---
title: "Google Ads Negative Keywords: Cut Wasted Clicks — IT Deweloper"
description: "We set up Google Ads negative keywords as a shared list for the whole account: ads stop showing for informational and random queries, and the budget goes to enquiries."
url: "https://it-deweloper.pl/en/web/ads/negative-keywords"
date: "2026-11-14T21:06:12+00:00"
language: "en-GB"
---
[Skip to main content](#tm-main)
- [ Home](https://it-deweloper.pl/en "IT Deweloper web studio home page")
- [Contact](https://it-deweloper.pl/en/contact "Contact the IT Deweloper web studio")
- [ +48 731 190 041](tel:+48731190041 "Phone")
- [ office@it-deweloper.pl](mailto:office@it-deweloper.pl "E-mail")
- [ Nowogródzka 4A, Białystok, Poland](https://maps.app.goo.gl/BNjvryytwRyv4omA7 "Address")
- [ WhatsApp](https://wa.me/48731190041 "WhatsApp")
- [ Telegram](https://t.me/+48731190041 "Telegram")
- [Solutions](https://it-deweloper.pl/en/web "IT Deweloper's web development solutions")
- [How we workStages of work](https://it-deweloper.pl/en/web/process "Website development stages and timelines")
- [SEOSearch engine optimization](https://it-deweloper.pl/en/web/seo "SEO promotion: optimization, links, positions in Google")
- [GEOWebsite promotion in AI](https://it-deweloper.pl/en/web/geo "GEO optimization: website promotion in ChatGPT, Gemini and Perplexity answers")
- [AIArtificial intelligence on the website](https://it-deweloper.pl/en/web/ai)
- [JoomlaWebsite management system](https://it-deweloper.pl/en/web/joomla "Joomla website development")
- [GoogleGoogle services setup](https://it-deweloper.pl/en/web/google "Google services setup for your website")
- [Google AdsPPC advertising](https://it-deweloper.pl/en/web/ads "Google Ads advertising setup")
- [Cost](https://it-deweloper.pl/en/cost "Rates and cost of services")
- [PricingIndicative website development prices](https://it-deweloper.pl/en/cost/pricing "Website development prices")
- [CalculatorSelf-service online estimate](https://it-deweloper.pl/en/cost/calculator "Calculate your website cost online")
- [BriefGet an accurate project quote](https://it-deweloper.pl/en/cost/brief "Fill out the website development brief")
- [Portfolio](https://it-deweloper.pl/en/portfolio "Portfolio and examples of our work")
- [About us](https://it-deweloper.pl/en/about "About the founder — Victor Parhimchik")
- [FAQ](https://it-deweloper.pl/en/faq "Frequently asked questions about website development")
- [Blog](https://it-deweloper.pl/en/blog "Articles on website development and promotion")
- [ Русский ](https://it-deweloper.pl/ru/web/ads/negative-keywords)
- [ Polski ](https://it-deweloper.pl/pl/web/ads/negative-keywords)
- [ Беларуская ](https://it-deweloper.pl/be/web/ads/negative-keywords)
- [ English ](https://it-deweloper.pl/en/web/ads/negative-keywords)
-  English
- [ Русский ](https://it-deweloper.pl/ru/web/ads/negative-keywords)
- [ Polski ](https://it-deweloper.pl/pl/web/ads/negative-keywords)
- [ Беларуская ](https://it-deweloper.pl/be/web/ads/negative-keywords)
- [ English ](https://it-deweloper.pl/en/web/ads/negative-keywords)
[ ](https://it-deweloper.pl/en) [ Menu
](#tm-dialog)
- [ Home](https://it-deweloper.pl/en "IT Deweloper web studio home page")
- [Contact](https://it-deweloper.pl/en/contact "Contact the IT Deweloper web studio")
- [ +48 731 190 041](tel:+48731190041 "Phone")
- [ office@it-deweloper.pl](mailto:office@it-deweloper.pl "E-mail")
- [ Nowogródzka 4A, Białystok, Poland](https://maps.app.goo.gl/BNjvryytwRyv4omA7 "Address")
- [ WhatsApp](https://wa.me/48731190041 "WhatsApp")
- [ Telegram](https://t.me/+48731190041 "Telegram")
- [Solutions](https://it-deweloper.pl/en/web "IT Deweloper's web development solutions")
- [How we workStages of work](https://it-deweloper.pl/en/web/process "Website development stages and timelines")
- [SEOSearch engine optimization](https://it-deweloper.pl/en/web/seo "SEO promotion: optimization, links, positions in Google")
- [GEOWebsite promotion in AI](https://it-deweloper.pl/en/web/geo "GEO optimization: website promotion in ChatGPT, Gemini and Perplexity answers")
- [AIArtificial intelligence on the website](https://it-deweloper.pl/en/web/ai)
- [JoomlaWebsite management system](https://it-deweloper.pl/en/web/joomla "Joomla website development")
- [GoogleGoogle services setup](https://it-deweloper.pl/en/web/google "Google services setup for your website")
- [Google AdsPPC advertising](https://it-deweloper.pl/en/web/ads "Google Ads advertising setup")
- [Cost](https://it-deweloper.pl/en/cost "Rates and cost of services")
- [PricingIndicative website development prices](https://it-deweloper.pl/en/cost/pricing "Website development prices")
- [CalculatorSelf-service online estimate](https://it-deweloper.pl/en/cost/calculator "Calculate your website cost online")
- [BriefGet an accurate project quote](https://it-deweloper.pl/en/cost/brief "Fill out the website development brief")
- [Portfolio](https://it-deweloper.pl/en/portfolio "Portfolio and examples of our work")
- [About us](https://it-deweloper.pl/en/about "About the founder — Victor Parhimchik")
- [FAQ](https://it-deweloper.pl/en/faq "Frequently asked questions about website development")
- [Blog](https://it-deweloper.pl/en/blog "Articles on website development and promotion")
Google Ads Advertising Setup
# Google Ads Negative Keywords
We block queries your ads should not show for: informational searches, “free”, job hunting, other services and random phrases. We gather negative keywords into a shared list for the whole account, so new campaigns are protected at once. The budget stops going on clicks with no chance of an enquiry, and the cost per enquiry drops.
---
## What negative keyword setup includes
Even precise keywords catch unwanted queries: people look for instructions, jobs, free options or a different service altogether. Negative keywords close these impressions. We collect them from real queries, keep them as one list and add to it regularly. Click an item to read more.
### Query analysis
We look at the phrases people actually see and click your ads for
- [Search terms report](#)Google shows exactly which phrases people typed before clicking. Queries that have nothing to do with your service stand out at once.
- [Starter list](#)Even before launch we add typical negatives: “free”, “DIY”, “jobs”, “download”. This protects the budget from day one.
- [Competitor queries](#)If you do not want to show for other brands’ names or services you do not offer, we block those too.
**Result:** you can see where the budget goes.
### Shared list
Negative keywords sit in one list and protect every campaign in the account
- [An account-wide list](#)We create a shared negative keyword list and attach it to all campaigns. A new campaign is protected straight away, with no manual copying.
- [Lists by topic](#)We keep separate lists for “jobs”, “free”, “training” and “locations”. They are easy to attach and review.
- [No conflicts](#)We check that a negative keyword does not block your own key phrases. Otherwise ads silently stop showing for the queries you need.
**Result:** one rule for all campaigns.
### Regular cleaning
The search terms report changes weekly, and the negative list grows with it
- [First weeks](#)After launch we review the search terms report every week. This is when most unwanted phrases turn up.
- [Then monthly](#)Once the campaign is stable, a monthly check is enough. New unwanted queries still appear, just less often.
- [Broad match](#)If the campaign runs on broad match, cleaning matters even more. Without it, Google stretches impressions to ever more distant phrases.
**Result:** the campaign does not sprawl over time.
## Negative keywords per campaign or as a shared list
Negative keywords can be added to each campaign separately or kept in a shared list. The difference shows once you have more than one campaign.
| | In each campaign | Shared account list |
|---|---|---|
| A new campaign | Unprotected until you copy the words | Protected as soon as the list is attached |
| Updating | Every campaign has to be edited | One edit applies everywhere |
| Control | Easy to forget and miss | The whole list in one place |
| When it fits | The word only hurts one campaign | The word is wrong for the whole business |
## When negative keyword setup is needed
Negative keywords are always needed, but in some situations their absence is especially costly. These are the most common.
- [Empty clicks ](#)
- [Broad reach ](#)
- [Many campaigns ](#)
- [Group conflict ](#)
- [Account audit ](#)
### Lots of clicks, no enquiries
If ads bring people in but they do not call, the first thing we check is the search terms report. Most often it contains phrases that should never have shown your ads.
We block unwanted queries with negative keywords and watch how the cost per enquiry changes. The effect is usually visible within a week.
What we find most often
- “DIY” and “how to make”
- “free” and “download”
- “jobs” and “vacancies”
- Other services with similar words
### A broad match campaign
Broad match gives reach, but Google also uses it to show ads for queries far from your meaning. Without negative keywords it quickly turns into advertising “about everything”.
Regular cleaning keeps broad match in check: reach remains, and clearly unwanted directions are closed.
How we keep it under control
- Weekly search terms report
- A shared negative keyword list
- A conversion strategy
- Lead tracking for conclusions
### The account has many campaigns
When negative keywords are scattered across campaigns, some are protected and some are not. A new campaign is often launched without them at all.
We gather negative keywords into shared lists and attach them to every campaign. From then on, any edit applies everywhere at once.
What we do
- Collect words from all campaigns
- Split lists by topic
- Attach them to every campaign
- Remove duplicates and conflicts
### Campaigns compete with each other
If two campaigns show for the same query, they split the budget and get in each other’s way. In the report it looks like unexplained jumps in cost per click.
Negative keywords at campaign and group level separate the queries: each query shows one, the most suitable ad.
Signs
- One query in several groups
- Jumps in cost per click
- An ad that does not match the query
- Different pages for the same phrase
### The account was run before us
In long-running accounts negative keywords are often either missing or piled up chaotically. Sometimes the opposite happens: an old negative blocks an important query.
We check all lists, find conflicts with keywords and put things in order. What remains is a clear system that is easy to maintain.
What we check
- Whether there is a shared list
- Conflicts with keywords
- Outdated negative keywords
- Queries without a single enquiry
## How we set up negative keywords
Six steps: from a starter list to regular cleaning that keeps campaigns in check.
01
### Starter list
We add typical unwanted words for your niche before launch.
02
### Shared lists
We create topic lists and attach them to all campaigns.
03
### Search terms
We look at which phrases people actually clicked on.
04
### Adding negatives
We move unwanted phrases into lists with the right match type.
05
### Conflict check
We make sure negatives do not block your key phrases.
06
### Regularity
Weekly in the first weeks, then once a month.
## Who it is for
Negative keywords pay off everywhere, but fastest where a service has many “neighbouring” queries. Most often we work with:
**Those whose ads have “burned” the budget** — we find queries without enquiries and block them
**Companies on broad match** — we keep reach within the bounds of your service
**Accounts with many campaigns** — one shared list protects them all
**New companies** — a starter list protects the budget from day one
**Niches with “free” queries** — we cut out those looking for freebies or DIY
**Companies that are hiring** — we do not pay for clicks on job queries
## What you get
You get an account where ads do not show for informational, free or unrelated queries. Negative keywords are gathered into shared lists, so any new campaign is protected at once, and an edit in one place applies everywhere. Regular cleaning keeps campaigns from sprawling, and the budget stays with people who can become customers.
### What to know before you start
A negative keyword that is too broad can block a needed query, so we check each one for conflicts with key phrases
The advertising budget is paid to Google separately and is not included in the setup price
A negative keyword list is never finished: new unwanted queries appear all the time
## Let’s stop clicks that bring no enquiries
Negative keyword setup is included in campaign setup and launch and is done together with [keyword research](https://it-deweloper.pl/en/web/ads/keywords). The consultation is free: we can start by checking the search terms report in your account.
[All Google Ads services ](https://it-deweloper.pl/en/web/ads)
[Fill in the brief](https://it-deweloper.pl/en/cost/brief)
[Calculator](https://it-deweloper.pl/en/cost/calculator)
## Frequently asked questions about negative keywords
- [What are negative keywords?](#)Words and phrases for which your ads are not shown. For example, “free” or “jobs”, if you do not give services away and do not hire through ads.
- [Why is a shared list better than negatives in a campaign?](#)A shared list is attached to all campaigns at once. A new campaign is protected from day one, and any edit applies everywhere, without manual copying.
- [Will I lose customers because of negative keywords?](#)There is a risk if a negative keyword is too broad. That is why we check each one for conflicts with your key phrases and do not add words “just in case”.
- [Do negative keywords cover synonyms and typos?](#)No, Google does not extend negative keywords to synonyms. So important variants are added separately, including word forms.
- [How often should the list be updated?](#)Every week in the first weeks after launch, then once a month. With broad match we check more often.
- [Where do negative keywords come from?](#)The main source is the search terms report in your account. Plus a typical starter list for your niche, added before launch.
- [Can one list be used for different services?](#)Yes, for common unwanted words such as “free” or “jobs”. Words that are wrong for only one service are added to its campaign separately.
Included in campaign setup and launch
25–185 €
## Build your website
Find out what your website will cost
[ Pricing ](https://it-deweloper.pl/index.php?Itemid=262&lang=en-GB)
### [ Contact ](https://it-deweloper.pl/index.php?Itemid=277&lang=en-GB)
Web studio IT Deweloper website development, Poland. 5423493188
SEOAIAdsWebSMM
### Address
Nowogródzka 4A
Białystok, 15-490, PL
[
### Phone
+48 731 190 041
](tel:+48731190041)
[
### Email
This email address is being protected from spambots. You need JavaScript enabled to view it.
](mailto:office@it-deweloper.pl)
[
### WhatsApp
](https://wa.me/48731190041)
[
### Telegram
](https://t.me/+48731190041)
Opening hours:
- Monday
0900–1800
- Tuesday
0900–1800
- Wednesday
0900–1800
- Thursday
0900–1800
- Friday
0900–1800
- Saturday
0900–1600
- Sunday
closed
Web development can be interesting! Our social media, with content about building websites.
- [](https://www.facebook.com/ITdeweloper)
- [](https://www.linkedin.com/company/it-deweloper)
- [](https://t.me/IT_deweloper)
- [](https://www.instagram.com/it_deweloper/)
**it-deweloper** — a web development studio.
We design and build modern websites and online stores.
© [it-deweloper](https://it-deweloper.pl/en).
All rights reserved.
[Privacy Policy](https://it-deweloper.pl/index.php?Itemid=313&lang=en)