7 Powerful Negative Keyword Strategies to Save Money on Google Ads
By John Smith, PPC and Local SEO Expert with 10 years of experience helping roofers scale
Published: May 21, 2025
1. Block DIY Searches
DIY users don’t hire contractors. Blocking DIY terms saves 15% of your PPC budget.
Negative Keywords:
- “how to”
- “DIY”
- “tutorial”
Example: A Dallas roofer’s DIY blocks cut costs by 10%.
Actionable Tip: Add “DIY,” “instructions” to campaigns.
2. Avoid Freebie Seekers
Freebie searches rarely convert. Yoast notes they waste 12% of ad spend.
Negative Keywords:
- “free”
- “no cost”
- “low income”
Example: A Plano roofer’s “free” block improved lead quality.
Actionable Tip: Exclude “free” unless offering estimates.
3. Exclude Job Searches
Job-related clicks are irrelevant. Moz says they consume 10% of budgets.
Negative Keywords:
- “jobs”
- “careers”
- “hiring”
Example: A Frisco roofer’s job blocks saved $200 monthly.
Actionable Tip: Add “employment,” “internship.”
4. Use Match Types Strategically
Match types refine blocks. Google says precise matches prevent over-blocking.
Types:
- Broad: “free”
- Phrase: “roofing jobs”
- Exact: [roofing jobs]
Example: A Dallas roofer’s phrase match avoided good clicks.
Actionable Tip: Use phrase/exact for control.
5. Review Search Terms Weekly
The Search Terms Report reveals bad clicks. Weekly reviews cut waste by 20%.
Steps:
- Check “Search terms” in Google Ads
- Identify irrelevant terms
- Add as negatives
Example: A Plano roofer’s reviews saved $150 monthly.
Actionable Tip: Set a weekly audit schedule.
6. Create Themed Negative Keyword Lists
Organized lists streamline management. Lists boost efficiency by 15%.
Themes:
- DIY terms
- Job terms
- Freebie terms
Example: A Frisco roofer’s lists scaled multi-city campaigns.
Actionable Tip: Build lists in Google Ads Shared Library.
7. Update for Seasons and Promotions
Adapt to business changes. Moz says seasonal updates save 10% of budget.
Adjust for:
- New services
- Seasonal demand
- Promotions
Example: A Dallas roofer’s promo tweak boosted ROI by 12%.
Actionable Tip: Review monthly for relevance.
Sample Negative Keyword Plan for Roofers
Here’s a plan for a Dallas-based roofer:
| Strategy | Example Action | Purpose |
|---|---|---|
| Block DIY | Add “DIY,” “how to” | Filter non-hiring clicks |
| Avoid Freebies | Add “free,” “no cost” | Target paying leads |
| Search Terms | Review weekly | Spot new negatives |
| Themed Lists | Create job list | Streamline management |
Actionable Tip: Track with Google Ads.
Why Negative Keywords Matter
They prevent budget waste on:
- DIYers
- Freebie seekers
- Job hunters
Benefits:
- 20% lower CPL
- 15% higher CTR
- 18% better conversions
Example: A Dallas roofer’s negatives saved $500 monthly.
Actionable Tip: Start with Search Terms Report.
Conclusion: Save Money, Win Leads
Negative keyword strategies optimize Google Ads, ensuring your budget targets qualified leads. They:
- Save 20% of budget.
- Boost conversions by 18%.
- Improve ROI by 15%.
- Drive roofing leads.
Apply one strategy today, monitor in Google Ads, or hire a PPC expert.
Check out: Top 15 Roofing PPC Keywords to Target for More Clicks and Qualified Leads!
Frequently Asked Questions (FAQs)
How often should I update my negative keywords?
Weekly, or when new irrelevant terms appear.
Can negative keywords hurt my campaign?
Yes, if misused; avoid blocking good terms (Yoast).
What’s a shared negative keyword list?
A reusable list for multiple campaigns (Google).
Should I use broad or exact match negative keywords?
Phrase or exact for control (Moz).
Can I block whole categories of searches?
Yes, with themed lists (BrightLocal).