How To Use Negative Keywords Improve Google Ads Performance
We’ve all heard it: Stay positive. Look on the bright side. Don’t be negative.
Well, toss that advice out the window—because when it comes to Google Ads, strategic negativity is exactly what you need.
If you’re not using negative keywords, your ads could be burning through your budget faster than a toddler in a candy store with your credit card. Let’s break down why “being negative” is a smart move for your ad campaigns.
What Are Negative Keywords?
In simple terms, negative keywords tell Google:
“If someone searches for this, don’t show my ad.”
Think of it as politely declining to talk to people who aren’t looking for what you offer.
When Being “Negative” Pays Off
Let’s say you’re running ads for an HVAC contractor who installs central air systems—but not ductless mini splits. If you’re showing up for terms like “mini split unit” or “ductless AC near me,” you’re paying for clicks from people who don’t want what you offer.
You’re essentially yelling “We sell tacos!” to people looking for sushi.
This is where negativity shines.
The “Ductless Drama” Example
In a recent discovery call, we reviewed a potential client’s Google Ads account and found these search terms:
- “ductless air conditioner where to buy”
- “mini split unit”
- “ductless heat pump”
Since the client doesn’t offer ductless systems, we added “ductless” and “mini split” as negative keywords—at the campaign level, to stop the budget drain.
What If You Do Offer That Service?
Great point—and a common pitfall. If you do want to advertise for ductless or heat pumps, that should have its own dedicated campaign, budget, and landing page.
This level of organization is part of every SC Digital Google Ads audit and strategy session.
How to Use Negative Keywords Effectively
Here’s how to keep your budget safe:
- Review search terms regularly. See what people actually search for when they click your ads.
- Think in themes. If you don’t offer “repair,” “DIY,” “cheap,” or “free,” add them as negatives.
- Apply negatives at the right level. Use ad group, campaign, or account-level negatives as needed.
- Be selective. Not every click is a good click—protect your budget like your Netflix password.
Smart Negativity = Better Results
Being “negative” in your Google Ads doesn’t mean you’re pessimistic—it means you’re smart and strategic.
Don’t chase more traffic. Go after the right traffic.
Ready to stop wasting ad spend?
Book your free Google Ads audit today and see where you can save.