Looking for free templates (unless you sell templates)
53	example	Phrase	Research, not purchase

Important note: “free” is set to broad match because it catches variations like “free trial,” “free download.” The rest use phrase match to avoid over-blocking. Always test negatives against your search terms report before adding them. A B2B SaaS company might want to keep “free trial” as a valid search term, so adjust accordingly.

Ecommerce

What negative keywords do ecommerce accounts need?

Ecommerce accounts have unique waste patterns. Shoppers search for products they want but often trigger your ads with terms that signal they want something different: used items, rental, wholesale pricing, or competitor-specific models. Here are 25 ecommerce-specific negatives beyond the universal list.

#	Negative Keyword	Why exclude
1	used	Looking for secondhand, not new inventory
2	refurbished	Wants refurbished, you sell new
3	second hand	Used goods intent
4	rental	Wants to rent, not buy
5	rent	Rental intent
6	lease	Leasing, not purchasing
7	wholesale	Bulk pricing you don’t offer
8	bulk	Wholesale volume seekers
9	repair	Fixing existing product, not buying new
10	fix	Repair intent
11	broken	Repair/troubleshooting
12	manual	Product manual lookup
13	instructions	How-to, not purchasing
14	specs	Research phase, comparing
15	dimensions	Pre-purchase research (low conversion)
16	recall	Product safety concern
17	lawsuit	Legal action, not shopping
18	class action	Legal, not commercial
19	return policy	Post-purchase, already bought elsewhere
20	warranty claim	Post-purchase support
21	clearance	Bargain hunters (unless you run clearance)
22	knockoff	Counterfeit product seekers
23	fake	Counterfeit interest
24	dupe	Looking for imitation products
25	amazon	Platform-specific shoppers (unless you sell on Amazon)

Ecommerce accounts should also add competitor brand names as negatives if you’re running non-brand campaigns. Someone searching “Nike running shoes” while you sell Adidas won’t convert. We’ve seen competitor brand terms waste $2,000-5,000/month in mid-size ecommerce accounts.

SaaS

What negative keywords work best for SaaS accounts?

SaaS negative keywords focus on filtering out people who want free tools, open-source alternatives, or specific competitor products. The SaaS buyer journey is longer (avg. 14-day sales cycle for SMB, 60+ days for enterprise, per Gartner 2024), so you need to be more selective about which clicks you pay for.

#	Negative Keyword	Why exclude
1	login	Existing users, not prospects
2	sign in	Existing user navigation
3	password reset	Existing user support
4	API	Developer research (unless selling API)
5	documentation	Existing users looking for docs
6	integration	Pre-purchase research, low intent
7	plugin	Looking for add-ons, not core product
8	open source	Wants free alternative
9	self-hosted	Wants to host own, not pay SaaS
10	free plan	Won’t convert to paid (unless freemium)
11	lifetime deal	AppSumo-style one-time buyers
12	download	Desktop software, not SaaS
13	excel	Spreadsheet approach, not SaaS
14	spreadsheet	Manual approach
15	google sheets	Free tool approach
16	how to build	DIY developers
17	source code	Building own, not buying
18	github	Developer resources, not buyers
19	stack overflow	Technical troubleshooting
20	cancel subscription	Churn intent from existing customers

SaaS accounts should also negative match their own brand name in non-brand campaigns to avoid cross-campaign competition. Use an account audit to identify keyword duplication across campaigns.

Local Services

Which negative keywords matter for local service businesses?

Local service businesses (plumbers, electricians, lawyers, dentists, HVAC) pay some of the highest CPCs in Google Ads. A single click for “emergency plumber” can cost $40-80 in major metro areas, according to iSpionage’s 2024 CPC benchmarks. Every irrelevant click hurts. These negatives protect your budget from the most common local waste patterns.

#	Negative Keyword	Why exclude
1	near me jobs	Job seekers in your area
2	schools	Trade school research
3	training	Certification programs
4	apprenticeship	Career training
5	license	Professional licensing research
6	insurance	Insurance shopping, not service
7	franchise	Business opportunity seekers
8	start a business	Entrepreneurs, not customers
9	how to become	Career research
10	how much does it cost to become	Career cost research
11	association	Professional associations
12	union	Labor union research
13	average salary	Employment research
14	home depot	DIY shoppers
15	lowes	DIY shoppers
16	supply store	Buying supplies, not hiring
17	parts	DIY repair parts
18	tools	Equipment shopping
19	equipment	Buying gear, not services
20	commercial	Wrong segment (if you serve residential)

Healthcare

What negative keywords should healthcare advertisers use?

Healthcare Google Ads accounts face unique challenges. Medical queries mix patient intent with provider/career intent. Someone searching “dermatologist” might want an appointment, a career, or a definition. Healthcare CPCs average $3-8 but can hit $50+ for high-intent terms like “drug rehab near me” (Google Ads Benchmarks, 2024). These negatives filter out non-patient searches.

#	Negative Keyword	Why exclude
1	medical school	Education, not patient
2	residency	Medical training programs
3	fellowship	Post-residency training
4	nursing	Career/education path
5	symptoms	Self-diagnosis, low booking rate
6	home remedy	Self-treatment intent
7	natural cure	Alternative medicine seekers
8	side effects	Medication research, not provider
9	lawsuit	Legal, not medical
10	malpractice	Legal research
11	clinical trial	Research participation
12	study	Academic research
13	journal	Medical publications
14	WebMD	Self-diagnosis platform
15	Mayo Clinic	Information site, competitor
16	images	Medical image searches (often disturbing, never convert)
17	pictures	Visual research
18	contagious	Health anxiety, not booking
19	insurance accepted	May be valid, but often low-intent browsing
20	medicaid	Government insurance (if you don’t accept it)

Caution: “Symptoms” is a high-volume term that occasionally converts for urgent care and telehealth providers. Test before adding it globally. If your conversion data shows symptom searches converting at even 1-2%, keep them in a separate campaign with lower bids rather than blocking them entirely.

Real Estate

What negative keywords do real estate advertisers need?

Real estate accounts bleed money on two fronts: people looking at the wrong property type and people researching careers. The average real estate CPC ranges from $1.50 for general searches to $12+ for high-intent terms like “homes for sale in [city]” (LocaliQ, 2024). These negatives focus on filtering out non-buyer intent specific to real estate.

#	Negative Keyword	Why exclude
1	real estate license	Career research
2	real estate exam	Licensing exam prep
3	become a realtor	Career path research
4	real estate agent salary	Compensation research
5	commission	Agent commission questions
6	zillow	Portal-specific traffic
7	trulia	Portal traffic
8	realtor.com	Portal traffic
9	foreclosure	Distressed property seekers (unless you specialize)
10	tax lien	Investment/legal niche
11	section 8	Government housing (if not relevant)
12	public housing	Government programs
13	mobile home	Wrong property type (for standard realtors)
14	trailer park	Wrong property type
15	timeshare	Vacation ownership, different market
16	virtual tour	Browsing, very low intent
17	floor plan	Architectural interest, not buying
18	property tax	Tax research, not purchase
19	HOA fees	Research phase, rarely converts
20	moving company	Post-purchase logistics

Implementation

How do you add negative keywords to Google Ads?

You can add negative keywords at two levels: campaign-level and account-level (via shared lists). Here’s the step-by-step process for both.

Account-Level Negative Keyword List (Recommended)

Open Google Ads. Click Tools & Settings in the top menu.
Under “Shared Library,” click Negative Keyword Lists.
Click the blue + button to create a new list.
Name it clearly: “Universal Negatives,” “Industry Negatives,” etc.
Paste your negative keywords (one per line). Select phrase match by wrapping each in quotes, or leave as broad match.
Save the list, then apply it to all relevant campaigns by checking the campaign boxes.

Account-level shared lists are the best approach because they apply across all campaigns automatically. When you add a new campaign, just assign the existing lists. This prevents the common mistake of forgetting negatives on new campaigns.

Campaign-Level Negatives

Use campaign-level negatives for terms specific to one campaign. For example, if you run separate campaigns for “residential plumbing” and “commercial plumbing,” add “commercial” as a negative to the residential campaign and vice versa. This prevents cross-campaign cannibalization. Check our Google Ads Account Structure Template for more on organizing campaigns with cross-negatives.

Patterns

What patterns should you watch for across industries?

After building negative keyword lists for 200+ accounts, five patterns consistently emerge across every vertical:

Job seekers are universal budget wasters. Every industry has searchers looking for employment, not products. “Salary,” “jobs,” “careers,” and “hiring” appear in search term reports across all verticals. They’re cheap clicks (low CPC) but they never convert.
“How to” and “what is” queries burn money on informational intent. Unless you’re running top-of-funnel awareness campaigns, these searchers aren’t ready to buy. They want answers, not products.
Competitor brand terms waste spend on non-brand campaigns. Someone searching for a specific competitor has already formed a preference. Bidding on their name as a non-brand keyword yields CTRs under 2% and conversion rates under 0.5% in our data.
“Free” in any form signals zero purchase intent. The exception: SaaS freemium models where “free trial” is a valid conversion. For everyone else, “free” is wasted money.
DIY/repair terms indicate the searcher already owns the product. They need help fixing what they have, not buying something new. This pattern is strongest in home services, automotive, and electronics.

Customization

How should you customize these lists for your account?

Don’t blindly copy-paste every negative keyword. Start with the universal list (items 1-53), then add your industry-specific list. After that, review your actual search terms report every two weeks and add account-specific negatives. Here’s the 3-step process we use at ScaleGrowth.Digital:

Apply universal negatives immediately. Add all 53 universal negatives to an account-level shared list on day one. These are safe across virtually all accounts.
Add industry negatives after review. Read through your industry list above. Remove any that might be valid for your specific business (e.g., a SaaS company selling an open-source product shouldn’t negative-match “open source”).
Mine your search terms report bi-weekly. Export the search terms report for the last 14 days. Sort by spend, descending. Any term with $20+ spend and zero conversions is a candidate for your negative list. We add 5-15 new negatives per account per month using this method.

“Negative keywords are the fastest way to improve ROAS without spending more. When we onboard a new PPC client, the first thing we do is add 50-100 negatives from this list and the search terms report. It’s not unusual to see CPA drop 15-25% within the first two weeks, just from eliminating waste. The money was always there. It was just going to the wrong clicks.”
Hardik Shah, Founder of ScaleGrowth.Digital

Download the Full Negative Keyword List

Get all 200+ negative keywords in a Google Sheets file, organized by category and industry, ready to import into Google Ads. Download Free List →

Google Ads Audit Checklist

38-point audit covering account structure, keywords, ads, bidding, and tracking.

Google Ads Account Structure Template

Campaign and ad group structure template with naming conventions and cross-negatives.

ROAS Calculator

Calculate your return on ad spend and find your breakeven ROAS.

FAQ

Frequently Asked Questions

How many negative keywords should a Google Ads account have?

A mature Google Ads account should have 50-200 negative keywords at the account level, plus 10-30 campaign-specific negatives per campaign. Start with 50 universal negatives on day one, then add 5-15 new negatives per month from search terms analysis. Google allows up to 5,000 negative keywords per shared list and 10,000 per campaign.

Should I use broad match or phrase match for negative keywords?

Use phrase match for most negative keywords. Phrase match negatives block your ad when the exact phrase appears in any position within the search query. Broad match negatives only block when ALL words appear in the query (in any order), which can miss variations. Use exact match negatives only when you want to block a very specific query without affecting related terms.

Can negative keywords hurt my Google Ads performance?

Yes, if you add overly broad negatives that block relevant searches. For example, adding “free” as a broad match negative in a SaaS account would block “free trial” searches, which are valid conversions. Always review your negative keywords against your converting search terms before applying them. Start with phrase match to minimize over-blocking.

How often should I update my negative keyword list?

Review your search terms report bi-weekly and add new negatives at least monthly. Set a recurring calendar reminder. Google’s algorithm evolves, user search behavior changes seasonally, and broad match queries shift over time. An account that hasn’t added negatives in 3+ months is almost certainly wasting budget.

Do negative keywords apply to Performance Max campaigns?

As of 2025, Google allows account-level negative keywords to apply to Performance Max campaigns. Previously, you had to request negative keyword additions through Google support. Add your shared negative keyword lists at the account level to ensure PMax campaigns also benefit from them.

Google Ads Negative Keyword List: 200+ Words Organized by Category and Industry

What’s in this list