PPC-HubBasic negative keyword list for Google Ads
Updated: August 13, 2026
A universal list of negative keywords to reduce irrelevant traffic in Google Ads search campaigns.
A partial negative keyword sample appears below so you can check formatting before import. Download the full baseline list from the Google Sheet linked above.
This list is indicative and does not guarantee full coverage. We recommend periodically reviewing it and supplementing it with your own observations.
Frequently asked questions
What are negative keywords in Google Ads?
Negative keywords tell Google Ads not to show your ad when a search query contains those terms.
How many negative keywords should you add when launching a campaign?
There is no universally correct number: begin with clearly irrelevant categories that you have validated against the offer. Expand the list from actual search terms report data rather than targeting an arbitrary total.
Can a negative keyword also be part of a target keyword?
Yes — and that overlap is where most accidental blocking happens. The same word can sit inside a commercial target keyword and still be worth excluding in another form, depending on match type and query wording. Before saving a negative, pull the search terms report and keyword list side by side: note which converting queries contain the term and which junk queries you are trying to stop. When the term appears in both, switch to a narrower negative phrase or exact match instead of a broad block that removes the whole theme.
Should negative keywords be added at campaign or account level?
Use a centralized list for exclusions that truly apply account-wide; attach it only where valid.
How often should you update a negative keyword list?
New and scaling Search campaigns deserve several search terms report reviews per week because query mix shifts quickly as volume grows. Once performance stabilizes, a biweekly pass is usually enough unless you change keywords, bids, geography, or product range. Shared lists also need periodic audits — an exclusion that made sense six months ago may now block a new product line or market you added later.
How to use negative keywords in Google Ads
If your search terms report shows spend on queries like "free", "jobs", or "how to" while conversions stay flat, negative keywords are the first line of defense — not a post-launch cleanup task. They stop Google Ads from matching searches that contain your keywords but carry the wrong intent: tutorials, vacancies, competitor research, or product lines you do not sell. Without systematic negatives, budget keeps flowing to queries that look relevant in the interface yet rarely convert.
How negative keywords work in Google Ads
Negative keywords stop ads from showing for selected words or phrases, but their behavior depends on match type. Negative broad match blocks a query containing every term in any order; negative phrase match requires the specified sequence; negative exact match applies when the full query matches the negative keyword. Unlike regular keywords, negatives do not pick up close variants automatically, so plurals, misspellings, and related forms have to be added as separate entries. Use the keyword match type generator to format terms consistently. Apply exclusions at ad-group or campaign level, or through shared lists attached to multiple campaigns.
Beyond negative keywords, it is worth excluding irrelevant placements in Display and video campaigns — see the low-quality website placements list and the low-quality YouTube channels list.
How to expand the list regularly
The Google Ads search terms report is the most reliable source of new negative keywords because it shows users' actual queries. Review it several times per week for a new or scaling campaign; after performance stabilizes, check it every one or two weeks and after changes to keywords, bidding, products, or geography. Look for spend without conversions, informational rather than purchase intent, incompatible products, unsupported locations, jobs, training, and free downloads. Before excluding a term, check whether it could also block useful searches.
Common negative keyword mistakes
Blocking relevant traffic with an overly broad negative is the costliest error teams make. A single generic word can suppress commercial queries that would have produced sales, especially when phrase or broad negatives are applied without checking the search terms report first. After large list updates, watch keyword diagnostics, impression volume, and not-serving reasons. Scattered exclusions without a shared structure are another drain: one campaign filters junk traffic while a sibling keeps paying for the same theme. Keep universal categories in a central list; leave offer-specific terms at campaign or ad-group level.
How to use this resource
The sample list on this page shows how baseline negatives are grouped — open the Google Sheet above for the full export. Treat every row as a draft: a term that is wrong for an e-commerce store may be fine for an education or recruitment advertiser. Cross-check product, market, language, and business model before import. After launch, grow the list from your own search terms report and revisit shared lists on a schedule so negative targeting stays active, not a one-time checkbox.