If you don't tell Google what you don't want, they will sell it to you anyway.
Without a robust Negative Keyword list, your "Plumbing" ads will show up for "Plumbing jobs," "Plumbing school," and "Mario plumbing video game." You pay for every single one of those useless clicks.
Here is the "Starter Pack" I use for every new client. Copy, paste, and save your budget.
1. The Universal "Junk" List
Every business on earth should block these. These searches indicate the user wants information, employment, or free stuff—not a service.
2. Industry Specific: Dentists
Dentists waste thousands on people looking for toothpaste, jobs, or school.
3. Industry Specific: Lawyers
Law clicks are expensive ($50-$200). Blocking "Pro Bono" and "Legal Aid" is critical if you don't offer free services.
4. Industry Specific: Moving Companies
You want people who need a full-service move, not people looking to rent a truck and do it themselves.
How to Add These
Do not add these to every single ad group one by one.
- Go to Tools & Settings > Shared Library > Negative Keyword Lists.
- Create a new list (e.g., "Universal Junk").
- Paste the keywords.
- Apply this list to All Campaigns.
Conclusion
A good Negative Keyword list is a living document. Check your "Search Terms" report weekly to find new junk to block.
But these lists will give you a head start, saving you the first $1,000 of wasted spend.