Stop paying for irrelevant clicks. A proper negative keyword list can cut your wasted spend by 30% or more.
Negative keywords are the unsung hero of any profitable Google Ads campaign. They tell Google which searches you don't want your ads to appear for, preventing your budget from being wasted on irrelevant clicks. For UK service businesses, where every pound of ad spend needs to deliver, mastering negative keywords is essential.
Start by reviewing your Search Terms Report in Google Ads weekly. This shows you the actual searches people typed before clicking your ad. You'll inevitably find irrelevant queries - people searching for 'DIY plumbing tips', 'plumber salary', or 'free plumbing advice' who have zero intention of hiring you. Add these as negative keywords immediately.
Build a master negative keyword list for your industry. Common negatives for trades include: jobs, salary, apprenticeship, course, training, DIY, how to, free, cheap (if you're a premium service), and competitor brand names you don't want to appear for. Apply this list at the campaign level so it protects all your ad groups.
Review and update your negative keyword list at least monthly. New irrelevant searches appear constantly as Google's broad match algorithms evolve. A well-maintained negative keyword list can reduce wasted spend by 20-30%, directly improving your cost per lead without spending a single penny more on ads.