Google's own documentation on negative keywords notes that they prevent ads from showing on irrelevant searches and improve campaign efficiency. The list below is the starting point any account in a service business niche can paste in immediately.
Source: Book the call.
The starter list
Add these at the campaign or account level. Each group blocks searches with intent that does not lead to a booked job.
Free and discount intent
free, cheap, cheapest, discount, coupon, voucher
DIY and information intent
DIY, how to, tutorial, step by step, guide, youtube, reddit
Career and education
jobs, career, apprenticeship, course, training, certification, salary, wage, pay, volunteer
Definition and reference
definition, meaning, what is, examples, manual, history, statistics
Used and resale
used, second hand, refurbished, auction, trademe
Government and public housing
government, council, kainga ora, housing nz, winz
Trade specific additions
Beyond the universal list, each trade has its own pattern of irrelevant searches. A starting point per category:
- Plumbers: diagram, schematic, parts, washer replacement
- Electricians: wiring diagram, voltage chart, circuit testing
- Roofers: roof tiles for sale, used roofing, roofing material price
- Painters: paint colour chart, mixing ratio, paint comparison
- Builders: building consent, lbp, master builders membership, building act
Maintaining the list
Open the Search Terms report fortnightly. Sort by cost. Add the most expensive irrelevant queries to the negatives list. Repeat. Over a few months the list becomes a tailored fit for the niche and the local market.
Source: Google Ads Help, See the search terms that triggered your ad.
If you want help building a custom negative list from your own Search Terms report, the strategy call covers it.
Edited by a human.