Negative Keywords for Home Service Businesses: A Starter List
What negative keywords do
A negative keyword tells Google: do not show my ad when the search includes this word or phrase. If you are a plumber bidding on “plumber”, the search “plumber apprenticeship salary” could trigger your ad. A negative keyword like salary blocks it.
Searches you want
- emergency plumber mississauga
- water heater replacement cost
- furnace repair near me
- roof leak repair
Searches to block
- plumber jobs mississauga
- how to replace a water heater yourself
- furnace parts near me
- roofing course
Every irrelevant click costs the same as a good one. Negatives are one of the fastest ways to lower cost per lead. Missing negatives is one of the most common Google Ads mistakes we see.
Example account. Figures are illustrative. Rows in red would be added as negative keywords.
How negative match types work
| Negative match type | Example negative | Blocks | Does not block |
|---|---|---|---|
| Negative broad (default) | free estimate | Searches containing both words in any order: “estimate free roof” | “free roof inspection” (missing “estimate”) |
| Negative phrase “ ” | “free estimate” | Searches containing that exact phrase: “roof free estimate toronto” | “estimate free” (wrong order) |
| Negative exact [ ] | [plumber] | Only the exact search “plumber” | “plumber toronto” |
Most starter negatives work best as single-word negative broad terms, such as jobs, salary, diy.
The starter list: universal negatives
These apply to almost every home service business. Put them in a shared negative keyword list and apply it to every campaign.
Jobs and careers
job, jobs, career, careers, hiring, hire me, salary, wage, wages, pay scale, resume, apprentice, apprenticeship, internship, employment, indeed, glassdoor, union
Training and education
course, courses, training, school, college, certification, licence exam, license exam, red seal, textbook, class, classes
DIY and how-to
diy, do it yourself, how to, youtube, video, tutorial, yourself, guide, manual, instructions, reddit
Parts and retail
home depot, lowes, rona, canadian tire, home hardware, amazon, costco, walmart, parts, part number, wholesale, supply, supplies, store
Free and cheap
free (be careful: it blocks “free estimate”; consider phrase negatives like “for free” and “free download” instead), cheapest, used, second hand, kijiji, facebook marketplace
Rentals
rent, rental, rentals, lease, borrow
Trade-specific negatives
| Trade | Example negatives to consider |
|---|---|
| Plumbing | plumbing code, pipe size chart, pex vs copper, fixture wholesale, plumber’s putty |
| HVAC | filter, filters, thermostat manual, furnace manual, error code (if you do not want DIY troubleshooters), ductwork calculator |
| Electrical | wiring diagram, electrical code book, breaker price, extension cord, generator rental |
| Roofing | shingle calculator, roofing nails, tar paper, shed roof, roofing jobs |
| Landscaping | landscape design software, lawn mower, seed, mulch price per bag (if you do not supply) |
| Cleaning | cleaning products, cleaning job, cleaning lady wanted, vacuum |
| Garage doors | garage door opener remote, garage door parts, spring kit |
| Moving | moving boxes, truck rental, u-haul, pods |
Also add services you do not offer. A residential electrician might add industrial, commercial or solar if those jobs are not a fit.
Location negatives
Location targeting controls where the searcher is, but people inside your area often search for other towns. A Hamilton contractor may get clicks for “roofer niagara falls” from someone in Hamilton.
- Add towns and cities you do not serve as negatives, for example barrie, kitchener, niagara.
- Add US states and cities if cross-border searches appear, for example buffalo, seattle.
- Set location options to “Presence: people in or regularly in your targeted locations”.
How to find new negatives every week
- Add negatives at the right level: universal terms to the shared list, service-specific ones to the relevant campaign or ad group.
- Use negatives to route traffic between ad groups, for example adding “replacement” as a negative in the repair ad group so replacement searches go to the replacement ad and page.
- Do not add so many negatives that you block good searches. Review the list every few months.
The weekly routine: sort the search terms report by cost, mark irrelevant searches (red) and add them as negatives. Example account.
Negative keyword checklist
Set up and maintain negatives:
- Shared negative list created and applied to all Search campaigns
- Jobs, training, DIY, parts, retail and rental terms added
- Plurals and common variants added
- Trade-specific terms and services you do not offer added
- Out-of-area towns added
- “Cost” and “price” not blocked
- Search terms report reviewed weekly
- Performance Max account-level negatives added where available
Want a second opinion? Our Google Ads audit includes a full search terms review.
Frequently asked questions
What are negative keywords in Google Ads?
Words or phrases that stop your ads from showing for searches that contain them. They help you avoid paying for clicks that will never become customers.
How many negative keywords should I have?
There is no fixed number. Most home service accounts start with 100–300 and add more from the search terms report every week.
Do negative keywords match plurals?
No. Negative keywords do not match close variants, so add plurals and common misspellings yourself.
Should I add “free” as a negative keyword?
Be careful. It blocks searches like “free estimate”, which can be good leads. Consider more specific phrase negatives like “for free” instead.
Can I add negative keywords to Performance Max?
Yes. Google allows account-level negative keywords that apply to Performance Max and other campaigns.