Running Google Ads without a negative keyword strategy is like trying to fill a bucket with a hole in the bottom. You’re paying for clicks from people who have no intention of buying from you, and in the Australian market where CPCs (cost-per-clicks) can be quite high, those wasted dollars add up fast.
Negative keywords allow you to tell Google exactly which searches you don't want to show up for. If you’re a high-end plumber in Ascot, you probably don’t want to pay $15 for a click from someone searching for "plumbing apprenticeships" or "cheap DIY tap washers." This guide will show you how to plug those leaks and ensure every cent of your budget is working toward actual leads.
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- An active Google Ads account: Ideally with at least a week’s worth of data so you can see what people are actually typing in.
- Standard View: Ensure you aren't using "Smart Mode." If your screen looks very simplified, look for the 'Settings' icon and select 'Switch to Expert Mode'.
- A clear understanding of your service: Know which terms signify a 'researcher' versus a 'buyer'.
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Step 1: Understanding Match Types (The Boring but Essential Bit)
Before we click any buttons, we need to talk about match types. This is where most Brisbane business owners get tripped up. Negative keywords work differently than positive keywords.- Negative Broad Match: This is the default. If the search contains all your negative keyword terms (even in a different order), your ad won't show.
- Negative Phrase Match: Your ad won't show if the search contains the exact keyword phrase in the same order.
- Negative Exact Match: Your ad won't show only if the search is the exact keyword phrase, with no extra words.
Step 2: Digging Into Your Search Terms Report
This is where the "gold" is hidden. We aren't going to guess what people are searching for; we're going to look at the actual data.- Log into your Google Ads account.
- In the left-hand menu, click on Campaigns, then Insights & reports, and finally Search terms.
- Set your date range to at least the "Last 30 days" (top right corner).
- Look at the list. You’ll see exactly what people typed into Google before clicking your ad.
Step 3: Identifying the "Budget Bleeders"
As you scroll through that list, you’ll likely see some shockers. Don't be discouraged—even the best-managed accounts find weird stuff here. Look for:- Competitor names: Unless you specifically want to bid on them (which is expensive).
- Job seekers: Words like "jobs," "careers," "salary," or "internship."
- Information seekers: Words like "how to," "DIY," "free," "wiki," or "course."
- Cheap seekers: Words like "cheap," "free," "discount," or "Gumtree."
- Wrong locations: If you only service South Brisbane, you don't want clicks for "Sunshine Coast" or "Melbourne."
Step 4: Adding Negatives Directly from the Report
This is the fastest way to clean up your account.- Tick the box next to the irrelevant search term in your Search Terms report.
- A blue bar will appear at the top. Click Add as negative keyword.
- You’ll be asked where to add it: Ad group, Campaign, or Negative keyword list.
- Crucial Step: Google defaults to 'Exact Match' here (with brackets like
[this]). I usually recommend removing the brackets to make it a phrase match so you catch variations.
Step 5: Creating a Master Negative Keyword List
If you have multiple campaigns (e.g., one for "Emergency Plumbing" and one for "Hot Water Systems"), you don't want to manually add "jobs" to every single one. This is where Lists come in.- Click on the Tools icon (the wrench) in the top menu.
- Under 'Shared Library', select Negative keyword lists.
- Click the blue plus (+) button.
- Name your list something clear like "Master Account Exclusions."
- Type in your "universal" negatives. These are words that will never be relevant to your business.
- Gumtree
- Login
- Reviews
- Forum
- Free
- Cheap
- Course
- TAFE
- Jobs
Step 6: Applying Your List to Campaigns
Creating the list doesn't actually stop the ads; you have to "attach" the list to your campaigns. This is the step people most often forget!- Click on the name of the list you just created.
- Scroll down to the bottom where it says Apply to campaigns.
- Select all relevant campaigns and hit Apply.
Step 7: The "Location" Clean-up
In Australia, we have a lot of shared suburb names. If you're a Brisbane business, you might find yourself showing up for searches in other states.If you see clicks coming from "Subiaco" or "Adelaide" in your search terms, add those city and suburb names as negative keywords at the Account Level.
Pro Tip: I always add every other Australian state (NSW, VIC, WA, SA, TAS, NT, ACT) as negative phrase match keywords if my client only services Queensland. It’s a simple way to avoid paying for interstate clicks when Google’s location targeting gets a bit 'loose'.Step 8: Dealing with "Close Variants"
Google has a frustrating habit called "Close Variants." This means even if you have a keyword like "Commercial Electrician," Google might show your ad for "Electrician jobs."Because Google's AI thinks it knows what the user wants better than you do, you have to be very strict with your negatives. If you see a word popping up that is "close" but not right, add it immediately. It’s a game of whack-a-mole, but it pays off.
Step 9: Weekly Maintenance (The "Coffee and Clean" Routine)
Negative keywords aren't a "set and forget" task. I recommend my clients set aside 15 minutes every Friday morning. Grab a coffee, open your Search Terms report, and look for the last 7 days of data.- Is there a new competitor in town? Add them.
- Is there a new news story? (e.g., if you sell "Masks" and a new movie comes out called "The Mask," you'll get junk traffic).
- Is a specific term costing a lot but not converting? Even if it's relevant, if it has 50 clicks and 0 leads, it might be too broad. Kill it.
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Common Mistakes to Avoid
Being too restrictive: If you add "Plumber" as a negative keyword for your plumbing business, your ads will stop showing entirely. Be careful! Only negate the qualifier* (e.g., negate "cheap plumber," not just "plumber").- Ignoring the account level: Adding negatives at the Ad Group level is fine for specific things, but for general junk like "free," do it at the List level to save yourself hours of work.
- Not checking for conflicts: Sometimes you might accidentally add a negative keyword that blocks a keyword you actually want to bid on. Google will usually show a notification for this, but keep an eye out.
Troubleshooting
"My ads have stopped showing entirely!" Check your Negative Keyword Conflicts. You may have added a broad match negative that is too similar to your main keywords. Try removing the most recent negatives you added and see if traffic returns. "I added 'cheap' as a negative but I'm still seeing 'cheap plumber' in my report." Check the match type. If you added it as[cheap] (Exact Match), Google will only block the search if the person types only the word "cheap." Change it to cheap (Broad) or "cheap" (Phrase) to block it when it appears with other words.
"I'm seeing searches from the USA."
This is common. Go to your Campaign Settings > Locations > Location Options and ensure you have selected "Presence: People in or regularly in your targeted locations" rather than the default "Presence or Interest."
Next Steps
Now that you've plugged the leaks in your budget, it's time to make sure the traffic you are getting is converting.- Review your Landing Page: Is it easy for a Brisbane local to contact you?
- Check your Ad Copy: Does it mention your local service area?
- Audit your Conversions: Are you actually tracking phone calls and form submissions?
If this all feels a bit overwhelming, or you'd rather spend your time running your business than squinting at Google's interface, we can help. At Local Marketing Group, we manage these details for Brisbane businesses every day.
Contact us today for a free audit of your Google Ads account, and let's see how much budget we can save you.