Negative Keywords for Contractor Ads

Negative keywords for contractors are words you tell Google not to show your ads for. They keep you from paying for clicks from people who want a job, a free how-to video or a part, not a contractor. Adding them is one of the simplest ways to cut wasted ad spend.

What are negative keywords for contractors?

When you run Google search ads, you pick words you want to show up for, such as “roof repair” or “water heater install.” Google then matches your ad to searches that look similar. Sometimes the match is loose.

A negative keyword is a word that says: if the search contains this, don’t show my ad. If you add “jobs” as a negative, your roofing ad won’t appear when someone searches “roofing jobs near me.” That person wants a paycheck, not a new roof.

Which words do contractors usually block?

Every trade is a little different, but common ones include:

• Job seekers: jobs, hiring, careers, salary, apprenticeship, resume
• Learning: course, classes, training, school, certification, how to
• DIY: diy, tutorial, video, instructions, do it yourself
• Parts and supplies: parts, supply, wholesale, manual, for sale
• Not your service: rental, free, cheap, used, commercial (if you only do homes)

Be careful with words that might also describe your customers. If you do repairs, blocking “repair” would be silly. Think about who you want, then block the rest.

How do you find the right ones?

Don’t guess. Look at what people actually typed. In Google Ads there’s a search terms report that lists the real searches that triggered your ads. Open it every week or two and scan for:

• Searches that have nothing to do with your service.
• Searches from outside your area, like another city.
• Searches that suggest a job seeker, a student or a DIYer.
• Brand names of other companies you don’t want to appear for.

When you find a bad one, add its key word as a negative. Over a few weeks, the list builds up and your ads get cleaner.

Match types, in plain English

Negative keywords can be set to block more or less strictly:

• Broad: blocks searches that contain all the words, in any order.
• Phrase: blocks searches that contain the words in that order.
• Exact: blocks only that exact search.

If you aren’t sure, start with phrase or broad for single words like “jobs” and “diy.” Use exact when you only want to block one specific search and nothing nearby.

What’s a simple routine?

You don’t need to spend hours on this. Here’s a light schedule that works for most small accounts:

• First week: add the obvious blocks, like job seekers and DIY searches.
• Next few weeks: check the search terms report and add anything off-target.
• Every month after: skim it again and tidy up.

Also think about places. If you only serve certain towns, you can block names of other cities that keep showing up in searches. Combine that with your location settings so your ads mostly reach homeowners you can actually serve.

Don’t overdo it

Too many negatives can block good leads. If your leads suddenly drop after a big cleanup, check what you added. It’s easy to block a word that real customers use. Go slowly, add a few at a time, and watch what happens.

Also, negative keywords only help if the rest of the setup is sound. Your ad should say what you do and where. Your landing page should match it. And someone should answer the phone fast. If you’d like a hand with the whole thing, you can book a call and we’ll look at how your ads are set up.

Quick answers

Do negative keywords work for Local Services Ads?

Local Services Ads work differently from regular search ads and have their own settings, mostly job types, service area and hours. Check inside your account to see what controls are available to you.

How often should I update my negative list?

Check the search terms report weekly at first, then every couple of weeks once the list settles down.

Can negative keywords guarantee better leads?

No. They reduce wasted clicks, but results depend on your ad, your page, your area and how fast you reply.