Negative keywords are useful when they exclude a search your campaign should not serve. Build the decisions from the work you sell and the search terms you observe. A generic list copied from another contractor can block suitable projects as easily as it can remove irrelevant traffic.
Start by writing the service boundaries. A custom pool builder, maintenance company and equipment-repair business may each need a different decision for the same word. The account structure should preserve those differences rather than treating all pool-related traffic as one category.
Classify the intent before excluding it
Give each reviewed search a simple status: relevant service, excluded service, employment or supplier intent, research with potential fit, or unclear. Keep the landing page and any enquiry outcome alongside the term. A term that looks broad may still lead to a suitable design consultation.
Ask the office about uncertain categories. For example, a homeowner using repair language may actually need a full replacement. If your company sells both, a blanket exclusion could hide the opportunity. If the company does not offer repairs, clarify that distinction in the ad and landing page as well.
Treat sample exclusions as decisions to review
Employment searches, wholesale supply searches and a clearly excluded service can be reasonable candidates, depending on the campaign. They are not a ready-to-upload account list. Review the actual phrase and the matching behavior before applying a broad exclusion.
Illustrative decisions: a design-build landscape campaign might exclude weekly lawn-mowing requests but retain patio design; a window-installation campaign might distinguish vehicle windows from home windows; a remodeler might separate job applicants from homeowners asking about a project. The specific business decides the boundary.
- Record why the term is excluded and which campaign it affects.
- Keep ambiguous searches in a review queue rather than rejecting them automatically.
- Check whether an exclusion belongs at the account, campaign or ad-group level.
Understand negative match behavior
Google documents different negative keyword match types and notes that negative keywords do not expand like positive keywords. Review the current rules when setting an exclusion. A single word placed at a broad scope can have consequences well beyond the search that first prompted it.
Have the account manager check shared lists and older exclusions when adding a new service. A list that made sense for maintenance may conflict with a new construction campaign. Keep the change history readable so another person can understand what was intended.
References: Google Ads: negative keywords ↗
Review the customer outcomes after the change
Look at suitable enquiries and appointment outcomes as well as clicks and spend. A drop in irrelevant contacts is useful, but a fall in all enquiry volume needs investigation. Avoid declaring success solely because the campaign produced a cheaper initial contact.
Document the change date, the affected scope and the observation window. Consider budget, creative and seasonal changes happening at the same time. Review exclusions with the sales team so the definition of a good project remains current.
Common questions
Can we use the same negative keyword list for every contractor?
- No. Service boundaries and campaign purposes differ. Review proposed exclusions against the actual work, matching behavior and enquiry outcomes.
Should we exclude every search containing cheap or cost?
- Do not decide from one word alone. A homeowner researching cost may still be a suitable buyer. Review the complete search, project fit and landing-page message.