Negative keywords tell Google which searches should never trigger your ads. Without them, a plumber bidding on "plumbing" can pay for clicks from people looking for plumbing jobs, plumbing school, or how to fix a toilet themselves. Every one of those clicks costs real money and never becomes a booked job.
Job seekers
- jobs, hiring, career, careers, employment
- salary, pay, wage, apprentice, apprenticeship
- license, licensing, certification, school, training, course
Do it yourself searchers
- how to, diy, yourself, tutorial, video, youtube
- parts, part, supply, supplies, store
- home depot, lowes, amazon
Wrong intent
- free, cheap (test this one, some markets convert)
- used, salvage, scrap
- reviews of products, brand names you do not service
- manual, diagram, specs
Review your search terms every week
A starter list blocks the obvious waste, but every market is different. Open the Search Terms report in Google Ads once a week, look at what people actually typed, and add anything that would never turn into a job. Most contractors find a few new ones every single week.
The goal is not the most clicks. It is the most calls from homeowners ready to hire, at a cost per lead that makes sense for your jobs.
Book a free audit and we'll show you exactly where you stand. No pressure, no obligation.