How to Add Negative Keywords in Google Ads

Negative keywords are one of the most important tools for improving your Google Ads performance. They prevent your ads from showing for irrelevant searches, which helps you reduce wasted spend, improve lead quality, and strengthen targeting. Whether you use Search campaigns, Performance Max, Shopping, or a mix of all three, having a strong negative keyword strategy is essential.

This guide explains what negative keywords are, why they matter, and how to add them at the ad group, campaign, and account level. Each step includes screenshots so you can follow along easily inside your Google Ads account.

Let’s get started.

What Are Negative Keywords in Google Ads

Negative keywords are words or phrases that prevent your ads from appearing when those terms are included in a user's search. They let you filter out poor quality traffic and ensure your budget is focused on people who are more likely to convert.

For example, if your keyword is plumber near me and you see a search like plumber school, that is irrelevant to your business. Adding the word school as a negative keyword prevents your ad from showing for educational searches in the future.

How Negative Keywords Work

When a user enters a search query that contains one of your negative keywords, Google automatically blocks your ad from entering that auction. This improves the relevance of your traffic and helps keep your cost per click under control.

Why Negative Keywords Matter

Negative keywords matter because they directly affect your bottom line. They help you avoid clicks that waste budget, improve your return on ad spend, and tighten your targeting. They also provide better clarity around which searches you actually want to pay for.

The Benefits of Negative Keywords

Reduce Wasted Spend

Without negative keywords, Google may match your ads to searches that have nothing to do with your business. Blocking irrelevant searches prevents budget loss.

Improve Lead Quality

When irrelevant users stop clicking, your remaining traffic becomes higher quality. That results in more qualified leads and stronger conversion rates.

Strengthen Campaign Relevance

Google rewards relevance. When your ads appear only for the right searches, your quality improves, your CPC often drops, and your performance increases.

Where You Can Add Negative Keywords

Google lets you add negative keywords at three levels:

Ad Group Level

These negatives apply only to a specific ad group. This gives you fine control over the intent and theme of each ad group.

Campaign Level

These negatives apply to every ad group inside a single campaign.

Account Level

These negatives apply to all eligible campaigns across your entire account. Ideal for global filters such as free, jobs, do it yourself, or how to.

How to Add Negative Keywords at the Ad Group Level

This is the most detailed level of control and is useful when different ad groups target different themes or services.

Step 1: Open Audiences, Keywords, and Content

Step 2: Select Keywords

Step 3: Click Negative Keywords

Step 4: Choose Ad Group in the Dropdown

This tells Google that your negative keywords should only apply to this specific ad group.

Step 5: Add and Save Your Negative Keywords

Your ad group level negative keywords are now active.

How to Add Negative Keywords at the Campaign Level

Campaign negative keywords apply to all ad groups inside a single campaign.

Step 1: Select Campaign in the Dropdown

Step 2: Add Your Negative Keywords

Type each negative keyword on its own line. This ensures clean organization and clearer filtering.

Step 3: Save Your Campaign Negative Keywords

Once saved, these exclusions immediately apply to every ad group inside the campaign.

How to Add Negative Keywords at the Account Level

Account level negative keywords provide the broadest level of control. These negatives apply across Search, Shopping, Performance Max, and certain other campaign types.

Step 1: Open Admin & Select Negative Keywords

This is where Google stores your account wide exclusions.

Step 2: Add Account Level Negative Keywords

Step 3: Save Your Account Negative Keywords

Once saved, these keywords apply across every eligible campaign.

Best Practices for Using Negative Keywords

Build a Core Negative Keyword List

Create a reusable list of broad negatives such as free, jobs, cheap, or how to. Apply them to campaigns where they make sense.

Review Search Terms Weekly

Use the search terms report consistently to find new irrelevant queries.

Update Negative Keywords for Performance Max

Because PMax can match to broad variants, account level negatives are especially important.

Frequently Asked Questions

Should I add negative keywords often?

Yes. New search terms appear daily, especially with broad match.

Should I use phrase or exact match negatives?

Exact match is safer. Phrase match can block too much if used incorrectly.

Do negative keywords improve my quality score?

They indirectly help by improving relevance and CTR.

Are account level negative keywords necessary?

Yes. They help maintain global exclusions across all campaign types.

Final Thoughts: Let Buddylytics Help Improve Your Google Ads Performance

Negative keywords are one of the simplest and most effective ways to protect your budget and improve your results. When used correctly at the ad group, campaign, and account level, they help eliminate wasted spend and strengthen your campaign structure.

If you want to make your Google Ads management easier so you can focus on what truly matters your business Buddylytics would be happy to help.

Explore our Google Ads management services here.