Negative keywords are the fastest way to stop bleeding ad budget. This master list gives you 200+ ready-to-use exclusions organized by intent and industry — copy into shared lists, then customize from your Search Terms Report.

→ Negative Keywords (dictionary) · Google Ads Audit Checklist · Google Ads Glossary · Google Ads Nepal

How to use this list

  1. Create shared negative lists in Google Ads (Tools → Shared library → Negative keyword lists)
  2. Apply universal exclusions to all non-brand campaigns
  3. Add industry-specific lists per campaign type
  4. Review Search Terms weekly — this list is a starting point, not a finish line
  5. Use phrase match for most entries to avoid over-blocking
Match type When to use
Exact [free] Block only that exact query variant
Phrase "free download" Block queries containing that phrase
Broad free Blocks any query containing free — use carefully

Universal exclusions (apply to most campaigns)

These appear across industries. Add to a shared list called “Universal - Low Intent”.

free
cheap
cheapest
discount code
coupon
promo code
crack
torrent
pirated
nulled
download free
pdf free
template free
sample
example only
tutorial
how to
DIY
do it yourself
guide
course
training
class
certification
learn
lesson
worksheet
homework
definition
meaning
what is
wiki
wikipedia
reddit
quora
forum
blog post
review site
vs
comparison only
alternatives
competitor
scam
complaint
lawsuit
recall

Job seeker exclusions

jobs
job
career
careers
hiring
vacancy
vacancies
salary
internship
intern
resume
CV
apply now
recruitment
recruiter

Support / post-purchase exclusions

login
sign in
password reset
customer service
support number
refund
return policy
warranty claim
manual
user guide
troubleshooting

E-commerce & retail

wholesale
bulk only
used
second hand
refurbished
rent
rental
lease
parts only
spare parts
repair
fix
broken
not working

Nepal-specific e-commerce:

daraz
hamrobazar
sasto
sastoma
esewa offer
khalti cashback
pathao
foodmandu

SaaS & software

open source
github
api documentation
documentation
SDK
sandbox
demo account free forever
self hosted free
on premise free

Agency / marketing software buyers:

Google Ads Negative Keywords Master List (2026): 200+ Terms by Industry 
white label reseller
affiliate program
partner portal

pro bono
volunteer
student project
thesis
research paper
case study template

Nepal consulting / IT services:

internship
fresher
trainee
project for college
final year project

Healthcare & clinics

side effects only
home remedy
natural cure
alternative medicine only
insurance claim form
medical school
nursing course

Aesthetic / dental (high compliance risk):

before after fake
celebrity
guaranteed results
permanent cure

→ Google Ads compliance aesthetic clinics

Real estate

rent only
room rent
flat rent
PG
hostel
plot for agriculture
government land

Nepal real estate:

guthi
ancestral property dispute

Education & training

syllabus only
notes pdf
question paper
exam paper
model question
university admission cutoff
scholarship list only

Travel & hospitality

visa requirements only
embassy
passport office
weather forecast
earthquake today

Nepal travel:

trekking permit only
TIMS card only
visa on arrival rules

Local services (restaurants, salons, repair)

menu pdf only
recipe
ingredients list
salary
franchise opportunity

Delivery vs dine-in conflict:

pathao
foodmandu
bhojdeals
delivery app

B2B / enterprise

RFP template
vendor list only
Gartner magic quadrant
market size report free

Building your negative keyword workflow

Weekly (15 minutes)

  1. Open Search Terms Report (last 7 days)
  2. Sort by impressions — find irrelevant queries with spend
  3. Add negatives at campaign or ad group level depending on scope
  4. Flag high-spend irrelevant terms for ad copy or landing page fixes

Monthly

  1. Audit shared lists — remove negatives that block good traffic
  2. Check negative keyword conflicts (blocking brand or product terms)
  3. Export list for documentation / client reporting
List name Applied to
Universal - Low Intent All non-brand campaigns
Universal - Jobs All lead gen campaigns
Industry - [Vertical] Vertical-specific campaigns
Brand Protection Competitor brand terms (careful — legal review)

Nepal bilingual negatives

Users search in English, Nepali script, and Romanized Nepali. Add variants you see in Search Terms:

sasto
sastoma
nepali ma
nepali version
romanized variants from your search terms report

Do not guess — pull actual queries from your account.

Common mistakes

  1. Adding “price” as negative — blocks “SEO price Nepal” and other high-intent queries
  2. Broad match overkill — one-word broad negatives can silently kill good traffic
  3. Never reviewing — Search Terms Report is where 80% of your negatives should come from
  4. Same list on brand campaigns — brand Search often needs different rules
  5. Ignoring PMax — use account-level negative keywords and brand exclusions in Performance Max

→ Performance Max Guide · Match Types (dictionary)