Negative Keyword Strategy for Google Ads in 2026

#01Which layer does what?

#02How do negative match types behave?

Negative keywords are literal. Google's example: the negative broad keyword flowers blocks "red flowers" but not "red flower". So:

• Add singular and plural versions.
• Add common misspellings for high-cost terms.
• Use negative exact to remove one query without blocking longer ones that convert.

#03How do negatives work in Performance Max?

You can add campaign-level negative keywords and apply negative keyword lists to Performance Max. They apply to Search and Shopping inventory only. For Display and YouTube, use excluded content keywords in Content suitability. Google shows predicted performance before you add negatives, which helps you see what you might lose.

#04How do you find negatives quickly?

• Sort the search terms report by cost with zero conversions.
• Look at single words that repeat across poor terms (an n-gram view). Lesson 19 has a script that does this.
• Check the Performance Max search terms report (lesson 13).

Our view: a monthly 30-minute negative review saves more money than most bid strategy changes.

#05How do you build the layers, step by step?

1. Account level. Go to Admin → Account settings → Negative keywords and add terms you never want anywhere.
2. Shared lists. In Tools → Shared library → Exclusion lists, create themed lists such as "DIY and education intent", "Competitor names" and "Existing customers and support". Apply them to the campaigns that need them.
3. Campaign negatives. Use these to route traffic: for example, add your brand as a negative exact in non-brand campaigns if you can't use brand exclusions.
4. Ad group negatives. Use them sparingly, to stop two ad groups competing for the same query.
5. Brand exclusions. Apply brand lists to non-brand Search and Performance Max.
6. Review monthly. Check that no negative is blocking traffic you want.

#06Which match type should a negative use?

Because negatives don't match close variants, add singular, plural and common misspellings yourself.

#07How do you check a negative won't block good traffic?

Before adding a negative, search your converting terms for the word:

1. Filter the search terms report for the word.
2. If any of those terms converted, use a narrower negative (phrase or exact), or add the negative at ad group level only.
3. After adding, check impressions on related keywords for a week. A sudden drop means the negative is too broad.

Google Ads also flags conflicts where a negative blocks one of your own keywords. Check for these warnings in the Recommendations or keyword status.

#08What edge cases catch people out?

• Limits. Account-level lists hold up to 1,000 keywords; shared lists 5,000 each, 20 per account. Large legacy lists hit these limits; clean them before adding more.
• Performance Max scope. Negatives cover Search and Shopping inventory in Performance Max. They don't stop YouTube or Display placements; use content exclusions there.
• Competitor negatives. Blocking Competitor A-D names stops comparison searches as well. If you want those, run a dedicated competitor campaign instead.
• Languages. Negatives are literal, so add translations for each market you run in.

#09Practitioner hacks for negatives

• Start every new account with a "never" list. Jobs, salary, careers, login, support and free are common starting points; adapt them to your business.
• Name lists clearly ("Never", "Learning intent", "Competitors") so anyone can see what each one is for.
• Review negatives as well as search terms. A negative added two years ago may now block a product you launched last month.
• Prefer negative phrase over broad for two-word ideas, so you block the phrase without blocking each word everywhere.
• Keep a change log for negatives. When traffic drops, it's the first place to check.

#10Questions to ask in a negative review

1. Which lists exist, and which campaigns use them?
2. Did any negative block a converting term in the last 90 days?
3. Are brand exclusions in place for non-brand campaigns and Performance Max?
4. Are negatives translated for each market?

#11A 30-minute audit for this lesson

1. Export negatives at account, list, campaign and ad group level.
2. Check list limits: account list, 20 shared lists, 5,000 per list.
3. Search converting terms for each broad negative word.
4. Check brand exclusions in Performance Max and non-brand Search.
5. Check for conflict warnings where a negative blocks a keyword.
6. Log what you add and remove.

#12Key terms

#13Common scenarios and fixes

Traffic to a new product dropped to zero. Diagnosis: An old broad negative contained the new product's main word. Fix: Search the negative lists for the word, replace it with a narrower phrase or exact negative, and check impressions return.

Performance Max still shows on careers searches. Diagnosis: The negative was added to Search campaigns only. Fix: Add it to the account-level list or apply the list to Performance Max.

Costs for support searches keep rising. Diagnosis: Customers search the brand plus "login" and click ads. Fix: Add login and support terms to the shared support list for all campaigns except brand, or send them to a help page.

#14Worked example: Ledgerline's negative layers

Ledgerline is a fictional accounts-payable software company. Details and numbers are illustrative.

Ledgerline moved 40 job and login negatives to the account list, created a shared "Competitors A-D" list for its non-brand campaigns, and applied a brand exclusion for its own brand to Performance Max so brand searches stayed in the brand Search campaign. A plural check found "invoice template" blocked but "invoice templates" still spending, so both went in.

Walkthrough: the lists Ledgerline built

A separate competitor campaign targets comparison searches for Competitor A and B with its own ads, so the shared list keeps those searches out of the main campaigns without losing them.

After the first month, the team removed "template" from the learning list because "invoice approval template" was converting on a trial offer.

#15Try it yourself

1. Export your negative keywords at all levels.
2. Sort them into the layers above. Note duplicates and contradictions.
3. Check each broad negative against converting search terms from the last 90 days.
4. Create one shared list and apply it to the right campaigns.

#16Quick quiz

1. Will the negative broad keyword "flower" block "red flowers"?

Answer: No. Negatives don't match close variants, so you need to add the plural too.

2. Do negatives in Performance Max apply to YouTube placements?

Answer: No. They apply to Search and Shopping inventory only.

3. How many shared negative lists can an account have?

Answer: 20, with up to 5,000 keywords each.

#17What should you check before the next lesson?

• Create or review your account-level list.
• Build one shared list for themes you reuse.
• Add plurals and misspellings for your top 10 negatives.
• Apply your lists to Performance Max campaigns.

Next: Responsive search ads, pinning and assets. Or return to the Google Ads for Marketers track.

#18Common questions

Do negative keywords match close variants? No. Google says negative keywords don't match close variants. Excluding the broad negative flowers blocks red flowers but not red flower, so add plurals and common misspellings.

Can I add negative keywords to Performance Max? Yes. Campaign-level negatives and negative keyword lists apply to Performance Max Search and Shopping inventory. Google also shows predicted impact before you add them.

What are the negative keyword limits? Up to 1,000 account-level negatives, 20 shared lists per account with up to 5,000 keywords each, and 10,000 negatives per campaign.