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Data Maturity Assessment Twelve questions on how you record sales, track ads and report on marketing. Get a score across six areas and the first fixes to make. About four minutes. AI Ready Data Strategy Scorecard Eighteen yes or no questions about one area of your business. See whether its information is ready for AI, with practical priorities. About five minutes.
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Keyword block lists for Google Ads

Negative keywords stop your ads showing for searches that won't turn into customers. These starter lists cover the most common categories of wasted clicks.

How to use them

  1. Download a list and read every line. Delete anything your customers might genuinely search for.
  2. In Google Ads, open the shared library and create a negative keyword list, or open a campaign's negative keywords.
  3. Paste the keywords in, one per line, and apply the list to your campaigns.
  4. Keep checking your search terms report and add new irrelevant searches as you find them.

Plain words are broad match, words in "quotes" are phrase match and words in [brackets] are exact match. Make sure no negative keyword overlaps with a keyword you're bidding on, or your ads will stop showing for it. New to Google Ads? Read our Google Ads quick-start guide.

  • Jobs and careers Stops ads showing to people looking for work, such as searches for jobs, careers, salaries and job sites.
  • Free and bargain hunters Free, giveaways, cracked software and coupon codes. Check the "cheap" and "discount" lines before using; some businesses want those searches.
  • DIY, how-to and learning People who want to learn or do it themselves: tutorials, courses, templates, definitions and homework.
  • Second-hand, rental and marketplaces Used, refurbished, hire and marketplace searches. Remove any that you actually offer.
  • Existing customers and support Login, password, customer service and cancellation searches from people who are already customers.
  • Research and information only News, statistics, share prices, forums and image searches from people researching rather than buying.

Download all lists as a spreadsheet (CSV)

Advertising guides

Set up each ad platform properly from day one, with tracking that counts real sales.

Data and AI guides

Make better use of the information you already have, and start with AI safely.

Security guides

Protect your business, your customers and your staff accounts.

Want someone to check your setup?

Our Ads & Analytics Audit checks your tracking and campaigns against your real sales, and gives you a list of fixes in order of cost.

About the audit Ask us a question