Google Ads Negative Keyword Checklist for Home Services
A category-based negative keyword checklist for trades and home services, with match-type guidance and a weekly search-term review process.
Negative keywords should block searches the business does not want—not every phrase that looks unfamiliar.
Start with categories, verify the account’s services, then review actual search terms.
1. Employment and careers
Do not add “work” broadly; it may appear in valuable queries such as “electrical work estimate.”
2. Education and training
3. DIY intent
Use carefully. “How to find a good roofer” may still indicate commercial research.
4. Parts and supplies
Keep if the business sells parts.
5. Free and low-commercial intent
Do not automatically block “estimate” or “quote” when those are part of the offer.
6. Services not offered
Create a business-specific list:
7. Wrong customer type
Use only when these customers truly do not fit.
8. Wrong geography
Add:
Also fix location targeting. Negatives are not a substitute for geographic settings.
9. Existing-customer support
Decide whether paid brand campaigns should support these journeys.
10. Research and definitions
Review context before excluding.
Match types
Negative broad
Blocks queries containing all negative terms, regardless of order.
Negative phrase
Blocks the phrase in the same order.
Negative exact
Blocks only that exact query.
Negative match does not behave identically to positive-keyword close variants. Review Google’s current documentation before building large lists.
Weekly process
1. Export search terms.
2. Sort by cost.
3. Label wanted, adjacent, irrelevant, or unclear.
4. Add negatives for clearly irrelevant patterns.
5. Check whether the term belongs at ad-group, campaign, or account level.
6. Review predicted or historical impact.
7. Document the reason.
8. Recheck volume after changes.
PMax note
Google supports campaign and account negative keywords for Performance Max Search and Shopping inventory. Google recommends using negatives carefully and using brand exclusions for brand control.
See Google’s Performance Max negative keyword guidance.
Shared-list structure
Do not apply a residential list to a commercial campaign without review.
Conflict check
Before saving, ask:
Checklist
A negative list should become more precise over time—not simply longer.
Need the search-term waste and campaign structure audited together? See my home services PPC service or request a Revenue Leak Audit.
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Written by
Vince Servidad
PPC Strategist · Google Ads, Meta Ads & conversion systems
Filipino PPC strategist. A seven-figure Shopify brand and 10+ years across Google Ads, Meta Ads, stores, tracking, and content.
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