Google Ads Negative Keywords: A Ready-Made List

How they work

If you advertise "labor lawyer" and someone searches "labor lawyer jobs", your ad may show, and you pay if they click. With "jobs" as a negative keyword, the ad stops showing for that search.

There are three types:

Broad: blocks searches that contain all the words, in any order.
Phrase: blocks searches that contain the phrase in the same order.
Exact: blocks only that exact search.

Campaigns in Brazil run in Portuguese, so the actual list should be in Portuguese. The English terms below show the idea; the Portuguese version of this guide has the terms to paste.

Basic list (works for almost any business)

free · course · class · tutorial · pdf · how to · do it yourself · job · jobs · hiring · internship · salary · used · template · download · what is · meaning · complaints

Note: "what is" and "how to" can be useful if you sell courses or publish content. Review before blocking.

Lists by industry

Health and clinics: college · residency · shift · home remedy · leaflet · public health system (if you do not serve it)
Legal: petition template · case law · bar exam · public defender · small claims without a lawyer · full text of the law
Home services: parts · manual · wiring diagram · how to fix · hardware store
Online store: wholesale (if retail only) · used · repair · manual · complaint · tracking
B2B and software: free · open source · cracked · download · freelancer · for students

How to find new negatives

In Google Ads, open Keywords → Search terms. It lists the real searches that triggered clicks. Every week, add as negatives anything unrelated to what you sell. In the first weeks of a campaign, this review makes a big difference to cost.

It is one of the ongoing tasks of a Google Ads manager.

Frequently asked questions

How many negative keywords should I use?

There is no right number. Start with the basic list and add terms that show up in your search terms report. Mature accounts often have hundreds.

Can I block a keyword I actually wanted?

Yes, by mistake. That is why you should review the list before applying it and check that no negative blocks a keyword you want to advertise on.

Where do I add negative keywords?

In a negative keyword list at account level (which can be applied to several campaigns), or directly in a campaign or ad group.

Want to know how much to invest?

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Google Ads negative keywords: a ready-made list by industry