Negative Keyword Lists
Free Negative Keyword Lists for Google Ads
This free negative keyword list resource gives PPC advertisers a head start on filtering out wasted ad spend in Google Ads and Microsoft Ads campaigns. Each list is organized by intent category. Instead of scrolling through a wall of 1,500 random keywords, you get targeted, ready-to-use negative keyword lists for the most common problem areas: freebie seekers, job hunters, coupon shoppers, competitor researchers, and more.
Copy keywords in broad match, phrase match, or exact match format and paste them directly into your Google Ads campaigns, ad groups, or shared negative keyword lists. New to negative keywords? Start with the FAQ at the bottom.
Google Ads Negative Keyword Lists by Category
Free & Trial Seekers
19 termsBlocks users searching for free access, trials, demos, or no-cost options.
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Coupons & Discounts
24 termsBlocks bargain-hunter traffic focused on coupons, discounts, and special offers.
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Job Seekers & Hiring Intent
60 termsBlocks searches from people looking for jobs, salaries, resumes, interviews, and recruiting.
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Research, Education & DIY Intent
60 termsBlocks informational browsing: definitions, guides, templates, comparisons, and learning intent.
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Customer Support, Login & Account Issues
50 termsBlocks existing-user support searches: login, billing, refunds, cancellations, troubleshooting.
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Competitor / Brand Comparison Intent
21 termsBlocks competitor-specific and comparison shoppers (useful if you don’t bid on competitor terms).
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Ecommerce & Retail Shoppers
39 termsBlocks searches from people looking to buy physical products, browse retail stores, or find wholesale/reseller deals.
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B2B / SaaS Irrelevant Intent
29 termsBlocks consumer and personal-use searches that do not fit a business software or services offering.
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Branded & Navigational Searches
31 termsBlocks searches where someone is looking for a specific website or platform, not your product.
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News, Media & Current Events
33 termsBlocks people searching for news coverage, press, or media mentions rather than your product or service.
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Healthcare & Medical DIY Intent
29 termsBlocks searches from people self-diagnosing, researching symptoms, or looking for home remedies rather than professional services or products.
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Legal & Compliance Research
34 termsBlocks searches from people looking up laws, regulations, or compliance requirements rather than hiring a professional or buying a solution.
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Why Negative Keywords Matter
Negative keywords prevent your ads from showing on irrelevant searches — one of the fastest ways to reduce wasted spend in PPC.
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Negative keyword lists help filter out common intent mismatches like job seekers, support/login traffic, research intent, freebie intent, coupon/deal hunting, and competitor comparisons.
- Higher CTR and stronger ad relevance.
- Better conversion rates from cleaner intent.
- Lower CPA by reducing wasted clicks.
- Cleaner search term reports for faster optimization.
- Improved intent quality across campaigns.
How to Use These Lists
Pick a category, choose broad/phrase/exact, click Copy, and paste into your campaign or shared negative keyword list.
Steps and tips
- Choose the category that matches your unwanted intent.
- Select a match type (broad, phrase, or exact).
- Click Copy or Download CSV.
- Paste into your campaign or shared list.
Start with broad for obvious junk traffic, then tighten with phrase and exact as you learn. Combine multiple categories when needed.
Need help spotting negatives? Try the Search Term Auditor.
Best Practices for Negative Keyword Lists
Use lists as a starting point — then refine using your actual search term report.
Best practices
- Use shared negative keyword lists for account-wide junk; use ad-group negatives for theme control.
- Don’t over-block: watch for accidental conversion drops after adding negatives.
- Review search terms weekly early on, then move to bi-weekly or monthly.
- Separate “free” vs “coupon/deals” depending on whether you offer discounts.
- For services, add location negatives only if you truly don’t serve the area.
Pair these negative keyword lists with a scripting workflow for faster rollouts. Negative Keyword Automator.
Negative Keyword FAQ
Quick answers to common questions about negative keywords, Google Ads negative keywords, and PPC performance.
What is a negative keyword?
A negative keyword tells a platform not to show your ads when a search includes that word or phrase. It’s a core way to reduce irrelevant clicks and protect budget in PPC.
How do negative keyword match types work (broad/phrase/exact)?
Broad blocks searches containing all the terms in any order, phrase blocks the full phrase, and exact blocks the exact query. Match type behavior for negatives differs from positives in some platforms, so keep it general and monitor results.
Should I use campaign-level or ad group-level negative keywords?
Use campaign-level negatives for broad exclusions across many ad groups. Use ad group-level negatives to prevent overlap between tightly themed ad groups.
Can negative keywords block conversions?
Yes. Overly aggressive negatives can filter out qualified searches. Start with obvious junk and review performance after changes.
How often should I review my search terms report?
Weekly review is ideal early on, then bi-weekly or monthly once your negative keyword lists stabilize.
Should I put negatives in a shared list or directly in campaigns?
Shared lists are best for account-wide exclusions. Campaign-level negatives are better when you need exceptions or tighter control.
Do these lists work for Microsoft Ads too?
Yes. The same negative keyword lists generally apply across Google Ads and Microsoft Ads, though match type behavior can differ slightly. Always validate with your search term report.