Every click you pay for from a DIYer, job seeker, or window shopper is money straight down the drain.
The fix is simple: negative keywords. These tell Google which searches should never trigger your ads.
Below is the complete negative keyword list we use for kitchen and bath remodeling clients. Copy it, paste it into your campaign, and stop bleeding budget today.
DIY and Self-Service Keywords
These searchers want to do it themselves. They'll never hire you.
| Negative Keyword | Why Block It |
|---|---|
DIY | Self-service intent |
how to | Tutorial seekers |
yourself | DIY intent |
tutorial | Learning, not buying |
instructions | DIY intent |
guide | Research phase (use cautiously) |
steps | DIY process |
install myself | Self-installation |
self install | No contractor needed |
Job Seeker Keywords
People looking for work, not work done. This category wastes more budget than most remodelers realize.
| Negative Keyword | Why Block It |
|---|---|
jobs | Employment seekers |
careers | Employment seekers |
hiring | Employment seekers |
employment | Employment seekers |
salary | Job research |
resume | Job applicants |
apprentice | Training seekers |
certification | Trade training |
license requirements | Contractor research |
Budget and Discount Shoppers
If your minimum project is $15k+, these searchers aren't your customers.
| Negative Keyword | Why Block It |
|---|---|
cheap | Price-focused, not quality |
cheapest | Lowest bidder mentality |
budget | Cost-constrained (use cautiously) |
affordable | Price shoppers |
discount | Deal seekers |
free | Not ready to pay |
low cost | Price-focused |
inexpensive | Budget buyers |
bargain | Deal hunters |
Small Job and Repair Keywords
If you do full remodels, block the repair and handyman searches.
| Negative Keyword | Why Block It |
|---|---|
repair | Small job, not remodel |
fix | Repair intent |
handyman | Small jobs |
patch | Minor repair |
touch up | Minor work |
refinish | Surface work only |
resurface | Not full replacement |
reglaze | Bathtub surface only |
caulk | Minor maintenance |
Parts and Supplies Keywords
Searchers looking for products, not services.
| Negative Keyword | Why Block It |
|---|---|
buy | Product purchase |
for sale | Product shopping |
home depot | Retail shopping |
lowes | Retail shopping |
amazon | Online shopping |
ikea | DIY/retail |
parts | Component shopping |
supplies | Material shopping |
wholesale | Trade/bulk buying |
Inspiration and Research Keywords
Early-stage researchers who are months away from hiring, if ever.
| Negative Keyword | Why Block It |
|---|---|
ideas | Pinterest phase |
inspiration | Browsing, not buying |
pinterest | Idea collection |
houzz | Browsing platform |
photos | Visual research |
pictures | Visual research |
gallery | Browsing |
trends | Early research |
styles | Early research |
Non-Customer Keywords
Renters, students, and other non-buyers.
| Negative Keyword | Why Block It |
|---|---|
rental | Renters can't authorize work |
apartment | Usually renters |
landlord | Not decision maker |
tenant | Renters |
class | Education/training |
course | Education |
school | Education |
training | Trade education |
Competitor and Brand Keywords
Unless you're intentionally running competitor campaigns, block these.
| Negative Keyword | Why Block It |
|---|---|
bath fitter | Specific competitor |
rebath | Specific competitor |
kitchen magic | Specific competitor |
[local competitor names] | Add your market's competitors |
The Copy-Paste List
Here's the full list in a format you can copy directly into Google Ads:
DIY, how to, yourself, tutorial, instructions, steps, install myself, self install, jobs, careers, hiring, employment, salary, resume, apprentice, certification, cheap, cheapest, affordable, discount, free, low cost, inexpensive, bargain, repair, fix, handyman, patch, touch up, refinish, resurface, reglaze, caulk, buy, for sale, home depot, lowes, amazon, ikea, parts, supplies, wholesale, ideas, inspiration, pinterest, houzz, photos, pictures, gallery, trends, styles, rental, apartment, landlord, tenant, class, course, school, training
What About "Cost" and "Price"?
Many guides say to block these. We disagree, with a caveat.
"Kitchen remodel cost" searchers are often qualified buyers doing due diligence. They want to know if they can afford a project before calling.
Our recommendation: Don't add as negatives initially. Instead, create a dedicated landing page for cost searches that educates and pre-qualifies. If your data shows these searches don't convert after 60 days, then consider blocking.
Next Steps
Negative keywords are just one piece of the $15k+ Job Filter system. To truly stop wasting ad spend:
- Build filtering landing pages that pre-qualify
- Implement phone script qualification
- Execute the 5-minute follow-up rule
- Track cost per booked job, not cost per lead
Read the full guide: The $15k+ Job Filter
Need Help?
If your Google Ads are attracting the wrong leads despite negative keywords, the problem is usually deeper: targeting, landing pages, or offer positioning.