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A common list of negative keywords that fits every business, plus eight industry lists, written by hand. Uncheck the terms that describe what you sell, then copy the rest into Google Ads or export it for Google Ads Editor.
The tool brings together a common list of negative keywords (jobs, free, definitions, login…) and eight industry lists: local services and trades, SaaS, e-commerce, law firms, real estate, agencies, restaurants and health practices. You uncheck the terms to keep, pick a match type, then copy the list or download a Google Ads Editor file.
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The common list is checked by default. Add the industry or industries closest to yours: a term found in two lists shows up only once.
Terms are grouped by category: jobs and training, free and DIY, information, login… Uncheck those that describe what you sell. A warning flags the terms to look at closely, such as “training” for a training company.
As a broad match negative, a term blocks any search that contains all of its words, in any order: the usual setting for these lists. Phrase match and exact match negatives block fewer searches.
Paste the list into a negative keyword list in Google Ads, or into a campaign's negative keywords. For Google Ads Editor, type the exact campaign name and download the CSV file.
A broad or phrase match keyword like “plumber” can show your ad for “plumber jobs”, “plumber salary” or “how to become a plumber”. These people want a job or a new career. They will not call you, and you pay for every click.
A negative keyword list prepared before launch removes those searches on day one, instead of finding them in the search terms report after you have paid for them. That report stays useful afterwards for the cases specific to your account: the search terms report analyzer sorts them for you.
The lists contain no brand names: excluding a competitor or a marketplace depends on your strategy, not on your industry. Each term was picked because it signals a search with no buying intent in that industry. They fall into six categories:
Unlike the keywords you bid on, negative keywords do not extend to close variants. “job” does not block “jobs”, and “recipe” does not block “recipes”. The lists include both forms when both are common.
For the same reason, a misspelling that is common in your industry needs its own line: a negative only blocks the words exactly as you typed them.
The same word means different things from one business to another. “training” is a negative for a plumber, but it is what a training company sells. “used” cuts wasted clicks for a seller of new goods, not for a refurbished electronics store. And “free” also blocks “free estimate” or “free shipping”.
These terms carry a warning in the tool. Before you publish, paste your keywords and your list into the negative keyword conflict checker: it shows which keywords your negatives stop from showing.
A negative keyword list removes the obvious searches. For the rest, Should I Bid reads the Google results page for each keyword before you pay, checks it against your offer and gives a verdict: Bid, Test or Skip. Its analysis also recommends the negatives specific to your keywords.
A keyword that stops your ad from showing on the searches it blocks. With “jobs” as a negative keyword, your ad will not show for “plumber jobs near me”.
Broad match in most cases: “jobs” then blocks any search that contains that word. Phrase match helps when words only make sense together: "garage sale" as a phrase negative blocks “garage sale finds” but not “sale on garage doors”. Exact match only blocks the identical search, which rarely suits a single word.
No. Negative keywords do not cover close variants: “job” does not block “jobs”. Add each common form on its own line, as these lists do.
Type the exact campaign name, then download the CSV file. In Google Ads Editor, import the file and review the proposed changes before you post them. The file only holds campaign-level negatives: it does not change the campaign status or settings.
A negative keyword list applies to several campaigns at once, so you update it in one place. It suits the common list well. Negatives tied to one offer are easier to manage in that campaign.
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