Google Ads Negative Keywords
Exclude irrelevant searches carefully
Negative keywords help prevent a search campaign appearing for queries that do not suit your offer. Johannesburg businesses can attract unwanted searches for vacancies, courses or free resources when those terms overlap with their services. Exclusions should follow evidence and account context.
What to include in the scope
We review actual search terms and distinguish clearly irrelevant queries from searches that may be worth testing. Match behaviour affects how widely an exclusion applies. A shared list can influence several campaigns, while a campaign-level exclusion has a narrower purpose. We record the reason for meaningful changes so lists remain understandable.
Practical decisions before starting
The review continues as services and search patterns change. Removing every term that has not converted after a few clicks can block useful demand before there is enough evidence. Negative keywords improve focus alongside suitable location targeting and clear landing-page copy; they are not a substitute for a coherent offer.
Common questions
Should jobs and courses always be excluded?
Only when they are irrelevant to the specific campaign and services. The account's purpose determines the exclusion.
Can a negative keyword block good searches?
Yes. An overly broad exclusion can remove relevant demand, so match behaviour and scope matter.