How to Add Negative Keywords in Google Ads (Campaign vs Ad Group, Match Types)
Found the waste — now add the negative at the right level. Step-by-step from the Search Terms Report, campaign vs ad group scope, shared lists, and exact vs phrase vs broad negatives.
You found a search term that should not trigger your ads. The next move is not instinct — it is scope and match type. Add a negative keyword at the wrong level or with the wrong match type and you can block demand that still converts.
This guide covers how to add negative keywords in Google Ads: from the Search Terms Report, at campaign vs ad group level, via shared lists, and with the right negative match types. If you are still hunting waste, start with how to find negative keywords in Google Ads.
Before you add anything
Adding a negative is a governance decision: you are telling Google not to show ads for a class of queries. Run a quick check before you click save:
- Is the intent clearly wrong for this offer — not just expensive this week?
- Do related queries still convert? Check assisted conversions where you can.
- Is this one loud query, or a pattern across many rows? Patterns deserve phrase or broad negatives; one-offs often deserve exact.
For a structured pass before you block anything, use our search term audit checklist.
Add negatives from the Search Terms Report
Google Ads → Campaigns → Insights and reports → Search terms
- 1Select the query (or queries) you want to exclude.
- 2Click Add as negative keyword (or the equivalent action in your UI).
- 3Choose ad group or campaign — see the next section for which to pick.
- 4Confirm the negative match type (exact is the common default from this flow).
- 5Save and note what you blocked so you can review impact in 2–4 weeks.
Exclusions added from the report are usually negative exact match by default — one specific query shape, not every variation of the words. That is intentional: Google starts narrow so you widen the rule on purpose.
Campaign vs ad group: where to add negative keywords
Negative keywords inherit from the level you choose. There is no universal “best” — only whether the waste is local to one theme or true for the whole campaign.
| Level | What it blocks | Use when |
|---|---|---|
| Ad group | Queries for ads in that ad group only | Waste is tied to one theme (e.g. “jobs” on a hiring ad group, not your product ad group) |
| Campaign | Queries across all ad groups in the campaign | The irrelevant intent applies everywhere in that campaign (e.g. “free” on a paid-SaaS campaign) |
| Account negative keyword lists | Shared lists applied to one or more campaigns | The same exclusions should apply account-wide (brand rules, legal, global “free” policy) — audit lists quarterly |
When two ad groups sell different offers, a campaign-level negative can be too blunt. When every ad group shares the same customer and the query is nonsense for all of them, campaign level is faster and easier to maintain.
Add negatives from Keywords and shared lists
You do not have to start from a search term row. In the Google Ads UI, open a campaign or ad group → Keywords → Negative keywords to type or paste terms you already identified offline.
For account-level negative keyword lists, use Tools → Shared library (or the equivalent in your account) to create a list and apply it to campaigns. Lists are powerful for consistency — and risky when a list written for one product ships to every campaign without review.
Negative keyword match types (quick guide)
Match type controls how aggressively a negative applies. When in doubt, go narrower first and widen only with evidence.
- Negative exactBlocks that specific query (or close variant Google treats as the same). Best for one bad search term when the words might still work in other queries.
- Negative phraseBlocks queries that contain the phrase in order. Best when a phrase consistently signals bad intent (e.g. "how to get free").
- Negative broadBlocks queries that contain all terms in any order. Best when you have repeated proof across many variations — highest risk of blocking converters if applied too early.
For examples with tables (exact vs phrase vs broad), see the match-type section in our negative keywords guide.
After you add: keep waste from coming back
A negative keyword fixes one rule. New queries appear every week — especially with broad match and automated bidding. Re-open the Search Terms Report on a cadence, or run an audit when spend spikes without conversions.
If you want decisions you can revisit later (what was blocked, why, and what was protected), that is search ads governance — not a longer negative list. For a process view, see how to stop wasted ad spend in Google Ads.
Upload your Search Terms Report — AdKinex surfaces patterns and reasoning so you pick the right scope and match type before negatives go live.
Run a search term auditFrequently asked questions
How do I add negative keywords in Google Ads?
From the Search Terms Report, select a query and choose Add as negative keyword, then pick ad group or campaign and confirm the match type. You can also add negatives under Keywords → Negative keywords at campaign or ad group level, or attach account-level negative keyword lists for shared exclusions.
Should negative keywords be at campaign or ad group level?
Use ad group negatives when only one theme should be blocked. Use campaign negatives when the waste applies everywhere in that campaign. Use account-level negative keyword lists when the same exclusions should apply across multiple campaigns — but verify each list still makes sense per offer and match type.
What negative keyword match type should I use first?
Start narrow: negative exact when one query is clearly wrong but the underlying words may still convert elsewhere. Move to negative phrase when a phrase consistently signals bad intent. Use negative broad only when you have repeated evidence across many queries — broad negatives block more traffic and are easier to over-apply.
What happens when I add a negative from the Search Terms Report?
Google Ads typically adds it as a negative exact match by default. That blocks that specific query pattern without automatically excluding every variation. Review the match type before saving if you meant to block a broader phrase or word combination.