If you’ve been running Google Ads for a while, you probably know about negative keywords. They’re those little hidden gems that help keep your ads from showing up for irrelevant searches. Sounds simple, right? Just add a few words you don’t want to target, and you’re good to go. But here’s the thing—negative keywords are a lot trickier than they seem. Many marketers make mistakes with them, and it can cost you a lot of time and money.

Let’s walk through some common negative keyword mistakes that I’ve seen over and over, and more importantly, how to avoid them.

1. Not Using Enough Negative Keywords

Google Ads can be a powerful tool for driving traffic and generating leads for your business, but many small business owners and marketers often feel overwhelmed by the complexity of the platform. The good news is that you don’t need to be a Google Ads expert to start making improvements.

Here are three actionable steps you can take today to enhance your Google Ads performance.

1. Optimize Your Keyword Targeting

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First Impressions Matter