Adding negative keywords in Google Ads: how to stop paying for irrelevant searches

How do negative match types differ from regular matching?

Negative match types use the same symbols as regular keywords but do not work in the same way. According to Google’s page, negative keywords do not match close variants or other expressions that expand reach. Capitalization and misspellings are automatically taken into account; synonyms and singular and plural forms must be added separately if you want to exclude them.

The practical difference can be seen in this example: adding negative broad match “job vacancy” also blocks differently ordered searches such as “vacancy for job”, but does not automatically block the plural form “job vacancies”. Negative exact match [job vacancy] only blocks the exact search “job vacancy”; the ad continues to appear for “cleaning job vacancy”. Because Turkish words change form as suffixes are added, separately adding the suffixed forms seen in the search terms report is a check we also pay attention to in accounts.

The 16-word rule for long searches

Google states that when a search contains more than 16 words, the ad may still appear if the negative keyword comes after the 16th word. This is rare in everyday searches, but it explains the impression that negatives are not working in very long question-based searches.

Steps for adding negative keywords in Google Ads

Adding negative keywords in Google Ads is done from the same screen for a campaign or an ad group. The process on Google’s Add negative keywords to campaigns page and the Performance Max help page follows this order:

1. Campaigns is the menu where you go to the Keywords section and open the Negative keywords tab.
2. Use the plus button to open the screen for adding a new negative keyword.
3. Choose whether the negative keyword will be added to a campaign or a specific ad group.
4. Enter one keyword per line; specify the match type using quotation marks or square brackets.
5. If desired, also save the keywords to a new or existing negative keyword list, and complete the process by saving.

Google provides an important warning on the same page: if negative keywords conflict with regular keywords, the ad will not appear. Comparing a word against the account’s regular keywords before adding it prevents the ad from being stopped accidentally.

Which level to use: ad group, campaign, list, or account

The effect of a negative keyword changes according to the level where it is added, and choosing the wrong level is one of the most common setup mistakes. The following table compares the four options side by side:

How does a negative keyword list work?

According to Google’s negative keyword lists page, a list is created once and applied to multiple campaigns at once; a change to the list is reflected in all linked campaigns. This is the most practical way to avoid repeating the work of adding Google Ads negative keywords across multiple campaigns. An account can contain up to 20 lists, and each list can hold up to 5,000 negative keywords. Lists operate at the campaign level and cannot be linked to an ad group. In Google Ads, lists are managed through Tools › Shared library › Exclusion lists.

When should account-level negatives be used?

Negative keywords added at the account level are automatically applied to all eligible Search and Shopping inventory in the relevant campaign types, and Google specifies a limit of 1,000 negative keywords for this level. They are appropriate for words unwanted in every campaign, such as adult content or terms that should not appear alongside the brand. Because this affects the entire account, you must make sure every word added here is genuinely unwanted in all campaigns.

The situation with negative keywords in Performance Max

Today, negative keywords can be used at both the account and campaign levels in Performance Max campaigns. Google’s help page describing the Performance Max visibility and control update states that, as of August 7, 2025, campaign-level negative keywords were made available to all Performance Max campaigns, and campaign-level negative lists can also be applied to these campaigns. The same announcement states that the search terms report was made available for all Performance Max campaigns.

The basic rules on Google’s Negative keywords in Performance Max campaigns page are as follows:

• Negative keywords apply only to Search Network and Shopping inventory; they do not cover the other placements in Performance Max.
• Add them from the Negative keywords tab in the Keywords section, using the plus button and selecting the Performance Max campaign.
• Keywords can be entered individually, or an existing negative keyword list can be selected.
• Account-level negatives are automatically applied to all eligible Search and Shopping inventory, including Performance Max.

Alongside negative keywords in Performance Max, the search terms report is now also the first place to look to understand which queries show the campaign. No limit is given here for how many negatives can be added per campaign because that figure does not appear on the official help page.

Typical categories for a negative keyword list

Each industry’s negative list is different, but there are intent groups that recur across many accounts. Instead of copying a ready-made negative keyword list, fill these categories by comparing them with the search terms report:

• Jobs and careers: job vacancy, employee, career, salary, internship, CV. For a business selling services, most of these searches come from job seekers.
• Education and courses: course, lesson, training, certificate, homework. For a business that does not sell education, these indicate a learning intention.
• Free and downloads: free, free of charge, download, crack, PDF. These searches have low payment intent.
• Do it yourself: how to, do it yourself, recipe, step by step. The searcher wants to do the work themselves instead of buying the service.
• Irrelevant products and services: products the business does not offer but whose words are similar; for example, “vehicle for sale” searches for a car rental company.
• Competitor brand names: this category requires careful use; some businesses deliberately want to appear in competitor searches, while others do not.

The word “free” is not a negative in every account; for a business offering free site visits or free shipping, this word may generate conversions. The categories are a starting point, and the decision is made using the account’s own data.

What to check before adding a negative

Even when a term appears irrelevant, its data is reviewed before excluding it; cutting off a search that produces conversions can cost more than a wasted click. The brief checklist before adding exclusions is as follows:

1. Check the term’s conversions column; if there are conversions, do not exclude the term, but consider it as a separate keyword.
2. Check whether the word conflicts with one of the regular keywords in the account.
3. Decide whether the negative will be added with broad, phrase, or exact match.
4. Choose the level: a single ad group, campaign, list, or account.
5. Assess whether singular, plural, and synonymous forms also need to be added.

This check cannot be performed in an account where conversion tracking has not been set up correctly; when you do not know which term produces sales, negative keyword decisions rely on guesswork. To select the right keywords from the start, the Google Ads Keyword Planner guide explains the step that comes before negative keyword work.

Common mistakes and the correct approach

Most mistakes with negative keywords arise from cutting off valuable traffic while trying to protect the budget. The most common mistakes and their correct alternatives are as follows:

• Overly broad single-word negatives: excluding words such as “price” or “best” can cut off searches closest to purchasing. The right approach is to select the word that actually changes the intent or to use phrase match.
• Confusion over match types: It is common to assume that negative exact match provides broad protection. Exact match only blocks that particular search; broad or phrase negatives are needed for all searches containing the word.
• Conflict with a regular keyword: this is the situation in Google’s warning; when a negative conflicts with a regular keyword, the ad is not shown.
• Conflicts between ad groups: Excluding a term targeted in one group at the campaign level effectively shuts that group down. To direct traffic between groups, add the negative at the ad group level.
• Forgetting singular/plural forms and synonyms: Because negatives do not cover close variants, searches may continue to slip through when “vacancy” is added but “vacancies” is left out.
• Adding once and leaving it: As search behavior changes, new irrelevant terms emerge; the list is a living document.

A one-time list or ongoing search term management?

In common practice, the negative list is prepared when the campaign is set up and is rarely opened afterward. This approach works in the first weeks, but as the campaign reaches new searches, particularly with broad match and Performance Max, the list falls behind. With an ongoing approach, search terms are reviewed at set intervals, new irrelevant terms are excluded, and new terms generating conversions are considered as keywords.

The difference between these two approaches is most noticeable in budget visibility. With a one-time list, wasted spending may go unnoticed until the invoice arrives; with regular review, irrelevant terms are caught before accumulated costs grow. The answer to wasted Google Ads spending lies in this reviewing habit rather than a single setting. Other reasons for unexpected invoice charges can be read together with the billing explanation in the What is Google Ads article.

Google Ads management: fees and working arrangements

Negative keyword management is the part of advertising management that requires continuity, and it is part of weekly monitoring rather than a standalone setting. At Onur Freelance, Google Ads management starts from 9,000 TL per month; the advertising budget paid to Google is separate from this fee and is paid directly through the business’s own Google Ads account. Package scope and cost items are explained on the Google Ads prices page; to estimate the monthly advertising budget, the Google Ads budget calculator can be used.

The working arrangements are transparent:

• The advertising account and payment method remain in the business’s name; access is granted as a manager, and no password is requested.
• Changes to the negative list are visible in the account and can be reviewed by the business owner at any time.
• No promises are made about rankings, cost per click, or the number of sales; the auction and competition determine Google Ads results.

The signs to watch for before working with an agency requesting account access are also explained in the Google advertising agency fraud article. Onur Freelance is a web design and digital marketing studio based in Maltepe/İstanbul and has worked in this field since 2019; it does not speak on Google’s behalf.