When you’re running Google Ads, every click costs money — so if those clicks are from people who were never going to buy from you in the first place, you’re basically paying for nothing. That’s where negative keywords become your best friend.
They’re not about limiting your reach — they’re about protecting your budget and making sure your ads are shown only to the people who are most likely to take action.
A Real Example from My Q Link Wireless Days
Back when I was managing campaigns for Q Link Wireless, we targeted low-income communities eligible for free or discounted phone service. Sounds straightforward, right?
Well, not exactly.
I noticed our ads were showing up for searches like “latest iPhone model” or “iPhone 15 Pro Max deals.” Sure, these searches had tons of traffic, but here’s the problem — someone looking for the newest $1,200 iPhone probably wasn’t interested in the free or budget-friendly devices Q Link provided.
So, I started adding negative keywords like:
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“iPhone 15”
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“latest iPhone”
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“Pro Max”
Instead, I focused on attracting searches like “free government phone EBT” or “discount Android phone”. That shift alone meant fewer wasted clicks and a much higher conversion rate.
Why Negative Keywords Matter
Without them, your ads could appear for searches that are completely irrelevant to your offer.
For example:
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Selling commercial laundry equipment? You don’t want “DIY laundry repair” or “free washing machine.”
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Selling premium dog food? Avoid clicks from “cheap dog food” or “homemade recipes.”
Every irrelevant click is money out of your pocket.
How to Find Negative Keywords
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Check Your Search Terms Report – See exactly what people typed before clicking your ad.
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Use Google Keyword Planner – Find related searches that don’t fit your business.
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Think Like a Customer – Ask yourself: “What’s my ideal customer not looking for?”
Best Practices
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Start with the obvious – Block searches that clearly don’t align with your offer.
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Use shared negative lists – Apply across multiple campaigns for consistency.
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Keep reviewing – Search trends change, so update regularly.
Bottom line:
Negative keywords aren’t about limiting your ad reach — they’re about making your ads smarter. Just like with Q Link, the more you focus on the right audience, the more your budget works for you, and the higher your ROI climbs.