Negative Keywords: The Fastest Way to Cut Wasted Google Ads Spend
TL;DR: Negative keywords tell Google which searches should not trigger your ads, so you stop paying for clicks that were never going to buy (think “free”, “jobs”, “DIY”, “cheap”). Reviewing your Search Terms report and adding negatives is usually the single fastest way to cut wasted spend, often without touching anything else.
Last updated: 28 June 2026 Reading time: 7 minutes
What you’ll learn
- What negative keywords are, in plain language
- How to find the searches wasting your budget
- The common negatives almost every account should have
- How often to do this (and why it’s never “done”)
What are negative keywords?
A normal keyword tells Google when to show your ad. A negative keyword tells Google when not to.
Without negatives, broad keywords can trigger your ad for searches you’d never want to pay for. If you sell premium installations and someone searches “free quote template” or “DIY guide”, a loose keyword might still show your ad, and every click costs you money for a visitor who was never a customer.
Add those terms as negative keywords and Google stops showing your ad for them. Your budget concentrates on searches that can actually become sales.
This is a practical fix from the main guide: Why Are My Google Ads Not Working?
How to find the searches wasting your budget
The goldmine is the Search Terms report. It shows the actual phrases people typed before clicking your ad, which is not the same as the keywords you added.
- In Google Ads, open a campaign or ad group and go to the Search terms report.
- Sort by cost or clicks.
- Read down the list and flag anything irrelevant to what you sell.
- Add those as negative keywords (at ad group, campaign, or account level).
You’ll almost always find searches that surprise you, money quietly leaving on terms you’d never have chosen. Cutting them is immediate, lasting savings.
Common negative keywords almost every account should have
Most South African accounts benefit from excluding searches that signal “not a buyer”. Adjust to your business, but these come up constantly:
| Category | Example terms |
|---|---|
| Job seekers | jobs, vacancy, salary, careers, learnership |
| Freebie hunters | free, freeware, cheap, discount, sample |
| DIY researchers | DIY, how to, tutorial, template, course |
| Wrong intent | meaning, definition, wikipedia, images |
| Irrelevant brands/products | (competitors or products you don’t offer) |
A word of caution: don’t add negatives blindly. “Cheap” might be worth excluding for a premium service, but fine for a budget offer. Always judge against your customer.
Why this is the fastest win in most accounts
Negative keywords are powerful because they cut waste without needing more budget, new ads, or a redesign. You’re not adding cost, you’re stopping a leak.
If an account is spending 30-40% of its budget on irrelevant searches (which is common when no one is reviewing search terms), a single good negative-keyword session can effectively recover a big chunk of budget and redirect it to clicks that convert. That’s why it’s the first thing worth checking when an account “isn’t working”.
See also: Getting Clicks But No Conversions? – wrong search terms is one of the top causes.
How often should you do it?
This is never “done”. New search terms appear constantly as people phrase things in new ways, so the report keeps refilling.
A sensible rhythm:
- New campaigns: review search terms 2-3 times a week early on, when junk traffic is highest.
- Established campaigns: a thorough review at least monthly.
- Always: after any big change (new keywords, broader match types, budget increases).
A managed account should show new negative keywords being added regularly. If months pass with none, the account probably isn’t being actively looked after.
Frequently asked questions
What are negative keywords in Google Ads?
Negative keywords are terms you tell Google should not trigger your ads. They stop your budget being spent on irrelevant searches (like “free” or “jobs”), so more of your spend reaches people who can actually buy.
How do I find negative keywords to add?
Use the Search Terms report in Google Ads. It shows the actual phrases people searched before clicking. Flag anything irrelevant to what you sell and add those as negative keywords.
Will negative keywords lower my costs?
They lower wasted costs. By preventing clicks from irrelevant searches, negatives concentrate your budget on relevant traffic, which usually improves your cost per lead even if total spend stays the same.
Can I add too many negative keywords?
Yes. Over-aggressive negatives can block valid searches and shrink your reach too far. Add negatives based on the actual search terms report and your real customer, not guesses, and review the impact.
How often should I review search terms?
Frequently for new campaigns (a few times a week early on) and at least monthly for established ones. New search terms appear all the time, so it’s an ongoing task, not a once-off.
Related reading
- Why Are My Google Ads Not Working? (pillar)
- Getting Clicks But No Conversions?
- How Much Do Google Ads Cost in South Africa?
- What Does Google Ads Management Cost in South Africa?
About the author
Quinton Marks is a Google Ads specialist based in Cape Town. He has 7+ years of experience managing campaigns across Coalition Technologies, Incubeta (Australia), and Pattrns (UK), and now runs Q Marketing, a specialist Google Ads service for South African SMBs.