In practice, we consistently observe the same effect: a structured negative keyword strategy with 200 or more exclusions can double a Google Ads campaign's ROAS. Irrelevant clicks cost money without generating conversions.
Why Negative Keywords Matter
Broad and phrase match trigger queries unrelated to your offering. In B2B, especially common: queries from individuals, job seekers, students, or competitors.
The Cluster Method
Instead of adding negatives individually, use systematic clusters: career-related (training, internship, salary, job posting), information-related (free, DIY, template, guide), competitor exclusions, geographic exclusions, device and audience exclusions.
Real-World Example
A B2B online shop for industrial equipment spent €5,000 monthly with ROAS of 1.89. After analyzing search term reports, we identified 213 negative keywords across ten clusters. Three months later: ROAS 4.06 — more than doubled. Budget unchanged, but qualified click share rose from 45 to 78 percent.
Maintenance
Negative keywords require ongoing attention. Review search term reports monthly. Export lists regularly. Use shared exclusion lists at account level.
FAQ
How many negative keywords are too many? There is no "too many" as long as exclusions are relevant. Accounts with 500+ negatives are common in B2B.
Campaign or ad group level? Both. Account-wide shared lists for universal terms. Campaign-specific exclusions for thematic separation.
