Negative keywords are the highest-return, least-used lever in a small Google Ads account. A useful negative keyword tool groups exclusions by waste category — job seekers, free intent, DIY, wholesale, competitors, wrong geography and irrelevant verticals — recommends the right match type for each negative, works at campaign and account level, and covers the local language properly. Build the list before launch rather than after the spend, then add new terms from the search terms report every two weeks.