Short answer: add these as phrase-match negatives at campaign level (or as a shared list), then check your search terms report every week and add new ones. Download the CSV.
The starter negative keyword list
| Category | Negative keywords (phrase match) |
|---|---|
| Jobs & careers | jobs, job, hiring, vacancy, career, careers, salary, internship, fresher, resume, interview |
| Learning & DIY | course, courses, training, institute, classes, certification, tutorial, learn, how to, what is, pdf, notes, syllabus, youtube |
| Free & cheap | free, cheap, cheapest, discount code, coupon, sample, template |
| Wrong product | adsense, play store, gmb, google my business, business profile, listing, seo, ranking, first page |
| Research only | reddit, quora, wikipedia, meaning, definition, example, review, complaint |
| Login & support | login, sign in, customer care, helpline, phone number, refund, support |
Built from real search terms that wasted budget in service-business campaigns I manage in India.
How to add it in Google Ads
- Go to Tools → Shared library → Negative keyword lists and create a list.
- Paste the keywords, one per line. Put each in quotes for phrase match, e.g. "jobs".
- Apply the list to your Search campaigns.
- Every week, open the search terms report and add anything irrelevant.
Be careful with these
- "near me": block it only if you serve customers remotely. Local businesses usually want these searches.
- "free": if you offer a free consultation and use "free" in a keyword, this negative will block it. Check for conflicts in Google Ads.
- "cost" and "price": price searches can be buyers comparing options. Watch them for a week before blocking.
How I can help
A clean negative list is one of the first things I set up in every account. On a free 30-minute call I open your account with you, show you what I'd fix first, and give you a 90-day plan you can keep, whether or not you hire me. See how I work or what Google Ads costs in India.
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Frequently asked questions
What are negative keywords in Google Ads?
Words or phrases that stop your ad from showing for searches you don't want, such as jobs, courses or free information.
Should negative keywords be phrase or exact match?
Phrase match is a good default for single words like "jobs". Use exact match to block one specific search without blocking longer ones.
How often should I add negative keywords?
Check the search terms report weekly, and daily in the first two weeks of a new campaign.
Can negative keywords block good searches?
Yes. Google Ads warns you about conflicts. Check that no negative blocks one of your own keywords.
Written by Sunjot Singh, Google Ads specialist. Last updated 1 October 2026.