Google Ads can be a goldmine, but only if you know how to mine it properly. Many businesses jump into paid advertising with high hopes and strong keywords, but still see disappointing results. Why? Because they’re only thinking about who they do want to reach, not who they don’t.
If you’re not actively filtering out irrelevant searches, you could be spending hundreds, or even thousands, on clicks from users who will never convert. Whether it’s job seekers, bargain hunters, or people simply looking for something else, they’re eating up your budget and dragging down your ROI.
Let’s talk about negative keywords, arguably the most underused, yet most powerful tool in PPC advertising.
At Erichsen Consulting, we’ve worked with countless businesses that came to us frustrated by high ad costs and poor-quality leads. Time and time again, we discovered the same missing link: a strong, smart negative keyword strategy. And once it’s in place, the difference is immediate, and measurable.
Why you can’t afford to ignore them
Without negative keywords, running Google Ads is like casting a net into the ocean without caring what you catch. You’re essentially telling Google: “Show my ads to anyone, anywhere, for anything that might be relevant.” That’s not strategy, that’s guesswork. And it’s an expensive way to burn through your ad budget.
We’ve seen it time and again: businesses pouring money into campaigns that generate traffic but no real results. Why? Because they’re attracting the wrong audience.
Here are some of the most common (and costly) mistakes we see:
- Never reviewing the Search Terms Report, missing out on insights about wasted spend
- Blocking terms too broadly, accidentally excluding high-intent prospects
- Setting it and forgetting it, instead of refining keyword lists as data evolves
The consequences? Poor quality leads, inflated cost-per-click (CPC), and a marketing strategy that fails to deliver meaningful ROI. In short, you’re paying more to get less.
How to build a smarter Google Ads strategy
Google Ads consulting starts with clarity. A clear message, a clear offer, and a clear list of who your ads aren’t for.
Negative keywords are like the brakes on a fast car. Without them, you lose control. With them, your campaigns gain precision, performance, and purpose.
Here are a few tips:
- Cross-reference with SEO insights to find unexpected exclusions
- Use campaign-level and ad group-level exclusions strategically
- Update your list regularly based on performance data
The smarter way to run Google Ads
Negative keywords are like the brakes on a fast car, without them, you’ll lose control. They give your campaigns precision and ensure your budget is spent only on clicks that have real intent.
And in today’s ever-evolving ad landscape, with Performance Max and AI-driven targeting, you need every bit of control you can get.
Get the guide: Master Negative Keywords now
In today’s AI-driven ad environment, smart control is everything. That’s why we created the Negative Keywords e-book, available now in our Digital Products Shop.
This expert resource includes:
- Step-by-step templates to implement today
- Real campaign examples and best practices
- Tips to optimise your overall marketing strategy
Don’t let your budget bleed on irrelevant traffic. Grab the guide and transform your Google Ads results.
Visit our shop or get in touch via erichsenconsulting.es to learn more.
Your smarter, more efficient ad strategy starts here.