GOOGLE ADS KEYWORD MATCH TYPES AND NEGATIVE KEYWORDS.
Match types decide which searches can trigger your ads. Negative keywords decide which can't. Getting both right is one of the simplest ways a local business stops paying for clicks it never wanted.
THE THREE MATCH TYPES
| Match type | How to write it | Ads may show on |
|---|---|---|
| Broad | water heater repair | Searches related to your keyword, which can include searches that don't contain its direct meaning [1] |
| Phrase | "water heater repair" | Searches that include the meaning of your keyword [1] |
| Exact | [water heater repair] | Searches with the same meaning or same intent as the keyword [1] |
Broader match types capture all the searches of narrower ones, plus more.1 Google says it's critical to use Smart Bidding with broad match.1
CHOOSING FOR A LOCAL BUSINESS
- Start narrow when data is thin. A new account with few conversions gives Smart Bidding little to learn from. Phrase and exact keywords for your core services keep early spend on searches you understand.
- Try broad match once tracking works. Google recommends Smart Bidding with broad match,1 and Smart Bidding needs real conversions. Set up call tracking first.
- Group by service. Keep "drain cleaning" and "water heater repair" in separate ad groups so each ad and landing page matches the search.
- Find ideas in Keyword Planner. It suggests keywords and shows search volume estimates.5
NEGATIVE KEYWORDS
Negative keywords let you exclude search terms so your campaigns focus on the ones that matter.2 They match differently from normal keywords:
| Negative match type | Your ad won't show if the search… |
|---|---|
| Negative broad | Contains all your negative keyword terms, even in a different order [2] |
| Negative phrase | Contains the exact keyword terms in the same order [2] |
| Negative exact | Contains the exact keyword terms, in the same order, without extra words [2] |
The catch: negative keywords won't match close variants or other expansions.2 If you exclude "job", add "jobs", "hiring" and "career" too.
A STARTER NEGATIVE LIST
These are common themes, not a rule. Some businesses want these searches, so check each one against what you sell.
- Jobs: jobs, hiring, career, salary, apprenticeship
- Do it yourself: DIY, how to, tutorial, manual, parts (if you don't sell parts)
- Free and training: free, course, class, certification, school
- Services you don't offer: for example commercial, if you only do residential
- Places you don't serve: town names outside your area, alongside correct location targeting
Save them as a negative keyword list and apply it to several campaigns at once.2 Account-level negatives apply across eligible Search and Shopping inventory, including Performance Max.24
USE THE SEARCH TERMS REPORT
The search terms report shows search terms that a significant number of people used and that led to your ad being shown, plus which keyword matched.3 Read it weekly while a campaign is new. Add irrelevant terms as negatives, and add terms that turned into calls as keywords.
MISTAKES THAT WASTE BUDGET FAST
- Negating a word instead of a phrase. A negative broad keyword "repair" blocks any search containing that word, including ones you wanted, like "water heater repair cost." Use phrase or exact negatives for anything with more than one likely meaning.
- Only building the negative list once. A list built on day one goes stale as your ads reach new, odder searches over time. Treat the search terms report as a standing weekly task, not a launch-day checklist item.
- Negating at the wrong level. A negative added to one ad group doesn't block that search from triggering a different ad group's broad keywords. Use account-level or campaign-level negative lists for anything you never want to pay for anywhere.2
- Conflicting negatives and keywords. If a negative keyword exactly matches one of your own regular keywords, that keyword stops showing entirely. Check new negatives against your existing keyword list before saving them.
- Treating broad match like a "set and forget" setting. Google itself ties broad match to active Smart Bidding and ongoing conversion data,1 not a one-time switch; an account that's gone quiet on tracking or conversions needs a tighter match-type strategy, not broad match left running unattended.
HOW THE STARTER LIST CHANGES BY TRADE
The categories above (jobs, DIY, free/training, services you don't offer, places you don't serve) hold for almost every local trade, but what belongs in each one is specific to the business:
- Plumbers and electricians often need "parts" and "supply" as negatives if they don't sell retail parts, but a business that does run a counter sale should drop that negative entirely.
- HVAC accounts frequently add "rebate" and "tax credit" as negatives unless the business actively helps with manufacturer or utility rebate paperwork, in which case those searches are worth keeping.
- Landscapers tend to need "equipment rental" and "jobs near me" excluded quickly, since mower and job-search traffic both resemble their core keywords in Google's eyes.
- General contractors usually want "estimate template," "license lookup" and "permit cost" negated, since those are research searches, not hiring searches.
Build the generic list first, then spend the first two weeks of search-terms-report reviews finding your trade's specific exceptions. See Google Ads for local business for setup basics, and the industries hub for trade-specific pages.
FAQ
Should a small business use broad match?
It can work once conversion tracking and Smart Bidding are in place, which Google says is critical for broad match.1 Without them, start narrower.
Why did my ad show for a search I excluded?
Often a variant: negatives don't match close variants, plurals or synonyms.2 Google also notes that negatives placed after the 16th word of a long search may not block it.2
Do negative keywords work in Performance Max?
Yes, for Search and Shopping inventory.4 See Performance Max for local business.
Can you manage this for us?
Yes. Search term reviews are part of our Google & Meta ads service.
SOURCES
- Google Ads Help, About keyword matching options.
- Google Ads Help, About negative keywords.
- Google Ads Help, About the search terms report.
- Google Ads Help, Negative keywords in Performance Max campaigns.
- Google Ads Help, Use Keyword Planner.
KEEP READING
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