90+ Negative Keywords for Google Ads (Updated 2025)

Google Ads can be a powerful tool to drive highly targeted traffic, but only if you’re reaching the right audience. That’s where negative keywords come in. A small but mighty feature that can dramatically improve your ad performance by filtering out unwanted clicks.

If your campaigns are burning through budget on irrelevant queries, this guide is for you.

We've compiled a list of negative keywords tailored to different use cases, including general terms, e-commerce filters, and more. 

• Why negative keywords matter more than ever in 2025
• How to use this list effectively
• How to add negative keywords in Google Ads
• General negative keywords (non-industry-specifc)
• E-Commerce negative keywords
• B2B negative keywords
• Industry-specific negative keywords
• Competitor & brand negative keyword

Why Negative Keywords Matter More Than Ever in 2025

Irrelevant clicks = wasted budget

Every time someone clicks on your ad who isn’t likely to convert, you’re paying for the privilege, often without seeing any return. It’s one of the most common sources of inefficiency in PPC campaigns. Without a strong negative keyword strategy in place, your ads may be showing up for searches completely unrelated to your product or service.
Even something as simple as excluding terms like “free” or “how to” can prevent thousands in wasted spend annually.

What’s changing in 2025?

Google’s ongoing shift towards automation has reshaped how advertisers control targeting. Match types are broader and less precise, and ‘Exact Match’ is no longer truly exact. Combined with AI-driven bidding and limited search term visibility, it’s become harder to see what’s actually triggering your ads.

With Google placing greater emphasis on user behaviour and machine learning signals, ads can now appear for searches that only loosely relate to your offering. While automation has its advantages, it also requires advertisers to be more proactive - with negative keywords remaining one reliable way to stay in control.

How negative keywords improve ROI

A well-managed negative keyword list keeps your campaigns tightly focused - filtering out low-quality traffic, reducing cost-per-click (CPC), and improving conversion rates by ensuring you only pay for genuinely interested users.

Greater relevance also boosts Quality Score, often leading to better ad positions and lower CPCs,  creating a virtuous cycle of improved efficiency. In 2025, when every click matters and competition continues to rise, maintaining a strong negative keyword strategy isn’t optional; it’s essential.

How to Use This List Effectively

We’ve designed this resource to be practical, not theoretical. The list is broken into logical sections: general, e-commerce, B2B, industry-specific, and competitor terms, so you can easily identify what’s relevant to your business and apply it quickly.

Scan the categories, don’t copy-paste blindly  Not all keywords will be relevant to every advertiser. For example, “wholesale” may be a perfect negative for brands that sell DTC (direct to consumers), but not for B2B (business to business) suppliers. Treat this list as a starting point and customise it based on your goals.

Apply at the right level

Negative keywords can be added at the campaign or ad group level. Campaign-level exclusions affect all ads under that umbrella, while ad group-level allow for more nuance. Be strategic, applying broadly can solve big problems, but may suppress valid queries if done without review.

Avoid these common mistakes:

• Overusing broad-match negatives can unintentionally block useful traffic.

• Failing to review search term reports, missing out on discovering new negatives.

• Using irrelevant or outdated lists that don’t reflect current user behaviour or offer types.

• Blocking entire categories without understanding the context.

The goal isn’t to block traffic, it’s to guide it. Use this list to improve precision, not to limit your reach.

How to Add Negative Keywords in Google Ads

If you’re unsure how to implement negative keywords in your account, don’t worry, Google makes it relatively straightforward.

Step-by-step instructions: 

1. Navigate to your campaign or ad group 

In Google Ads, select the campaign or ad group you want to add negative keywords to.

2. Click on ‘Keywords’ in the left-hand menu, then choose ‘Negative keywords’

3. Add manually or use shared lists

• For small updates, you can paste in keywords directly.
• For larger sets, use a shared negative keyword list to apply the same exclusions across multiple campaigns.

4. Select the match type
Just like with regular keywords, you can choose:

• Broad match: Excludes if the term appears anywhere in the query.
• Phrase match: Excludes queries with that exact phrase in order.
• Exact match: Excludes only if the exact term is searched.

Be mindful of match types. A poor match can cut off valuable traffic.

For a full walkthrough, visit our guide on how to use negative keywords effectively.

General Negative Keywords (Non-Industry-Specific)

This is your base layer, keywords that are broadly irrelevant for most advertisers. These terms often signal low purchase intent, research-mode users, or traffic that’s unlikely to convert.

Consider excluding terms such as: 

• Free
• DIY
• How to/Tutorial
• Wholesale
• Discount
• Jobs
• Careers
• Training
• Used
• Second hand
• Review
• Scam
• Complaints
• Test
• Example

Who should use these?

• E-commerce brands trying to avoid bargain hunters or non-buyers
• Service providers who don’t offer training or educational content
• Agencies avoiding job applicants or how-to seekers 
• SaaS companies that don’t offer free trials or open demos 

Remember: always double-check the context in your search term reports before applying negatives. You want to cut waste, not conversions.

E-Commerce Negative Keywords

E-commerce advertisers are especially prone to wasted clicks from people looking for incompatible products, service-based alternatives, or non-purchasing intent. Below are common negatives to consider, depending on your product category.

General e-commerce filters:

• Wholesale
• Manual
• Instruction
• Spare parts
• Repair
• Fix
• Second hand
• Gumtree
• Ebay
• Facebook marketplace
• Discount code
• Refund
• Clearance
• Outlet
• Broken

Fashion-specific: 

• Sewing pattern
• Tailor
• Alteration
• Vintage
• Sizing chart

Tech-specific:

• Manual
• Firmware
• Refurbished
• Second hand
• Battery replacement

Furniture/homeware:

• IKEA
• Parts
• Repair kit
• Assembly
• Pallet

Even applying a few of these can significantly reduce wasted ad spend, particularly in Shopping campaigns, where search intent tends to be less clear.

B2B Negative Keywords

If you're a B2B advertiser, one of the biggest threats to your PPC efficiency is accidental traffic from consumers. This usually happens when ads are triggered by general search terms that don’t specify a business context. While some of this can be managed with careful keyword targeting, negative keywords are your safety net.

Adding B2B-specific negatives ensures you're not wasting money on people looking for personal or retail-level solutions.

Here are examples worth excluding:

• Consumer
• Personal
• Retail
• Individual
• Home use
• Family
• DIY
• How to
• Student
• Free trial

By excluding these, you reduce the chances of your ads showing for low-quality traffic that isn't aligned with your offering. If you sell enterprise software, for example, you don’t want to appear for someone searching "best free CRM for personal use.”

Industry-Specific Negative Keywords

Some industries are especially vulnerable to irrelevant traffic due to overlap in terminology or public services dominating search behaviour. Below, we’ve highlighted terms that typically signal non-converting or non-commercial intent in key verticals such as automotive, property, and finance.

Automotive
When working with dealership clients or vehicle-ad-focused campaigns, it’s especially important to weed out searches from people who aren’t in the market to buy, lease or service a car. Filtering out job seekers, bargain hunters or DIYers can save budget and lift performance.

Negatives to consider for individual Automotive campaigns:

• Jobs
• Careers
• Mechanic training

(Note: only recommended if the account is not focused on automotive careers)

• DIY repair
• Parts suppliers
• Cheap cars
• Used / New - dependent on the ad group target
• Reviews
• Service manual
• Spare parts
• Car auction
• Breakdown service

Property 

For property-oriented campaigns (sales, lettings, estate agents, new builds, property developers), many searchers are in early research mode, seeking free resources, renting vs buying, or even housing advice. Negatives help you avoid spending on low-intent clicks and users outside your target audience.

Negatives to consider for Property campaigns:

• Free accommodation
• Tenancy agreement template
• Property jobs
• Cheap houses
• Student housing
• Council housing
• Mortgage calculator
• Property auction
• DIY renovation
• Rent to buy
• Repossessions
• Housing tribunal

Finance 
Financial services attract a wide range of searchers, including those looking for assistance or public funding. Filtering based on intent is critical here. 

Negatives to consider for Finance campaigns:

• Debt help 
• Payday loans 
• Grants 
• Charity 
• Student finance 
• Tax refund 
• Universal credit
• Hardship fund 
• Free budget planner 

Many of these queries come from users with urgent financial needs but little buying intent, not the audience for commercial products or investment advice.

Competitor & Brand Negative Keywords

Going after competitors’ branded terms might seem like an easy win, but it usually just generates low-converting traffic. If your brand isn’t familiar or your offer doesn’t match, those clicks can end up costing more than they’re worth.

That’s why many advertisers choose to exclude competitor names and major platforms that may pull in irrelevant traffic. 

Here are common brand-related terms to consider: 

• Facebook 
• TikTok
• YouTube 
• Amazon
• Shopify 
• Wix
• Google
• Microsoft
• Meta
• HubSpot
• Mailchimp
• Fiverr
• Upwork 

Why exclude these? 

• Users often search with strong brand intent. If they’re looking for TikTok Ads Manager, they probably don’t want a general PPC agency.
• Clicks can be expensive and yield poor-quality traffic.
• Brand-bidding can lead to accidental violations of platform policies.

Instead, focus on high-intent, unbranded terms that signal true buyer interest in what you actually offer.

Further Tips to Refine Your Negative Keyword Strategy 

Negative keyword optimisation isn’t a set-and-forget activity. The most effective advertisers treat it as a living part of their PPC strategy. Here’s how to keep your lists sharp: 

Regularly review search terms

Google Ads gives you access to the actual search terms triggering your ads. Make it a habit to check this weekly or monthly; you’ll often find irrelevant queries that weren’t obvious from your keyword list alone.

Use shared negative keyword lists

Instead of managing separate lists for each campaign, create shared negative lists to maintain consistency across your account. This is especially useful if you run multiple campaigns with similar exclusions.

Avoid overblocking with phrase match

Phrase match negative keywords are powerful, but dangerous if misused. Blocking “free” might sound smart, but if someone searches “ad-free platform for business,” you may unintentionally lose a valuable lead.

Keep a 'change log'
If you’re managing multiple accounts or collaborating with a team, maintain a record of when and why negatives are added. This helps with transparency and ensures important terms aren’t removed later by mistake. 

Ready to Take Control of Your Paid Search Budget? 

Negative keywords are one of the simplest, most effective ways to stop wasting budget and focus your spend on clicks that actually convert. But building and maintaining a solid list takes time and knowing where to look. 

If you're unsure where to start or want a second opinion on your current campaigns, we’re here to help.

Book a Paid Search Audit 

We’ll review your keyword targeting, negative lists, and account structure to help you eliminate waste and boost ROI, with expert recommendations tailored to your goals.

Back to insights