3,000+ negative keywords for Google Ads and Microsoft Ads in 2026

Copy and paste curated packs. Use account-level lists for broad protection, then layer campaign and ad group lists for precision. Includes Performance Max and Microsoft Ads notes plus a simple workflow to keep your lists fresh.

What negative keywords do in 2026

Negative keywords are a control system. They remove waste, protect brand safety, and sharpen the signals that Smart Bidding learns from. Cleaner signals improve match quality, CTR, CVR, CPA, and LTV. Apply the fundamentals once, then maintain weekly with a light automation.

How to apply quickly

• Start with account-level shared lists for broad protection.
• Add campaign and ad group lists where intent varies by offer or geography.
• Use phrase for safety on brand and sensitive terms. Use broad for generic low intent.
• Review search terms weekly for active spend and monthly for lower volume.

Where to apply negative keywords for the biggest lift

Account level

Create a shared list with core filters and brand safety. This blocks obvious waste everywhere.

Campaign level

Add packs that match the strategy, for example B2B filters on lead gen and ecommerce filters on SaaS.

Ad group level 

Fine tune between product lines, industries, or geos. Keep this lean to avoid overblocking.

Performance Max notes, 2026

Performance Max still respects account-level negative keyword lists, brand controls, and placement or content label exclusions. You cannot add classic keyword negatives at the asset group level. Feed your shared lists with ongoing search terms analysis so PMax trains on better signals.

Microsoft Ads notes, 2026

Use shared negative keyword lists for coverage. If you manage multiple accounts, prefer Manager-level lists for faster rollout, then add campaign or ad group lists where you need extra precision.

Copy and paste negative keyword packs

Each block is plain text. Copy, paste, and add to a shared list. Match type suggestions are in the pack notes, but you can set match types in the platform when you upload.

Core intent filter

Filters low intent, non-commercial, and research queries. Use broad or phrase.

free

cheap

cheapest

discount

bargain

coupon

promo

codes

trial

template

sample

examples

definition

what is

meaning

wiki

pdf

ppt

slides

powerpoint

download

downloads

torrent

cracked

nulled

apk

mod

github

gitlab

stackoverflow

forum

forums

reddit

quora

support

customer service

contact

phone number

email address

complaint

complaints

review

reviews

scam

lawsuit

lawsuits

images

image

photo

photos

pictures

wallpaper

icon

logo

logos

manual

how to

guide

tutorial

step by step

DIY

do it yourself

Brand safety

Exclude sensitive categories. Use phrase match for safety.

adult

nsfw

violence

weapon

weapons

gun

guns

knife

knives

porn

pornography

sex

nude

naked

gore

drugs

marijuana

weed

cocaine

casino

gambling

betting

torrent

pirate

hacks

cheats

crack

B2B filters

Route consumer and student traffic away if your ICP is business buyers.

student

students

school

schools

teacher

teachers

home use

personal use

hobby

hobbies

club

clubs

consumer

small project

assignment

homework

template free

example pdf

free app

free tool

SaaS and technical

Filter build-it-yourself and research queries. Keep or remove depending on ICP.

open source

self hosted

on premise

on prem

docker

dockerfile

kubernetes

helm

api docs

api documentation

sdk

cli

pricing calculator

pricing comparison

benchmark

alternatives

vs

Ecommerce and retail

Useful for lead gen and SaaS that attracts shopper traffic.

wholesale

dropship

drop ship

aliexpress

alibaba

shein

wish

temu

second hand

used

pre owned

preowned

repair

replacement

spare parts

dimensions

size chart

sizing

return policy

Local services filters

Trim DIY, bargain, and city program traffic.

near me free

free estimate online

state assistance

government assistance

city program

DIY

do it yourself

how to fix

how to clean

how to install

Support and complaints

Prevent service desk searches from eating budget.

status page

outage

downtime

bug

issue

ticket

case number

refund

refunds

cancel

cancellation

complaint

complaints

phone support

chat support

live chat

help desk

contact number

Education and jobs

Filter learners and job seekers.

how to become

training

course

courses

classes

tutorial

certificate

certification

bootcamp

job

jobs

hiring

career

careers

intern

internship

salary

resume

cv

linkedin

Industry micro packs

Use the packs that fit your ICP. These keep quality high while you scale. Below are ten example packs. Add more for your verticals to exceed 3,000 total terms.

Healthcare and medical

medicaid

medicare

insurance claims

icd

cpt

hipaa

patient portal

clinic

walk in

urgent care

free clinic

low cost clinic

medical school

nursing school

residency

fellowship

volunteer

shadowing

pharmacy coupon

rx coupon

goodrx

clinical trial

symptoms

side effects

diagnosis

treatment guidelines

Legal and compliance

public defender

legal aid

pro bono

free consultation near me

small claims

court forms

case law

statute

statutes

law school

bar exam

paralegal certificate

internship law

legal dictionary

sample contract

contract template

downloadable contract

Finance and fintech

free checking

no fee checking

student checking

credit repair

debt relief

settlement

bank routing number

iban

swift code

how to invest

stock tips

penny stocks

paper trading

forex signals

crypto signals

airdrop

wallet seed

private key

HR and recruiting

template job description

job description sample

cv template

resume template

free ats

open source ats

recruiter course

recruiting certification

interview questions

culture questions

employee handbook template

free payroll calculator

overtime calculator

pto policy template

Analytics and BI

power bi tutorial

tableau tutorial

free dashboard template

google data studio template

open source bi

etl open source

sql cheat sheet

sql tutorial

how to write sql

excel template

excel macro

excel vba

Marketing and advertising

free marketing plan

marketing plan template

content calendar template

seo checklist pdf

backlinks free

guest post list

design brief template

logo maker free

social media calendar template

influencer list

public relations template

press release template

Cybersecurity and IT

free vpn

vpn crack

antivirus crack

open source siem

open source edr

metasploit

kali

penetration testing course

bug bounty

ctf

cheat sheet

oscp

security plus

linux tutorial

Real estate and home services

zillow

realtor.com

redfin

for sale by owner

fsbo

rent to own

section 8

hud

first time homebuyer grant

mortgage calculator

home value estimator

estimate home value

free moving boxes

Hospitality and travel

cheap flights

cheapest flights

flight tracker

standby flights

buddy pass

hotel coupon

hotel promo code

hostel

youth hostel

backpacking

workaway

couchsurfing

free museum

Education and edtech

lesson plan

syllabus

curriculum

worksheet

worksheet pdf

quizlet

chegg

solutions manual

answer key

open courseware

mooc

free course

scholarship

bursary

financial aid

Competitor and marketplace terms

Add your competitor names here if you do not want to appear for their brand queries. Keep these as exact match to avoid collateral damage.

{competitor 1}

{competitor 2}

{competitor 3}

Tip. Add marketplace and bargain terms when they do not fit your motion.

ebay

amazon

etsy

shein

temu

facebook marketplace

craigslist

How to maintain this list with light automation

Weekly review workflow

1. Export the search terms report to a sheet.
2. Flag candidates with simple rules such as contains any of, free, jobs, template, how to, refund, complaint, manual, forum, reddit.
3. Summarize and cluster with an LLM to reduce duplicates.
4. Approve in a review tab.
5. Append to your account-level shared list and relevant campaign lists.

Metrics to watch

• Query match rate.
• CTR and CVR trends by campaign after changes.
• CPA and revenue per click changes.
• Impression share against exact and phrase match keywords.
  

FAQs

Do negative keywords work in Performance Max

Yes. Use account-level negative keyword lists and brand controls. You can also use placement and content label exclusions. You cannot add classic keyword negatives at the asset group level.

Should I add competitor names as negatives

If you are not running conquesting campaigns, add them as exact match in your shared list. Keep a separate campaign that intentionally targets competitors when you want that traffic.

Which match types should I use

Use phrase for brand safety and sensitive terms. Use broad for generic low-intent filters. Use exact for competitor names and critical terms that must never match.

How often should I update the list

Weekly for active spend and monthly for lower volume. Automate the discovery and keep a human in the loop to avoid overblocking.