Performance Max campaigns can drain budget on irrelevant search traffic because Google's automation casts a wide net. Adding negative keywords lets you exclude specific search terms that won't convert, like "free," "jobs," or competitor brands. You can now add up to 10,000 negative keywords per campaign directly in Google Ads, giving you control without sacrificing automation benefits. This guide shows you exactly how to set them up, which match types work best, and how to avoid the mistakes that accidentally block valuable traffic.

Types of Negative Keywords at a Glance

How Performance Max Negative Keywords Work

The Critical Limitation

Performance Max negative keywords only work for Search and Shopping inventory. They don't block ads on Display, YouTube, Gmail, or Discover.

If you add "student discount" as a negative keyword:

• Blocks search ads when someone types "student discount laptops"
• Prevents Shopping ads for those queries
• Doesn't stop Display ads on college websites
• Doesn't block YouTube ads on student finance videos

For Display and YouTube, you need placement exclusions, topic exclusions, and content category controls.

Match Types Explained

Broad Match (default): Blocks variations and related terms

• Negative: running shoes blocks "buy running shoes," "best shoes for running"

Phrase Match ("keyword"): Blocks when phrase appears in query

• Negative: "running shoes" blocks "buy running shoes online"
• Allows: "shoes for running"

Exact Match ([keyword]): Blocks only exact query

• Negative: [running shoes] blocks only "running shoes"
• Allows: "running shoes sale"

Start with broad match for obvious irrelevant terms. Switch to phrase/exact if broad blocks too much.

Step-by-Step: Adding Negative Keywords to Performance Max

Before You Start: Find Your Negative Keywords

Don't guess. Use data from your Search Terms Report:

1. Open report: Performance Max campaign → "Insights and reports" → "Search terms"
2. Look for patterns: Job seekers ("career," "salary"), students ("cheap," "free"), DIY searches, competitor brands
3. Check conversions: Terms with 20+ clicks but zero conversions
4. Consider intent mismatches: "near me" for online-only businesses, "wholesale" for retail

Example starter list for premium fitness equipment:"cheap," "free," "DIY," "rental," "used," "repair," "near me," "jobs," "career," "salary," "course," "reviews," "[competitor brand names]"

Method 1: Add Directly to Campaign (Best for Testing)

1. Navigate: Google Ads → "Campaigns" → "Audiences, keywords, and content" → "Search keywords"
2. Select tab: Click "Negative keywords"
3. Add keywords: Click (+) → Select your Performance Max campaign
4. Enter keywords: One per line with match type symbols:
   • No symbol = broad match
   • "keyword" = phrase match
   • [keyword] = exact match
5. Save: Keywords apply immediately

See Google's official setup guide for screenshots and detailed instructions.

Real result: Online jewelry store added "DIY," "craft supplies," "wholesale," "jobs" → 34% reduction in irrelevant clicks in 60 days.

Method 2: Create Negative Keyword Lists (Best for Scale)

If you run 3+ Performance Max campaigns, lists save hours by applying the same exclusions everywhere:

1. Access lists: Tools → Shared library → Negative keyword lists
2. Create: Click (+) → Name descriptively ("Brand Protection," "Job Seekers")
3. Add keywords: Up to 5,000 per list (20 lists maximum)
4. Apply: Check boxes for campaigns where list applies
5. Update once, apply everywhere: Add new negatives to list; applies to all campaigns automatically

Suggested list structure:

• Universal Exclusions (500 keywords): Adult content, spam terms
• Competitor Protection (200 keywords): Competitor brands, "vs [competitor]"
• Non-Buyer Intent (150 keywords): "free," "DIY," "tutorial"
• Job Seekers (50 keywords): "jobs," "career," "salary"

Method 3: Account-Level (Use Sparingly)

Account-level negatives apply to ALL campaigns with Search/Shopping inventory, including Performance Max, standard Search, and Shopping.

• ‍When to use: Terms that should NEVER trigger ads anywhere (adult content for family brands, critical brand violations)‍
• When NOT to use: Terms valuable in some campaigns but not others, testing different strategies, product-specific exclusions‍
• Setup: Admin → Account settings → Negative keywords → Add (limit: 1,000)

Finding the Right Negative Keywords by Industry

E-Commerce

• Price: "cheap," "free shipping," "wholesale," "bulk"
• Condition: "used," "refurbished," "rental"
• DIY: "DIY," "tutorial," "how to make"

Result: Electronics retailer excluded "repair," "fix," "broken" → 18% lower CPA

B2B/SaaS

• Free alternatives: "free," "open source," "crack"
• Competitor research: "[competitor] vs," "[competitor] alternative"
• Job seekers: "salary," "career," "jobs," "hiring"

Result: Software company added 427 negatives → 23% lower CPA, +28% ROAS

Local Services

• DIY intent: "DIY," "how to," "myself"
• Job hunting: "salary," "employment"
• Outside area: [city names], [zip codes]

Result: Plumbing company excluded DIY terms → 41% better lead quality

5 Negative Keyword Mistakes That Waste Budget

1. Adding Too Many Negatives Too Fast

Mistake: Adding 500+ negatives on day one based on assumptions.

Fix: Start with 20-50 obviously irrelevant terms. Wait 14 days. Review search terms. Add 20-30 more. Repeat monthly.

2. Using Wrong Match Type

Mistake: Broad match negative "run" blocks "running shoes" when you sell running shoes.

Fix: Use phrase match ("run shoes") or exact match ([run]). Check match types against product feed and asset URLs. Learn more about negative keyword match types.

3. Forgetting Display/YouTube Aren't Covered

Mistake: Adding negative keywords, assuming they'll stop irrelevant Display ads.

Fix: Combine negative keywords with placement exclusions and topic exclusions for comprehensive control across all Performance Max inventory.

4. Never Updating the List

Mistake: Add negatives once, never review again.

Fix: Review search terms weekly for first month, then bi-weekly for months 2-3, then monthly after that.

5. Not Testing Before Scaling

Mistake: Adding same negatives to all 10 campaigns immediately.

Fix: Test in one campaign first. After 2-3 weeks of positive results, gradually roll out to others. Keep one campaign as control.

Measuring Impact & Ongoing Optimization

Key Metrics to Track

Track these before and after adding negatives in Google Ads reporting:

1. Click-Through Rate: Should increase as irrelevant impressions decrease
2. Conversion Rate: Should improve with better traffic quality
3. Cost Per Conversion: Should decrease
4. Total Conversions: Should stay stable or grow (if dropping 10%+, you're over-filtering)
5. Search Impression Share Lost: If this increases significantly, negatives may be too aggressive

For tracking across multiple campaigns, you can export reports manually or automate with tools like Dataslayer to consolidate data into Google Sheets or Looker Studio.

Optimization Schedule

First 30 days: Add 20-50 obvious negatives week 1. Review search terms weekly, add 10-20 more each week.

Days 31-90: Review bi-weekly. Add 10-15 negatives per review. Remove any blocking valuable terms.

Day 91+: Monthly review. Quarterly audit. Seasonal adjustments.

Red Flags You've Gone Too Far

• Total conversions drop 15%+ without CPA improvement
• Impression share lost to budget increases significantly
• CTR improves but traffic tanks

Fix: Remove last batch of negatives or switch broad match to phrase/exact match.

FAQ: Performance Max Negative Keywords

How many negative keywords can I add to Performance Max campaigns?

10,000 negative keywords per campaign. You can also create 20 negative keyword lists with 5,000 keywords each. Account-level negatives are limited to 1,000 keywords. Most advertisers use 200-800 campaign-level negatives; the 10,000 limit provides plenty of capacity. Google expanded this limit in March 2025 after advertiser feedback.

Do negative keywords work for YouTube and Display ads in Performance Max?

No. Negative keywords only apply to Search and Shopping inventory. They don't prevent ads on YouTube, Display, Gmail, or Discover. For those channels, use placement exclusions (block sites/videos), topic exclusions (block categories), and content exclusions (block sensitive content).

Should I use campaign-level or account-level negative keywords?

Use campaign-level for campaign-specific exclusions. Use account-level only for terms that should NEVER trigger ads anywhere, like adult content or brand violations. Account-level negatives affect all campaigns simultaneously and can accidentally block valuable traffic.

What's the difference between negative keywords and brand exclusions?

Negative keywords block specific search terms on Search and Shopping. Brand exclusions prevent Shopping ads from showing for competitor brand names. Google's 2025 Performance Max updates enhanced brand exclusions with format-specific controls. Use both for comprehensive protection.

How do I know which match type to use for negative keywords?

Start with broad match for obviously irrelevant terms ("jobs," "salary," "free"). Use phrase match when the term might be relevant in other contexts. Use exact match for very specific exclusions. Test in one campaign before scaling.

Can I see which search terms triggered my Performance Max ads?

Yes. Go to Performance Max campaign → "Insights and reports" → "Search terms." Review weekly to identify new negatives. Google groups very low-volume queries under "other" for privacy, but you'll see the majority of traffic.

What happens if I accidentally block my target keywords with negative keywords?

Your ads won't show. If your negative keyword conflicts with targeting, the negative wins. Cross-reference negatives against your product feed, asset URLs, and search themes. If conversions drop suddenly after adding negatives, review your last additions for conflicts.

Key Takeaways

Performance Max negative keywords give you precision control over search traffic while maintaining automation benefits. Here's your action plan:

Getting started:

1. Review search terms report for irrelevant patterns
2. Add 20-50 obviously bad terms using broad match
3. Wait 14 days and measure impact on CPA and conversions
4. Gradually expand based on continued search terms analysis

Long-term success:

• Use campaign-level negatives for specific exclusions (up to 10,000)
• Create negative keyword lists for efficiency across campaigns
• Reserve account-level for universal exclusions only (limit: 1,000)
• Review search terms weekly for first month, then monthly
• Remember: negatives only work for Search/Shopping, not Display/YouTube

Avoid these mistakes:

• Don't add 500+ negatives on day one without data
• Don't use broad match for terms in your target keywords
• Don't forget to combine with placement/topic exclusions for Display
• Don't set it and forget it, review quarterly minimum

Want to track your Performance Max performance improvements after adding negatives? Try Dataslayer free for 15 days to pull Google Ads data into Google Sheets, Looker Studio, BigQuery, or Power BI for automated week-over-week analysis.