Short answer
A negative keyword generator builds a list of words and phrases that stop your ads from showing on searches you do not want, such as job, free or DIY searches. Negative keywords do not match close variants, so plurals and synonyms must be added separately. Your ad might still show on a search longer than 16 words if the negative comes after the 16th word.
How to use the Negative Keyword Generator
- Pick your industry and list the services you offer and the ones you do not.
- Add the customers you do not serve and, if useful, the locations you do not cover.
- Review the starter library terms and the extra terms the AI adds for your business.
- Read each term's reason and keep only the searches you never want to pay for.
- Copy the list, download the CSV, or use the Editor paste format for Google Ads Editor.
How does a negative keyword generator work?
Negative keywords tell Google which searches should not trigger your ads. This generator builds that list for you in categories, and gives every term a suggested negative match type and a reason, so you can see why it is there before you add it.
It works in two layers. The built-in starter library gives you a first list without AI. The AI then adds terms for your business, based on the services, customers and places you say you do not want.
Which negative keyword categories does it cover?
Here is what each category catches, with fictional examples for a plumbing company:
| Category | Example negatives | Who it filters out |
|---|---|---|
| Jobs and careers | jobs, hiring, salary, apprenticeship | People looking for work, not a plumber |
| Free and cheap | free, cheapest, coupon | Bargain hunters; review these if you compete on price |
| DIY and how-to | how to, diy, yourself, tutorial | People planning to do the job themselves |
| Training and education | course, certification, school, classes | People who want to learn the trade |
| Wrong service | septic pumping, well drilling | Searchers you cannot help, if you do not offer these |
| Wrong customer | wholesale, commercial | Customers outside your market, if you only serve homes |
| Research | meaning, definition, history | People gathering information |
| Locations | towns or states you do not cover | Searches that name places outside your area |
Starting from scratch? The Keyword Idea Generator suggests negatives alongside its keyword ideas.
How do negative keyword match types work?
Each negative match type blocks a different set of searches. With the negative plumbing jobs as the example, this is how Google's rules for negative keywords play out:
| Negative match type | Blocks | Does not block |
|---|---|---|
| Negative broad: plumbing jobs | jobs in plumbing near me (all the words, any order) | plumbing job openings ("job" is not "jobs") |
| Negative phrase: "plumbing jobs" | plumbing jobs near me (same words, same order) | jobs in plumbing |
| Negative exact: [plumbing jobs] | plumbing jobs, and nothing longer | plumbing jobs near me |
Negative broad is the default when you add a negative without symbols, and it blocks the most. Use it for words that are never good news, and switch to phrase or exact when a word is only bad in a certain combination.
Why does the list include plurals and synonyms?
Your normal keywords match close variants, so a keyword can show your ad for a plural or a misspelling. Negatives do not. Google says plainly that negative keywords won't match to close variants or other expansions, so a negative "career" leaves "careers" open.
That is why the generator adds the common forms for you, such as job, jobs, career and careers. There is one more gap: if a search is longer than 16 words and your negative comes after the 16th word, your ad might still show.
What are Google's negative keyword limits?
The ceilings are high. These are Google's account limits for negatives:
| Limit | Maximum |
|---|---|
| Negative keywords per campaign | 10,000 |
| Keywords per negative keyword list | 5,000 |
| Negative keyword lists per account | 20 |
Tips for a clean negative keyword list
- Read the reason before you add a term. "Cheap" wastes money for a premium contractor but can bring buyers to a budget one.
- Watch for words that cut both ways. A family dental practice that adds "kids" as a negative broad would also block "dentist for kids". Use a phrase or exact negative for words like that.
- Check against your own keywords. Before adding a negative, search your keyword list for it, so you do not switch off a service you sell.
- Grow the list from real searches. Your search terms report shows what people actually typed, and the Search Term Analyzer finds the words that cost money without converting.
- Format your own additions. To turn a plain list into negative broad, phrase or exact notation, paste it into the Keyword Match Type Tool.
Sources
- About negative keywords (Google Ads Help)
- Keyword close variants: Definition (Google Ads Help)
- About your Google Ads account limits (Google Ads Help)
- About the search terms report (Google Ads Help)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.