Do a Google Ads negative keyword and search‑query audit before peak season

Why do a negative keyword and search‑query audit before peak season?

When leads pick up in spring, so do searches. That’s great — until you’re paying for clicks that won’t convert. A focused negative keyword and search‑query audit helps stop irrelevant traffic (think DIY guides, job seekers or people looking for parts) and lets your budget go toward genuine customers.

For tradies running Google Ads management for tradies across capital city fringe and metropolitan areas, this is especially important. Broad or poorly filtered campaigns can attract lots of low‑quality clicks from nearby suburbs, people searching for training, or shoppers after supplies rather than tradespeople.

Common negative keywords tradies need

Some negative keywords show up again and again for tradies. Use these groups as a starting point and tailor them to your trade and suburbs.

• Informational queries: how to, DIY, tutorial, guide, tips, pdf, video
• Jobs and training: jobs, careers, apprenticeship, trainee, resume, CV, course, training
• Cheap / free seekers: free, cheap, cheapest, bargain, low cost (be careful — some low‑cost enquiries can still be leads)
• Parts, supplies and equipment hire: parts, spare, wholesale, supplier, materials, supply only, hire, rental, tool hire
• Used / secondhand: used, second hand, second‑hand, secondhand
• Plans / drawings / downloads: plan, blueprint, drawing, CAD, DWG, PDF
• Comparison / review shoppers: reviews, compare, comparison, best (use caution — some comparison searches convert)

Example long negatives you might add: "how to install [your trade]", "[suburb] jobs", "[trade] parts", "DIY [trade]".

How to review search terms (step by step)

1. Open the Search terms report in Google Ads (not the keywords tab). This shows the actual queries people typed.
2. Filter to the last 30 days (or peak season months you want to compare).
3. Sort by cost and clicks to spot high‑spend irrelevant queries quickly.
4. Use the conversions column to see which queries actually convert. Prioritise keeping converting queries and adding non‑converting, irrelevant queries as negatives.
5. Look for patterns: job seekers, DIY phrases, part numbers, or suburb names that aren’t in your service area.
6. Add negatives in batches and note whether they should be campaign, ad group or account level.

Quick rules while reviewing

• If a query has lots of clicks and no conversions, consider it a priority negative.
• If a query looks similar to converting queries but is worded differently, pause and investigate — it might be a converting variant.
• Be cautious with single‑word negatives (they can block useful traffic). Use phrase or exact match negatives when possible.

Match types and where to add negatives

• Exact negative: blocks only the exact query. Use when a single phrase (eg. "free [trade]") is clearly irrelevant.
• Phrase negative: blocks the phrase anywhere in the query. Good for blocking broader categories like "how to" or "jobs".
• Campaign vs account level: add broad, evergreen negatives (eg. "jobs", "DIY") at account level. Keep suburb or campaign‑specific negatives at campaign level so you don’t accidentally block traffic in other areas.

A quick monthly audit checklist for busy tradies

• Check Search terms report for the last 30 days.
• Sort by cost and clicks; mark top irrelevant queries and add as negatives.
• Review low‑cost, high‑click queries that never convert — add negatives or adjust match types.
• Check conversion tracking is working (calls, form fills, booked jobs) so you’re not killing converting queries by mistake.
• Review keyword match types (broad match can be useful but needs tighter negatives).
• Update negative keyword lists for seasonal searches (eg. "cheap" or "sale" spikes in certain months).
• Save changes in a log or spreadsheet so you can see what was added and when.
• If you run multi‑suburb campaigns across capital city fringe areas, compare search terms by campaign and add suburb‑specific negatives where needed.

Final tips

• Don’t overdo it. Adding too many broad negatives can accidentally block real customers. Start with obvious noise and work from there.
• Use automated rules or scripts carefully; they can help flag costly, non‑converting queries but should be reviewed.
• Keep a running negative keyword list for your trade (and share it across campaigns where appropriate).

If you run Google Ads across capital city fringe or metropolitan areas and want help with a fast, practical negative keyword and search‑query audit, The Tradie Marketing Agency by Luke Ellison can help. Book a free 15‑minute chat to see where your wasted clicks are coming from — email hello@thetradiemarketingagency.com.au or call 0427 422 758 to get started.