Which Search Terms Should a Freelancer Add as Negative Keywords?

Add a negative keyword when the searcher is asking for something your campaign cannot deliver. Start with an actual query from your Google Ads search terms report. Before excluding it, write down a search you would still want to reach and check whether the proposed negative would also block it.

Three decisions from a headshot photographer’s campaign

Imagine a freelance photographer advertising studio sessions for working professionals. The following are illustrative queries. Each contains a word that sounds relevant to photography, but the person’s intended next step differs.

“Book a headshot photographer near me” — keep. The searcher wants to arrange the service the ad offers. If it attracts clicks but no bookings, check whether the landing page shows the studio location, price range and appointment options.

“Corporate headshot examples” — investigate. The searcher might be collecting poses for an internal guide or choosing a photographer. Check which ad and page they saw. A portfolio page with real sessions and booking information can answer that question. A single click tells you little about whether the query produces clients.

“DIY headshot background download” — consider excluding. The studio sells appointments and has no backgrounds to download. An exact negative such as [diy headshot background download] addresses this query narrowly. Making background a campaign-wide negative would also risk losing a search like “studio headshot photographer with white background.”

What happens if you choose phrase match instead?

In a Search campaign, the negative phrase “background download” can block a longer query containing those words in that order. The exact negative above applies to that specific sequence without additional words. Choose how much you want to exclude before choosing the match type. Google documents the distinctions in its negative keyword guide.

Copy one row for each proposed exclusion

Query seen: ___
What this person appears to want: ___
Can this campaign deliver it? ___
Proposed negative, match type and scope: ___
A valuable query to protect: ___
Decision and reason: ___

At your next review, revisit the undecided rows and look for patterns across related queries. Keep the date and scope of each change so that someone else can see why it was made. Google’s search terms report guide explains how to compare the customer’s query with the keyword that triggered the ad.

For a broader campaign review, the Google Search Ads Mastery Kit includes an implementation workbook and campaign checklist covering search intent, negative keywords and tracking.