In Google Ads, negative keywords exclude searches from a campaign or ad group. Their matching rules differ from ordinary positive keywords. They do not automatically cover synonyms or singular and plural variations, so an exclusion needs checking against the searches it is intended to block. Source: Google Ads: Negative keywords

Exclude the wrong intent carefully

For a hypothetical agency that sells holidays but does not recruit staff, review searches about travel jobs before adding exclusions. Record the reason for each change. This links the decision to a service the business does not offer rather than an assumption about an unfamiliar phrase.

Check the scope before saving

Review the match type and whether the exclusion applies to one ad group, a campaign or a wider list. Ask a colleague to check any broad exclusion. This gives you a chance to spot a useful holiday search that the new rule would also remove.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.