Negative keywords starter list (local trades)
Negative keywords are one of the fastest ways to improve paid ads because they stop you from paying for the wrong searches. This list gives you a safe starting point.
1) What negative keywords are (simple)
Negative keywords tell Google what you do not want.
Example: if you do not do “jobs” or “training”, you should block searches like “plumbing jobs” or “HVAC school”.
This saves money because you stop paying for junk clicks.
2) Signs you need more negatives
- You get calls from people outside your service area.
- You get calls for services you do not offer.
- You get “how to” / DIY traffic when you need buyers.
- You get job seekers calling you.
3) Starter negative list (common)
Use what fits your business. Do not blindly block terms if you actually offer them.
Jobs / careers
- jobs
- career
- hiring
- salary
- apprentice
- apprenticeship
DIY / learning
- how to
- tutorial
- youtube
- instructions
- free
Research-only
- definition
- meaning
- wikipedia
- cheap
- used
Do not block “free” if you offer free estimates and that matters in your market. Use judgment.
4) Trade-specific add-ons (examples)
These are examples. Your real list should come from your search terms report and real calls.
HVAC examples
- window
- portable
- parts
- thermostat battery
Plumbing examples
- snake rental
- home depot
- parts
Exterior cleaning examples
- rental
- pressure washer for sale
- detergent
Only block terms that bring the wrong intent.
5) Weekly review (10 minutes)
The fastest way to improve your negative list is reviewing your real search terms and your real calls.
Weekly habit:
- Add 5 new negatives based on junk leads.
- Do not make 50 changes at once.
- Track results for a week.
6) Mistakes to avoid
- Blocking terms that actually bring good leads.
- Never reviewing search terms.
- Trying to fix ad problems with “more spend”.
Want help tightening ad spend?
Most ad waste is a baseline problem: unclear page, weak proof, slow follow-up. Fix those first.