Every account wastes spend on the same dozen words before it wastes it on anything specific.
Check a universal base plus whichever industry packs fit, and get a deduplicated starter list — ready to paste into Google Ads, either as plain terms or pre-formatted for phrase match. A starting point, not the finished list: keep adding from your own search terms report after launch.
Build the list — free
The universal pack is checked by default. Add the packs that match this account, then generate.
Check at least one pack, or add a term of your own.
after removing duplicates.
Plain list
One term per line — paste directly into the Google Ads negative keyword list editor.
Phrase-match list
Each term wrapped in quotes, for accounts standardising on phrase match negatives.
This is a starting point, not the finished list
- These packs catch the search terms that waste spend in almost every account of that type — they will never be complete for yours specifically.
- Run your search terms report weekly for the first month and add what actually shows up. That list, built from your own data, is the one that matters most.
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