In 2026, automated bidding algorithms and AI agents require even more precise human oversight and value-based data from real CRM revenue. Learn more in our Google Ads campaign audit.
Up to 30-40% of a Google Ads budget can be wasted on clicks with no purchase intent - job seekers, free guides, or competitor service requests. A centralized negative keyword library with correct match types (Exact and Phrase) and regular Search Terms audits are the primary steps to reducing your Cost Per Acquisition (CPA).
In most Google Ads accounts in Latvia, between 20% and 40% of the total advertising budget is spent every month on clicks that have absolutely no connection to real purchase intent. This happens because Google, by default, uses Broad Match logic in search campaigns, attracting queries such as "free", "vacancies", "courses", "DIY tutorial", or competitor service instructions.
Negative Keywords are the only reliable mechanism to protect your advertising budget from this leakage. However, adding negative words one by one once a month is not a strategy. Professional Google Ads campaign management requires a clear 3-level negative keyword architecture.
The 3-Level Negative Keyword Architecture
To ensure an account is scalable and easy to manage, negative keywords are structured into three separate hierarchical levels:
- 1. Account-Level Negative Keyword List: A global list of unwanted queries that applies to ALL campaigns without exception. This includes universal unwanted terms: "free", "job", "vacancy", "salary", "how to make", "forum", "complaints", "login", "torrent". This list is attached to all existing and future campaigns.
- 2. Campaign-Level Lists: Specific lists that prevent cross-campaign cannibalization. For example, if you have separate B2B and B2C campaigns, the B2B campaign negatives would include words like "for individuals", "cheap", "used", "single piece".
- 3. Ad Group Level: Used only for very narrow keyword segmentation to ensure a specific query triggers the exact ad copy and landing page intended for it.
"Negative keywords are your advertising account's immune system. If you don't regularly check the Search Terms report and clean the account, Google's AI will gladly spend your entire daily limit on people looking for free pictures or job ads. A properly organized negative keyword system immediately increases advertising returns by 20% to 30% without increasing the budget."
The Most Critical Error - Negative Keyword Match Types
For data accuracy and returns monitored by a professional campaign analytics and measurement system, the logic of negative keyword match types is decisive:
| Match Type | Syntax | How it Works |
|---|---|---|
| Broad Negative | free |
Blocks the ad if the query contains this word in any order. But it does NOT block synonyms or variations! |
| Phrase Negative | "how to" |
Blocks only if these words are searched in this exact order without other words in between. |
| Exact Negative | [b2b marketing] |
Blocks ONLY if the user searches for this exact phrase without any additional words before or after. |
Crucial difference in the Latvian language: Google Ads negative keywords do not automatically recognize Latvian declensions and plurals! If you add the negative word "darbs" (job), the ad might still appear for "darba piedāvājumi" (job offers) or "vakances". Therefore, the main word forms must be included in the negative list.
How to Find and Uncover Unwanted Queries
To ensure money is not wasted and campaigns fit into a unified digital advertising strategy, open the Search Terms section and sort the data by cost:
- Look for queries that have more than 10-15 clicks but 0 conversions.
- Check for queries where names of other industries appear (for example, when searching for "accounting services", Google might show an ad for "accounting software comparison"). If you don't sell software, the word "software" must be added to negatives immediately.
- Regularly filter queries containing foreign language words (Russian, English) if your campaign is targeted only at a Latvian-speaking audience.
Frequently Asked Questions about Negative Keyword Management
Why do Broad match negative keywords often block useful clicks?
Broad negative words block a query even if the words are in reverse order or used in a different context. The safest practice is to use Phrase Match ("negative phrase") and Exact Match ([specific query]).
Do negative keywords work in Performance Max campaigns?
For Performance Max campaigns, negative keywords can only be attached at the account level (Account-level negative keywords) or through a campaign negative list created via Google support.
How often should a Search Terms audit be performed?
In active campaigns, an audit should be performed at least once a week during the first few months, and later - once every two weeks, regularly filtering out new irrelevant queries.
Want to ensure your Google Ads budget isn't wasted on empty clicks?
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