Negative keywords in Google Ads: guide 2025
Index
What are negative keywords
Why they are important in 2025
Types of negative concordance
How to find effective negative words
Common mistakes to avoid
Real cases: before and after
Base list of refusals by industry
Conclusion
1. What are negative keywords?
Negative keywords are those that tell Google in which searches you don't want to appear. For example, if you offer paid services and someone searches for "free course", you can exclude the term "free" so that your ads are not activated in that search. They are key to filter out non-relevant traffic.
2. Why they are important in 2025
With automation becoming more and more prevalent in Google Ads, it is common for the algorithm to try to expand the reach too much. This can attract irrelevant and costly clicks. Refusals work as a smart barrier to protect your budget and increase traffic quality.
3. Types of negative concordance
In 2025, three types of negative matching are still in effect:
Negative broad match: excludes searches containing all words, in any order.
Negative phrase matching: excludes searches that include the exact phrase in that order.
Negative exact match: excludes only that exact search.
A common mistake is to think that they work the same as positive concordances, but they have their own rules.
4. How to find effective negative words
There are several ways to identify which words you should exclude:
Constant review of the search terms report in your campaigns.
Use of tools such as SEMrush, Ahrefs or Google Trends to detect erroneous search intentions.
Listen to your clients: many times they ask for things you don't have, and that gives you clues.
Consult forums, Reddit or Quora to see how people formulate searches related to your field.
5. Common mistakes to avoid
Do not review the search term report at least once a week.
Using too many exact negatives that limit the scope too much.
Do not apply ad group or campaign level denials as appropriate.
Copy generic lists without checking if they fit your business.
6. Real cases: before and after
A sports supplement store was getting clicks with searches like "creatine side effects" or "how to make homemade protein". After implementing an intent-based negative list, CPC dropped by 23% and CTR increased by 18%. It's not magic: it's control.
7. Base list of refusals by industry
Professional services: free, course, how to, requirements, salary, employment
E-commerce: homemade, second hand, used, pdf, template
Online education: free, forum, pirate, crack, download
Real estate: plans, decoration, unsecured, mortgage
Lawyers: complaint, prosecution, police, free, public defender
Aesthetics: side effects, complications, risks
These lists must be adapted to each campaign. Always test and adjust.
Conclusion
Negative keywords are one of the most powerful but least used filters in Google Ads. Using them well can make the difference between a profitable campaign and one that burns budget without results. In a world where algorithms automate everything, having control over what traffic you don't want to attract is more important than ever. Review, optimize and make negatives your best digital cleaning tool.
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