Best Negative Keyword Lists for B2B SaaS Lead Quality

Why Negative Keywords Are Critical for B2B SaaS Lead Quality

Here’s the hard truth: Every dollar you spend on Google Ads for your B2B SaaS product isn’t just buying clicks—it’s buying attention. And not all attention is equal. Some of it comes from people who will never buy from you. Job seekers. Students. DIYers looking for free alternatives. Competitors checking your ads. These aren’t just “bad leads”—they’re expensive distractions that inflate your customer acquisition cost (CAC) and waste your sales team’s time.

Imagine this: You’re running ads for a high-ticket project management tool. Your keyword is “best CRM for agencies.” Sounds great, right? But here’s what actually happens:

A freelancer searches for “free CRM for agencies” and clicks your ad.
A student types “CRM software tutorial for beginners” and lands on your landing page.
A competitor looks up “alternatives to [your product]” to spy on your pricing.

None of these people will convert. Yet, you’re paying for every click. Worse, Google’s algorithm sees these interactions and thinks, “Hmm, this ad is getting lots of clicks—let’s show it more!” Before you know it, your cost per lead (CPL) is skyrocketing, and your sales team is drowning in unqualified leads.

The Hidden Cost of Irrelevant Traffic

Let’s talk numbers. A mid-sized SaaS company we worked with was spending $15,000/month on Google Ads. Their CPL? $120. Their conversion rate? A measly 2.5%. After auditing their account, we found that 40% of their clicks were coming from searches like:

“CRM jobs”
“Free CRM software”
“How to build a CRM from scratch”
“Cheap alternatives to [competitor]”

By adding just 50 negative keywords (terms like “free,” “jobs,” “DIY,” “tutorial”), they cut their CPL by 37% in 30 days. Their conversion rate jumped to 5.8%. Their sales team stopped wasting time on dead-end leads. And their CFO finally stopped asking why their ad spend wasn’t delivering ROI.

What Are Negative Keywords, Anyway?

Negative keywords are the bouncers of your Google Ads account. They tell Google: “Don’t show my ads when someone searches for this.” Simple, right? But here’s where it gets tricky:

Broad match negatives (e.g., free) block any search containing that word, like “free CRM” or “CRM free trial.”
Phrase match negatives (e.g., “free CRM”) block searches with that exact phrase in that order.
Exact match negatives (e.g., [free CRM software]) block only that exact search.

For B2B SaaS, broad match negatives are your best friend. Why? Because you’re not just blocking one bad search—you’re blocking hundreds of variations. A single negative like “jobs” can filter out “CRM jobs,” “project manager jobs,” and “SaaS sales jobs near me.”

The B2B SaaS Challenge: High-Intent vs. Low-Intent Searches

Here’s the thing about B2B SaaS: Your keywords are too broad by default. Take “CRM software.” It’s a high-volume keyword, but it attracts:

High-intent searchers: “Best CRM for real estate agents” or “CRM with API integration.”
Low-intent searchers: “What is a CRM?” or “CRM software for students.”

The problem? Google doesn’t know the difference—unless you tell it. That’s where negative keywords come in. They’re your way of saying, “Hey Google, only show my ads to people who are actually ready to buy.”

So, how do you build a negative keyword list that actually works? That’s what we’ll cover next. Spoiler: It’s not just about blocking “free” and “jobs.” It’s about understanding intent at scale—and using data to refine your list week after week.

The Universal Negative Keyword List: Must-Have Terms for All B2B SaaS Campaigns

Let’s be honest—you’re paying good money for every click in your B2B SaaS campaigns. So why let job seekers, bargain hunters, and software pirates waste your budget? The truth is, not all searchers are your ideal customers. Some are just looking for free trials, others want to crack your software, and many are simply researching salaries. That’s where negative keywords come in. Think of them as your first line of defense against wasted spend.

The good news? There’s a core set of negative keywords that work for almost every B2B SaaS company. These aren’t just random words—they’re terms that signal low intent, misaligned audiences, or even legal risks. Block them, and you’ll see cleaner data, better lead quality, and lower costs per lead (CPL). Let’s break them down.

1. Job and Career Terms: Block the Recruiters and Resume Seekers

Here’s a hard truth: When someone searches for “Salesforce jobs” or “HubSpot careers,” they’re not looking to buy your software. They’re looking for a job. And if your ads show up for these searches? You’re paying for clicks from people who will never convert.

Common job-related negatives to add:

“jobs”
“careers”
“hiring”
“resume”
“salary”
“interview questions”
“work from home”
“remote jobs”

Why does this matter? Because recruiters and job seekers skew your metrics. They click, they bounce, and suddenly your conversion rates look worse than they actually are. Worse, they inflate your CPL, making it harder to justify your ad spend to leadership.

Pro tip: If you’re running LinkedIn Ads alongside Google Ads, you might think job-related searches don’t apply. But they do—especially if you’re targeting job titles. A “Marketing Manager” searching for “CRM tools” could be researching for their next role, not their current one. Blocking these terms keeps your audience pure.

2. Free, Trial, and DIY Terms: The Low-Intent Red Flags

Free trials are great for conversions—if the user is serious. But when someone searches for “free CRM” or “how to build a CRM,” they’re usually not ready to pay. They want something for nothing, or they’re just exploring. Either way, they’re not your ideal customer.

Key terms to block:

“free”
“open source”
“trial” (unless you want trial signups)
“DIY”
“how to”
“template”
“alternative to [competitor]”

Here’s the kicker: These searches often come from students, small business owners on a tight budget, or even competitors checking out your pricing. None of them are likely to become high-LTV customers.

Case study: One B2B SaaS company we worked with was struggling with high bounce rates. After adding “free” and “trial” as negatives (except for their dedicated trial campaign), their bounce rate dropped by 22%. Even better? Their CPL fell by 15% because they were no longer paying for clicks from people who would never convert.

3. Pirated Content and Illegal Downloads: Protect Your Brand

This one’s non-negotiable. If your ads show up for searches like “[Your Software] crack” or “[Your Software] serial key,” you’re not just wasting money—you’re risking your brand’s reputation. Worse, you could be violating Google’s policies, which could lead to account suspensions.

Terms to block immediately:

“torrent”
“crack”
“serial key”
“warez”
“download for free”
“patch”
“license key generator”

Why? Because these users aren’t just low-intent—they’re actively trying to steal your software. And if your ads show up for these searches, Google might flag your account for promoting piracy (even if you’re not). It’s not worth the risk.

Bonus: Blocking these terms also keeps your data clean. You won’t have to sift through fake leads from people who were never going to pay in the first place.

4. Coupon, Discount, and Affiliate Terms: Price-Sensitive Users Rarely Convert

Here’s the thing about discount hunters: They’re not loyal customers. They’re looking for the cheapest option, and they’ll jump ship the second a better deal comes along. If you’re selling enterprise SaaS, these users are a distraction.

Terms to block:

“coupon”
“discount code”
“promo”
“deal”
“affiliate”
“cheap”
“best price”

Why? Because these searches attract users who are price-sensitive, not solution-sensitive. They’re not evaluating your software based on features or ROI—they’re evaluating it based on cost. And in B2B SaaS, that’s a losing game.

Pro tip: If you do offer discounts (e.g., for annual plans), create a separate campaign targeting terms like “[Your Software] discount” or “[Your Software] promo code.” That way, you can control the messaging and audience.

5. Marketplace and Consumer Brands: Keep Your Audience B2B

This one’s tricky. Some marketplace brands (like Amazon or eBay) might seem irrelevant, but they’re not—especially if your software has a consumer-friendly version or integrations. The same goes for review sites like G2 or Capterra. If you’re not targeting reviews, these searches can waste your budget.

Brands to consider blocking:

“Amazon”
“eBay”
“Walmart”
“Best Buy”
“G2 Crowd” (unless you’re running review campaigns)
“Capterra”

How to handle competitors: You can’t block competitor brand names outright (Google’s policies won’t allow it). But you can block terms like “[Competitor] alternative” or “[Competitor] vs” if you’re not running comparison campaigns. Just be strategic—sometimes, these searches come from high-intent users who are this close to converting.

The Bottom Line: Start with These, Then Refine

This universal negative keyword list is your starting point. It’s not exhaustive, but it’s a solid foundation for any B2B SaaS campaign. The key? Refresh it weekly. Check your Search Terms report, look for new irrelevant queries, and add them to your negatives. Over time, you’ll build a list that’s tailored to your audience—and your CPL will thank you.

Final thought: Negative keywords aren’t just about saving money. They’re about protecting your brand, improving lead quality, and making sure your ads only show to the right people. And in B2B SaaS, that’s everything.

3. Industry-Specific Negative Keywords: Tailoring Lists for Your SaaS Niche

You’ve blocked the obvious stuff—“free,” “jobs,” “tutorials.” Good start. But if you’re still getting bad leads, the problem might be hiding in your niche. A FinTech SaaS doesn’t want personal tax filers. A DevOps tool doesn’t need hobbyist coders. And an HR platform? Forget about job seekers.

Here’s the thing: Generic negative keywords are like a net with big holes. They catch the worst offenders, but the real waste slips through. To fix this, you need to get specific. Really specific. Like, “block every variation of ‘how to build a resume’” specific. Let’s break it down by industry so you can stop paying for clicks that’ll never convert.

HR & Recruiting SaaS: When Job Seekers Outnumber Buyers

HR software is a minefield. Your ideal customer? A hiring manager or HR director. The people clicking your ads? Often job hunters. And they’re everywhere.

Terms to block immediately:

“Job application”
“ATS resume tips”
“Resume builder”
“LinkedIn profile optimization”
“How to pass [company name] interview”
“Best cover letter templates”

Here’s the kicker: Some of these terms look relevant. “ATS” (Applicant Tracking System) is part of your product name, right? But when someone searches “ATS resume tips,” they’re not looking to buy an ATS—they’re trying to beat one. Big difference.

Pro tip: Add “student” and “entry-level” as negatives. HR buyers are usually mid-to-senior level. If they’re searching for “HR internships,” they’re not your customer.

Marketing & Sales SaaS: DIYers vs. Decision-Makers

Your ads are showing up for “how to write a cold email” and “SEO for beginners.” Sounds great, right? Wrong. These searchers aren’t looking for enterprise tools—they’re looking for free advice.

Block these like your budget depends on it (because it does):

“Marketing 101”
“HubSpot Academy”
“Free CRM”
“Sales email templates”
“How to do SEO for my blog”
“Mailchimp vs. [your tool]”

Here’s why: A search for “free CRM” rarely converts for a $500/month sales platform. These users want something cheap or free—not a high-touch enterprise solution. Same goes for “HubSpot Academy.” That’s a training program, not a buying signal.

Case in point: One B2B SaaS client was getting tons of clicks for “how to automate email marketing.” After adding “tutorial,” “DIY,” and “for beginners” as negatives, their cost per lead dropped by 30%. The traffic was cheaper and higher quality.

FinTech & Accounting SaaS: Personal Finance vs. Business Needs

QuickBooks is a great tool. But if you’re selling enterprise accounting software, you don’t want clicks from people searching “QuickBooks for personal use.”

Here’s what to block:

“Tax software”
“How to file taxes”
“IRS forms”
“Personal budget template”
“Best free accounting software”
“TurboTax vs. [your tool]”

Why this matters: A search for “tax software” usually means someone is doing their personal taxes. Your $10K/year accounting platform? Not a fit. Same with “IRS forms”—that’s a compliance search, not a buying signal.

Real-world example: A FinTech SaaS client was wasting 40% of their budget on personal finance searches. After adding niche negatives like “personal use,” “tax filing,” and “IRS,” their irrelevant leads dropped by 40%. Their sales team stopped complaining about “bad leads,” and their close rate went up.

DevOps & IT SaaS: Open-Source vs. Enterprise Buyers

Developers love free stuff. If your tool competes with open-source alternatives, you’re going to get a lot of clicks from people who’ll never pay.

Block these terms:

“GitHub”
“Open source [your tool]”
“Coding tutorial”
“How to build a [product]”
“Free alternative to [your tool]”
“Docker vs. [your tool]”

The problem: A search for “open source [your tool]” means the user wants a free version. They’re not looking to buy. Same with “GitHub”—that’s a code repository, not a buying signal.

How to tell the difference: IT decision-makers search for things like “enterprise DevOps tools” or “scalable CI/CD solutions.” Developers search for “how to set up Jenkins.” One is a buyer. The other is a hobbyist.

Healthcare & Legal SaaS: Compliance vs. Consumer Searches

HIPAA. EHR. Malpractice insurance. These terms are everywhere in healthcare and legal SaaS. But not all searches are created equal.

Block these:

“HIPAA for patients”
“Legal advice”
“Malpractice insurance”
“Patient portal”
“Free EHR”
“How to sue a doctor”

Why? A search for “HIPAA for patients” means someone is looking for consumer info—not enterprise compliance software. Same with “free EHR.” If they’re searching for “free,” they’re not your customer.

Pro tip: Add “patient” and “client” as negatives. These terms usually mean the searcher is a consumer, not a healthcare provider or law firm looking to buy software.

The Bottom Line: Niche Negatives = Better Leads

Generic negative keywords are a good start. But if you’re serious about lead quality, you need to go deeper. Block the terms that look relevant but aren’t. Stop paying for clicks from job seekers, DIYers, and hobbyists.

Your action plan:

Pick one industry from this list that matches your SaaS.
Add 5-10 niche negatives to your campaigns today.
Check your Search Terms report in a week. See what’s still slipping through.
Rinse and repeat.

The best part? You don’t need a huge budget to do this. You just need to be specific. And specificity? That’s free.

Geo-Targeting and Language-Based Negatives: Localizing for Lead Quality

You built a great SaaS product. You set up Google Ads. You even added those universal negative keywords like “free” and “jobs.” But here’s the problem: your ads are still showing to people who will never buy from you. Why? Because you forgot about geography and language.

Imagine this: Your company sells enterprise HR software in the U.S. and Canada. But your ads keep popping up for searches like “best HR software in India” or “curso de recursos humanos” (Spanish for “HR course”). These people aren’t your customers. They’re in the wrong country, speaking the wrong language, or looking for something completely different. And every time your ad shows up for them? That’s money down the drain.

The fix? Geo-targeting and language-based negative keywords. This isn’t just about blocking a few countries—it’s about fine-tuning your campaigns so they only reach the right people in the right places. Let’s break it down.

Blocking Non-Target Regions: Why “Near Me” Isn’t Always Your Friend

If you’re a B2B SaaS company, you probably don’t want to show ads to small local businesses. But terms like “near me” or “[city] jobs” can trigger your ads for searches that have nothing to do with your product.

Here’s what to block:

“Near me” – Unless you offer local services, this is usually a red flag.
“[Country] jobs” – Example: “UK jobs for SaaS sales” or “Canada remote work.”
“Local [service]” – Like “local IT support” or “nearby marketing agencies.”
“[City] + [industry]” – Example: “New York accounting firms” if you sell global software.

How to do this in Google Ads:

Go to your campaign settings.
Under “Locations,” select “Location options.”
Choose “People in or regularly in your targeted locations” (not “Presence or interest”).
Add negative locations where you don’t operate.

This alone can cut wasted spend by 10-20%. But we’re just getting started.

Language Matters: When “Gratis” Isn’t a Good Sign

If you’re running ads in English, you might think you’re safe. But what about searches in other languages? Terms like “gratis” (Spanish/German for “free”), “emploi” (French for “jobs”), or “curso” (Spanish for “course”) can sneak into your campaigns and waste budget.

Common language-based negatives to add:

Spanish: “gratis,” “curso,” “tutorial,” “empleo,” “descargar” (download)
French: “gratuit,” “emploi,” “formation,” “télécharger” (download)
German: “kostenlos,” “kurs,” “job,” “herunterladen” (download)
Portuguese: “grátis,” “curso,” “emprego,” “baixar” (download)

Pro tip: Use Google Translate or SEMrush to find more irrelevant terms in your target languages. If you’re not sure, add them as negatives and check the Search Terms report later.

Competitor Names: When to Block Them (and When to Bid on Them)

Here’s a tricky one: Should you block competitor names in regions where you don’t operate?

Example: Your SaaS company sells in North America, but you keep seeing searches for “[Competitor] pricing in Germany.” If you don’t serve Germany, blocking this term makes sense. But if you do serve that market, you might want to bid on it—just with a tailored ad.

Legal note: Google allows bidding on competitor names, but you can’t use their trademark in your ad copy. If you block them, make sure it’s for business reasons, not just to avoid competition.

How to handle this:

Block competitors in non-target regions (e.g., if you don’t sell in Europe, block “[Competitor] Europe”).
Bid on competitors in your target markets but with a strong value proposition (e.g., “Better than [Competitor]—24/7 support included”).

Case Study: How One SaaS Company Saved 28% on Wasted Spend

A global SaaS company was running ads in English, Spanish, and French. But their Search Terms report showed they were getting clicks from:

“Software de contabilidad gratis” (free accounting software in Spanish)
“Emploi en SaaS” (SaaS jobs in French)
“Local IT support near me” (not their target audience)

They added geo and language-based negatives, segmented their campaigns by region, and excluded competitor names in non-target markets. Result? 28% less wasted spend and a 15% increase in qualified leads.

Final Thought: Localization Isn’t Just for Big Brands

You don’t need a huge budget to do this. Start small:

Check your Search Terms report for irrelevant geo/language terms.
Add negatives for non-target regions and languages.
Segment campaigns by location if you serve multiple markets.
Refresh weekly—new irrelevant terms pop up all the time.

The goal isn’t to block everything. It’s to make sure your ads only show to people who actually want what you’re selling. And when you do that? Your cost per lead drops, your conversion rates go up, and your sales team stops complaining about bad leads.

Ready to try it? Your budget will thank you.

Support, Tutorial, and Low-Intent Terms: Filtering Out Non-Buyers

You know that feeling when you’re talking to someone at a party, and they’re just not getting it? They nod along, but you can tell they’re not really interested. That’s exactly what happens when your ads show up for people searching for “how to cancel [your product]” or “what is SaaS?” These aren’t potential customers—they’re existing users, students, or just curious browsers. And every click from them is money down the drain.

The problem? These low-intent searches look harmless at first glance. But they’re like weeds in your garden—they’ll choke out the good leads if you don’t pull them out. Let’s break down how to spot these terms and why they’re killing your lead quality.

Blocking Customer Support and Troubleshooting Searches

Here’s the hard truth: If someone is searching for “[your product] login issues” or “how to reset password [your product],” they’re already a user. They’re not looking to buy—they’re looking for help. And guess what? Your sales team doesn’t want to talk to them.

Common support-related terms to block:

“how to cancel [product]” (They’re leaving, not buying.)
“contact support [product]” (They need help, not a demo.)
“error code [number] [product]” (They’re frustrated, not shopping.)
“[product] not working” (Same as above.)
“[product] refund policy” (They’re trying to leave.)

Why this matters: These searches don’t just waste budget—they skew your data. If 30% of your clicks are from existing users, your conversion rates look artificially low. And when you optimize for those numbers, you end up making bad decisions.

Pro tip: If you’re running a freemium model, you might want to keep some of these terms—but only for retargeting. For cold traffic? Block them.

Excluding Educational and Tutorial Content

Now, let’s talk about the “what is” crowd. These are the people searching for “what is CRM software?” or “beginners guide to project management tools.” They’re not ready to buy—they’re still learning.

Common tutorial/educational terms to block:

“what is [product]” (They’re researching, not buying.)
“[product] tutorial” (They want to learn, not purchase.)
“how to use [product]” (Same as above.)
“[product] demo video” (They’re watching, not converting.)
“[product] vs. [competitor]” (More on this later.)

The exception: If you’re running a content marketing strategy, you might want to keep some of these terms—but only for organic traffic. For paid ads? Block them. You’re not a university—you’re a business.

Case study: A SaaS company selling HR software noticed that 40% of their ad clicks came from people searching for “what is HR software.” After adding these terms as negatives, their cost per lead dropped by 25%. Why? Because they stopped paying for clicks from people who weren’t ready to buy.

Handling “Vs.” and Comparison Searches

Here’s where it gets tricky. Searches like “[your product] vs. [competitor]” can be gold—or they can be a waste of money. It depends on your strategy.

When to block “vs.” terms:

If you’re the underdog (e.g., “Slack vs. Microsoft Teams” and you’re not Slack).
If the comparison is irrelevant (e.g., “[your project management tool] vs. QuickBooks”).
If you’re getting low-quality leads from these searches.

When to target “vs.” terms:

If you’re the market leader (e.g., “Salesforce vs. [your CRM]”).
If you have a strong competitive advantage (e.g., “HubSpot vs. [your marketing tool]” and you offer better pricing).
If you’re running a comparison landing page.

Example: A SaaS company selling email marketing software tested blocking “[competitor] vs. [their product]” terms. Their lead quality improved by 30% because they stopped attracting price-sensitive shoppers who were just comparing features.

Pro tip: If you’re unsure, run a small test. Block “vs.” terms for a week and see if your conversion rates improve. If they do, keep them blocked.

DIY and Self-Service Terms: The Enterprise Killer

Here’s a harsh reality: If someone is searching for “build your own CRM” or “no-code alternative to [your product],” they’re not your customer. They’re looking for a cheap or free solution—and enterprise SaaS isn’t cheap.

Common DIY/self-service terms to block:

“build your own [product]” (They want to DIY, not buy.)
“no-code [product]” (They’re looking for a free tool.)
“[product] template” (They want a quick fix, not a solution.)
“spreadsheet alternative to [product]” (They’re not ready for SaaS.)
“open source [product]” (They want free, not paid.)

Why this matters: These users rarely convert into paying customers. And if they do, they’re usually the worst kind—price-sensitive, high-maintenance, and quick to churn.

Case study: A SaaS company selling accounting software noticed that 15% of their ad spend went to people searching for “free accounting software template.” After blocking these terms, their average deal size increased by 20%. Why? Because they stopped attracting small businesses and started focusing on enterprise clients.

Final Thought: It’s Not About Blocking—It’s About Focusing

Negative keywords aren’t about being restrictive—they’re about being smart. Every term you block is a step toward showing your ads to the right people. And in B2B SaaS, that’s everything.

Action step: This week, pull your search terms report. Look for support, tutorial, and DIY terms. Add them as negatives. Then, watch your lead quality improve.

Because at the end of the day, it’s not about how many leads you get—it’s about how many of them actually close. And that starts with blocking the noise.

6. Advanced Strategies: Dynamic Negative Keyword Lists and Automation

Negative keywords are like a bouncer for your B2B SaaS ads—they keep out the wrong crowd so your budget only talks to people who actually want what you sell. But here’s the problem: most companies set their negatives once and forget about them. That’s like hiring a bouncer and then never giving them an updated guest list. Over time, your ads start showing up for searches that waste money and hurt your lead quality.

The solution? Treat your negative keyword list like a living, breathing thing. Update it regularly, organize it smartly, and even automate parts of it. This isn’t just about saving a few bucks—it’s about making sure every click has a real shot at turning into a paying customer. Let’s break down how to do this the right way.

Build a Master Negative Keyword List (And Keep It Organized)

A master list is your single source of truth for all the terms you never want to show up for. But if it’s just a giant, messy spreadsheet, it’s useless. Here’s how to structure it so it actually works:

Universal negatives – Terms that apply to every B2B SaaS campaign (e.g., “free,” “torrent,” “crack,” “jobs,” “DIY”).
Industry-specific negatives – Terms that only matter for your niche. Selling HR software? Block “payroll calculator” or “resume templates.” Building a CRM? Add “email client” or “contact manager.”
Geo-based negatives – If you only serve North America, block “UK,” “Australia,” or “India.” Even better: use negative location targeting in Google Ads.
Intent-based negatives – Words that signal someone isn’t ready to buy (e.g., “tutorial,” “vs,” “alternative,” “open source”).

Pro tip: Use Google Sheets or Airtable to keep your master list. Add columns for:

The negative keyword
Which campaign it applies to
The date it was added
Who added it (so you can track changes)

This way, when you’re reviewing search terms, you can quickly copy-paste from your master list instead of starting from scratch every time.

The 15-Minute Weekly Routine That Saves Thousands

Most people check their search terms report once a month—if that. By then, they’ve already wasted money on bad clicks. Instead, make this a weekly 15-minute habit:

Open your search terms report (Google Ads > Keywords > Search Terms).
Sort by cost (highest to lowest). These are the terms burning your budget.
Look for patterns – Are you seeing a lot of “free [your product] download”? Add “free” to your negatives. Too many “how to [do something your product does]”? Block “tutorial” and “DIY.”
Check for low-intent terms – Words like “vs,” “alternative,” or “comparison” usually mean someone is just researching, not buying.
Add negatives in bulk – Use Google Ads Editor to upload your master list or add new terms in one go.

Here’s the key: Don’t just block everything that doesn’t convert. Some terms might have low conversions but high intent (e.g., “enterprise [your product] pricing”). Use this rule of thumb:

Block if: The term has 50+ clicks and 0 conversions.
Keep if: The term has high impressions but low clicks (it might just need better ad copy).

Automate the Boring Stuff (So You Don’t Have To)

If you’re adding the same negatives every week, you’re doing it wrong. Here’s how to automate it:

1. Google Ads Scripts for Auto-Negatives

Google Ads scripts let you set rules for adding negatives automatically. For example:

Block terms with 0 conversions after 50 clicks – This script runs weekly and adds any term that meets this criteria to your negatives.
Block job-related searches – If your product isn’t for job seekers, this script blocks terms like “careers,” “hiring,” or “salary.”

Here’s a simple script to get you started (you can find free templates online or ask your dev team to set it up):

function main() {
  var campaignIterator = AdsApp.campaigns().get();
  while (campaignIterator.hasNext()) {
    var campaign = campaignIterator.next();
    var report = campaign.searchQueries()
      .withCondition("Conversions < 1")
      .withCondition("Clicks > 50")
      .get();
    while (report.hasNext()) {
      var row = report.next();
      campaign.createNegativeKeyword(row.getQuery());
    }
  }
}

2. Use AI to Find Irrelevant Terms Faster

Tools like Phrasee, Acquisio, or even custom Python scripts can analyze your search terms and flag irrelevant ones using natural language processing (NLP). For example:

A SaaS company used AI to scan their search terms and found that 60% of their wasted spend came from terms like “student discount,” “nonprofit pricing,” and “

7. Measuring Success: KPIs and Metrics for Negative Keyword Performance

You added negative keywords to your B2B SaaS campaigns. Great! But how do you know if they’re actually working? The truth is, many marketers stop at “I added negatives” and never check the real impact. That’s like buying a gym membership and never stepping on a scale. If you’re not measuring, you’re just guessing.

The good news? Tracking success with negative keywords isn’t complicated. You just need to focus on the right numbers—and know how to read them. Let’s break it down.

The Key Metrics That Actually Matter

Before you added negatives, your ads were probably showing up for all kinds of irrelevant searches. Maybe people were clicking, but they weren’t converting. Maybe your cost per lead (CPL) was through the roof. Now that you’ve cleaned up your targeting, here’s what you should watch:

Click-through rate (CTR): If your CTR goes down after adding negatives, don’t panic. This often means you’re filtering out low-intent clicks. A lower CTR with better conversions is a win.
Conversion rate: This should go up. Fewer tire-kickers = more serious leads.
Cost per lead (CPL): If your CPL drops, your negatives are working. If it stays the same (or worse, goes up), you might be blocking the wrong terms.
Lead-to-customer rate: This is the big one. Are more of your leads turning into paying customers? If yes, your negatives are doing their job.

Here’s a quick example: A SaaS company selling HR software noticed their CPL was $120, but only 5% of leads became customers. After adding negatives like “free,” “tutorial,” and “student discount,” their CPL dropped to $85—and their lead-to-customer rate jumped to 12%. That’s a huge improvement, and it all came from filtering out the noise.

How to Tell If Negatives Are the Reason (Not Just Luck)

It’s easy to assume that any improvement in your campaigns is because of your negatives. But what if it’s just a seasonal trend? Or a new ad copy? Here’s how to separate the signal from the noise:

Compare before and after: Look at your metrics before adding negatives and after. If you see a clear shift (like a 20% drop in CPL), that’s a strong sign.
Check the search terms report: Are the irrelevant terms you blocked no longer showing up? If yes, your negatives are working.
Talk to your sales team: Are they getting fewer “I just wanted a free trial” leads? Are more leads booking demos? If sales is happier, your negatives are doing their job.
Run a small test: Pause your negatives for a week (on one campaign) and see if performance drops. If it does, turn them back on—you’ve got proof they’re helping.

Pro tip: If you’re not sure which negatives are making the biggest impact, try removing them one by one and see what happens. Sometimes, just a few key terms are doing 80% of the work.

The Qualitative Signs Your Negatives Are Working

Numbers are great, but sometimes the best feedback comes from real people. Here’s what to listen for:

Sales says, “These leads are better.” If your sales team is spending less time on unqualified leads, that’s a win.
Fewer “just looking” emails. If you’re getting fewer messages like “Do you have a free version?” or “Can I get a discount?” your negatives are filtering out the wrong crowd.
More demos booked. If your demo requests go up (even if total leads go down), you’re attracting the right people.

One SaaS company I worked with saw their demo requests jump by 25% after refining their negatives. Why? Because they stopped wasting budget on people who just wanted a free tool. Instead, they started reaching decision-makers who were ready to buy.

Common Mistakes (And How to Avoid Them)

Negative keywords are powerful, but they can backfire if you’re not careful. Here are the biggest pitfalls—and how to avoid them:

Over-blocking: Adding too many negatives can accidentally block high-intent terms. For example, if you block “enterprise,” you might miss out on searches like “enterprise [your product name].”
- Fix: Review your negatives every month. Ask: “Could this term ever be relevant?”
Under-blocking: Missing niche irrelevant terms can waste budget. For example, if you sell to businesses but don’t block “student discount,” you’ll attract the wrong crowd.
- Fix: Use tools like Google’s search terms report to spot new irrelevant terms.
Setting and forgetting: Negatives aren’t a “set it and forget it” tool. New irrelevant terms pop up all the time.
- Fix: Schedule a quick audit every quarter. Even 15 minutes can save you thousands.

Tools to Track Negative Keyword Performance

You don’t need fancy software to measure success, but a few tools can make your life easier:

Google Ads reports: Check the “Search terms” report to see what you’re blocking (and what you’re still showing for).
Google Analytics 4 (GA4): Track how your conversion rates change after adding negatives.
Salesforce/HubSpot: See if your sales team is closing more deals from paid leads.
Third-party tools: Platforms like SEMrush or Ahrefs can help spot new irrelevant terms.

Here’s a simple routine to follow:

Weekly: Check your search terms report for new irrelevant queries.
Monthly: Review your CPL, conversion rate, and lead quality.
Quarterly: Do a deep dive. Are your negatives still working? Are there new terms to block?

The Bottom Line

Negative keywords aren’t just about saving money—they’re about making money. When you filter out the wrong people, you attract the right ones. And when the right people click your ads, your sales team closes more deals.

So, what’s your next step? Pick one thing from this section and try it this week. Maybe it’s checking your search terms report. Maybe it’s asking your sales team for feedback. Whatever it is, just start. Your budget (and your sales team) will thank you.

Conclusion: Building a Scalable Negative Keyword Strategy for B2B SaaS

Let’s be honest—most SaaS companies waste money on ads that never convert. You bid on keywords, get clicks, but half those leads are students, job seekers, or people just looking for free trials. That’s where negative keywords come in. They’re not just a “nice to have”—they’re the difference between burning cash and building a pipeline of high-quality leads.

Think of your negative keyword strategy like a filter. The better your filter, the cleaner your water. And in B2B SaaS, clean water means leads that actually close. We’ve covered the five pillars of a strong negative keyword list:

Universal terms (jobs, free, torrents, DIY) – block the obvious waste
Industry-specific (competitor names, unrelated software categories) – keep your ads relevant
Geo-targeting (countries or regions you don’t serve) – avoid mismatched traffic
Intent-based (tutorials, “vs.” comparisons, support queries) – filter out non-buyers
Support-related (error messages, troubleshooting) – stop paying for customer service traffic

But here’s the thing: a negative keyword list isn’t a “set it and forget it” tool. It’s a living, breathing part of your ad strategy. The best SaaS marketers don’t just build a list—they refine it weekly.

Your Next Steps (Start Today)

You don’t need to overhaul everything at once. Pick one campaign and try this:

Start with the universal list – Add the basics (jobs, free, cheap, etc.) right now.
Layer in industry terms – Block competitors and irrelevant software categories.
Set up a weekly review – Check your search terms report every Monday. Look for patterns (e.g., “student discount” or “nonprofit pricing” eating your budget).
Automate where you can – Use scripts to flag high-spend, low-conversion terms automatically.

The Long-Term Payoff

Small optimizations add up. A SaaS company we worked with saved $50K/year just by blocking “free,” “trial,” and “student” variations. Their cost per lead dropped by 30%, and their sales team stopped wasting time on unqualified leads. That’s the power of a disciplined negative keyword strategy—it doesn’t just save money, it makes your entire sales process more efficient.

Ready to Get Started?

We’ve put together a free master negative keyword list template for B2B SaaS. It’s got the universal terms, industry-specific suggestions, and even a few advanced filters to get you started. Download it, tweak it for your niche, and start filtering out the noise.

The question isn’t if you should use negative keywords—it’s how soon you’ll start. Your budget (and your sales team) will thank you.

** Why Negative Keywords Are Critical for B2B SaaS Lead Quality**