The negative keyword checklist I run before and after every launch

Contents (8 sections)

• The three leak classes
• Before launch: write the campaign boundary
• Deliberate exclusions look different per trade
• Negative match types are not positive match types
• The before-and-after checklist
• Review by spend, but do not stop at spend
• Negative keywords do not fix every leak
• What to do next

Negative keywords tell Google Ads which searches must not show your ad. They work when a search falls outside the trade, buyer, zip code, or job type you sell.

The key word is outside.

A generic negative-keyword list is not a plan. Blocking “commercial,” “cheap,” “near me,” or “emergency” without checking the shop’s offer can kill good calls. The safer path is to sort each search, pick the right scope, and check what the rule might block.

This is the checklist I run before launch and after search terms start coming in. It is the hands-on partner to the negative keyword guide, which holds the full trade lists.

• Write the campaign boundary first.The service, buyer, area, and job types the campaign may buy, before adding a single negative.
• Sort weekly, then decide.Review the search terms report by cost and job fit, mark each term keep, exclude, watch, or route, and log the match type.
• Negatives are a filter, not a fix.They cannot repair loose location settings, weak landing pages, broken form tracking, or missed calls.

Google states that negative keywords block unwanted search terms and focus spend on real buyers. They act as a filter, not a guarantee of booked jobs.

The three leak classes

Most wasted clicks in a local-service account fall into three clear buckets. They are a strong starting point, while the negative keyword guide holds the full per-trade lists.

• DIY and how-to. “how to unclog a drain,” “fix a garage door spring yourself.” These people want free tips, not a truck. They click, read, leave, and cost you money.
• Parts and supply. “where to buy a lock cylinder,” “hvac filter for sale.” These shoppers want a part, not a tech. Click volume looks high in the report, but booked jobs sit near zero.
• Job seekers. “plumber jobs hiring,” “electrician salary,” “cleaning company careers.” Job hunters click your ads fast, and every click is cash you cannot get back.

These queries look like demand in a platform report. In your ledger, they are pure waste. You also need clear rules for tool rentals, trade schools, unserved jobs, out-of-area zip codes, and rival names.

Not every slow search is bad intent. A new service line may just need more data. A pricey click can still turn into a high-ticket install. Some terms belong in a separate campaign rather than on an account-wide block list.

Before launch: write the campaign boundary

Before adding any negatives, write four plain sentences to define what this campaign is allowed to buy.

1. Service: What exact job is this campaign selling?
2. Customer: Which homeowner or business buyer can hire you?
3. Geography: Which zip codes or towns can your crew serve well?
4. Job type: Which jobs do you take, and which do you turn down?

A house cleaning campaign, an office janitorial campaign, and a move-out campaign share words but not the same buyers. One plumber wants “emergency plumber,” “water heater repair,” and “drain cleaning,” while blocking “plumbing jobs,” “plumbing school,” and “how to fix a leaky faucet.” Another shop might sell parts or teach classes. The block list must fit the shop.

Build your seed list from three places: off-target meanings from your service list, Google’s keyword tools, and past search logs, call recordings, CRM notes, and dispatcher feedback. Sort terms into four buckets: block now, watch, route to another campaign, or hold for more proof.

Deliberate exclusions look different per trade

The same search word can be a great lead for one shop and pure waste for another. Use this table to see how offer fit changes the decision.

Negative match types are not positive match types

Google Ads supports broad, phrase, and exact negative keywords in Search campaigns. Negative match types work differently from positive keywords and do not block close variants automatically.

Google handles caps and typos automatically, but synonyms and singular or plural forms often need their own entries. Never assume one negative word blocks every close cousin. Test your real search logs.

The before-and-after checklist

Run this two-part checklist on every campaign. The pre-launch pass stops known waste on day one, and the weekly post-launch sweep catches new leaks early.

A positive keyword list shows what you hoped to buy. The search terms report shows what people actually typed before clicking your ad. Always ask: “What did this person want, and can my crew book that job?”

Review by spend, but do not stop at spend

Sorting by cost spots big leaks fast, but cost alone is not enough. Also check search volume, trade fit, zip code, buyer type, call quality, booked jobs, and gross profit after direct costs.

One strange click may not need a rule. A steady stream of part shoppers or job hunters needs a campaign-level block before it burns real cash. Fewer search terms is not the goal. The goal is putting more of your budget on searches your team can book.

Negative keywords do not fix every leak

Negative keywords only filter search queries. They cannot fix wide-open location settings, mixed-up campaigns, weak landing pages, broken GTM form triggers, missed phone calls, bad CPA goals, or full truck schedules.

I count conservatively: each call and form once, and nothing I cannot show.

Your one-page monthly report

A cleaner search-term report is a control, not proof of profit

Money out Advertising spend, with the irrelevant share identified by query class An overbroad exclusion has no media cost but can remove valuable demand: the cost of a mistake is the opportunity removed.

Measured outcomes Qualified enquiries, booked jobs, completed work, and contribution, with the reason and match type logged for each exclusion Search-term cleanliness is a control measure, not proof of profit. Contribution is estimated at your stated margin and labelled that way.

Decision Keep, exclude, observe, route, or reverse A negative list has no separate payback period. Judge it by the changed mix of spend, enquiries, and booked jobs over a defined period.

Negative keywords reduce some irrelevant exposure. They do not fix location settings, landing pages, call handling, or capacity. I count conservatively: each call and form once, and nothing I cannot show.

What to do next

This checklist is the operational version. The full negative keyword guide explains match-type behavior and the placement decisions the checklist assumes.

Questions owners ask

What are negative keywords in Google Ads?

Negative keywords are terms or phrases used to prevent ads from showing for searches that are outside the campaign's intended service, customer, location, or job type. They are a control layer, not a guarantee of booked jobs.

Should every local-service account use the same negative-keyword list?

No. A seed list can provide ideas, but the final list should follow the business offer, service area, customer type, campaign structure, and observed search terms. A universal template applied without understanding the business can remove valuable demand.

Should I add "cheap" as a negative keyword?

Not automatically. Some price-sensitive searchers can still become profitable customers. Review the actual query, lead quality, booking rate, and contribution before excluding a price-related term.

Should I add "commercial" as a negative keyword?

Only if the campaign cannot serve commercial customers. If the business has a commercial service line, route the query to the right campaign instead of blocking it account-wide.

Should I add "DIY" and "how to" as negatives?

Often, if the business sells completed service rather than education. Check whether those terms could represent a service or content offer before applying a broad exclusion.

What negative match type should I use?

Use broad when every term in the negative concept should block the search under Google's rules, phrase when the phrase itself is the unwanted concept, and exact when you want to block one specific query. Check Google's current behaviour because negative match types differ from positive matching and do not automatically match close variants.

How often should I review the search terms report?

Review frequency should match spend, traffic, query volume, campaign type, and risk. A small account may use a weekly review. A high-spend or rapidly changing account may need more frequent checks.

Do negative keywords work in Performance Max?

Do not assume Search-campaign negative-keyword controls work identically across campaign types. Check the current campaign-specific controls and reporting available in the account before applying a Search workflow to Performance Max.

Can negative keywords guarantee more booked jobs?

No. They can reduce some irrelevant exposure. Bookings still depend on service fit, offer, landing page, calls, forms, qualification, capacity, and tracking.