Most businesses waste 30% of their Google Ads budget on search terms that they shouldn't be showing up for. When I audit a new account, the first thing I check is negative keywords. Say you're a plumber running ads. You're bidding on the keyword "plumber" But without negative keywords, your ad is also showing up for: ❌ "plumber jobs near me" ❌ "how to become a plumber" ❌ "plumber salary UK" ❌ "plumber supplies" What to do? Add these negative keywords in phrase match: "jobs", "salary", "how to", "supplies" You can add these to a negative keyword list, or add them to your campaign negatives!