Negative Keywords for Contractors: Exclude Irrelevant Searches Without Blocking Buyers
Negative keywords help exclude searches that do not fit a campaign. The useful question is whether the request matches what the business offers, not whether a word appears on a generic list of supposedly bad traffic.
Start with clear mismatches and review ambiguous requests before excluding them. Do not assume that researching a repair, comparing prices, or asking about equipment means someone will never hire a contractor.
Use the available search evidence
Open Search terms under Campaigns, then Insights and reports. Google's search terms documentation explains that some low-activity queries are omitted for privacy. The report is useful evidence, not a complete record of every search.
Review cost alongside the service requested, campaign intent, and reliable lead outcomes. A term with no recorded conversions may deserve investigation, but small samples, conversion delay, or incomplete tracking can limit the conclusion.
Choose the intended matching behavior
Google's negative keyword rules differ from positive keyword matching. For Search:
- Negative broad match excludes searches containing all the negative terms, even in a different order.
- Negative phrase match excludes searches containing the terms in the same order, including searches with additional words.
- Negative exact match excludes the terms in that order without additional words.
Consider synonyms and singular or plural forms separately. Google says casing and misspellings are handled automatically. Check the documented exceptions rather than assuming an exclusion covers every related expression.
Check the requests a broad exclusion could remove
The following are illustrative review cases, not observed account results or a list to upload:
Scroll horizontally to view all columns.
| Candidate exclusion | Question before applying it |
|---|---|
| hiring | Could this block someone searching for advice on hiring a plumber? |
| free | Does the business offer a free estimate that a customer might request? |
| buy or parts | Could the request involve equipment supply and installation or a repair service the business provides? |
| how to | Is the whole query about doing the repair, or about choosing and contacting a contractor? |
| A neighboring city | Is this truly an unsupported service request, or does the name occur in an otherwise relevant query? |
For a clearly irrelevant query, consider a narrow exclusion before blocking a whole category. Check geographic targeting separately; a city-name negative does not establish where a person or property is located.
Apply the exclusion at the right scope
Keep a service-specific exclusion at an appropriate ad-group or campaign scope where supported. Use a shared list only for campaigns that genuinely share the same exclusions, and verify which campaigns use it before editing.
Account-level negatives apply to relevant Search and Shopping inventory across the account. They are a separate control from attaching a shared list to selected campaigns.
Google's Performance Max guidance limits negative keyword effects to Search and Shopping inventory. Do not describe them as exclusions across every channel. Review the applicable controls for each campaign type.
Keep a change record and evaluate outcomes
- Record the query or pattern, the reason it does not fit, and the evidence used.
- Choose the match type and scope, then check for conflicts with legitimate services and offers.
- Save the change date and review subsequent spending and qualified-lead results.
- Investigate lost relevant traffic or unintended exclusions and revise the list when needed.
Choose a review cadence that fits traffic volume and account changes. A larger list is not itself a sign of better performance. Compare qualified leads and booked work as well as click volume, and allow for delayed outcomes before drawing conclusions.
Reducing irrelevant exposure is a useful control. It does not guarantee a fixed saving, and lower spending alone does not prove that the business is acquiring better customers.