Google Ads negative keywords and exclusion lists, copy-paste ready.
Cut wasted ad spend across Google Search, Shopping, and Performance Max. Pre-categorized, cleaned exclusion lists ready to copy in broad, phrase, or exact match syntax.
251 negative terms·12 curated lists·Sourced from Google Ads Shared Library standards
Match format:
Universal Waste
Customer Service, Support and Login Waste
36 terms
Searches from existing users, customer service queries, and support portals that waste acquisition ad spend.
Queries from people looking for employment, internships, salaries, or company reviews rather than hiring your service.
Scope: Account-level shared negative list
jobjobscareercareersvacancyvacancieshiringemploymentrecruiterrecruitmentrecruitingsalarysalariespay scaleaverage payglassdoorindeednaukrilinkedin jobsresumecv templatecover letterinterview questionsinterview tipsinternshipinternshipsinterntraineefresherapprenticeshipwork from home jobpart time jobremote job openings
Freebie Hunters
Freebies, Torrent, Crack and Bargain Seekers
32 terms
Traffic looking for free downloads, cracked software, pirated tools, or deep discount vouchers with zero purchase intent.
People looking for instructions to build or repair items themselves rather than purchasing professional services.
Scope: Search and Shopping campaigns
diydo it yourselfhow to makehow to buildhow to fix yourselfbuild your ownhomemadehandmadecraft idearecipeingredientsstep by step guideblueprintsdrawing tutorialopen source codegithub repository3d print stlcad drawing freehome repair guidespare parts replacement
Brand Safety
Adult, Explicit and Brand Safety Exclusions
16 terms
Explicit, adult, and illegal query terms that should never trigger commercial ads.
Eliminates rental seekers, temporary tenants, paying guest requests, and low-income housing searches from luxury property sales.
Scope: Campaign-level list for real estate developers and brokers
for rentrentingrental agreementroom for rentpgpaying guesthostel accommodationflatmatessubletroommate wantedlease agreementtenant rightseviction noticegovernment housingsubsidized housingcouncil flatssection 8public housing
Healthcare & Clinics
Private Healthcare, Clinics and Elective Procedures
14 terms
Filters government hospital searches, free dispensary queries, home remedy questions, and nursing syllabus inquiries from private clinic campaigns.
Scope: Campaign level for private medical practices
government hospitalfree clinicfree medical campcharitable dispensaryhome remediesayurvedic curehomeopathy medicinesymptoms ofcauses ofpathology report meaningncert biology notesnursing syllabusmbbs admissionmedical college cutoff
Legal Services
Private Law Firms and Legal Services
12 terms
Eliminates pro bono seekers, public defender queries, law school lecture notes, and DIY legal forms from private attorney ads.
Scope: Campaign level for legal practices
pro bonofree legal aidlegal aid societypublic defendercourt clerk numberjudge salarylaw school rankingbar exam syllabusllb notes pdfsample legal notice templatediy divorce formscourt timings today
Placements & Apps
Display and Performance Max Placement Exclusions
10 terms
Recommendations and categories to exclude in Google Ads Content Suitability to prevent accidental clicks on mobile games and kids channels.
Scope: Account-level content suitability and placement exclusions
games (all mobile game categories)action games app categoryarcade games app categorycasual games app categorypuzzle games app categoryyoutube kids channelsmade for kids contentparked domainserror pageslive streaming video content
No negative keyword lists match your search.
How Google Ads Negative Match Types Work (Official Rules)
A critical rule from Google Ads documentation: negative broad match does not match synonyms, misspellings, or close variants.
Negative Broad Match
Syntax: running shoes
Your ad will not show if the search contains all your negative keyword terms, regardless of the order. If the search contains only some of the terms, your ad can still show.
Blocks: blue running shoes, shoes for runningShows for: running sneakers, blue running shoe (singular)
Negative Phrase Match
Syntax: "running shoes"
Your ad will not show if the search contains the exact negative keyword terms in the exact order. Extra words before or after are permitted.
Blocks: buy running shoes online, cheap running shoesShows for: shoes for running, running blue shoes
Negative Exact Match
Syntax: [running shoes]
Your ad will not show only if the search contains the exact negative keyword terms with no extra words.
Blocks: running shoesShows for: blue running shoes, buy running shoes
How to Apply Negative Keyword Lists in Google Ads
Account-level Shared Library: Navigate to Tools and Settings > Shared Library > Negative keyword lists. Click + to create a new shared list (e.g., "Universal Cost Wasters").
Apply to Campaigns: Check the box for your newly created list and select Apply to campaigns to attach it to all Search and Shopping campaigns simultaneously.
Performance Max Exclusions: In Performance Max campaigns, add brand exclusions under Campaign Settings > Brand Exclusions, or submit account-level negative keywords via Google Ads customer support or account negative keyword lists.
Placement Exclusions: Go to Tools and Settings > Content Suitability > Excluded placements to exclude mobile app categories and low-quality display networks.
