If you’re running PPC ads to target high-intent roofing leads, your keyword list isn’t the only thing that matters—your negative keyword list is just as important. Without it, you risk paying for clicks from people who were never going to hire you in the first place.
In this article, we’ll break down what negative keywords are, how they work in Google Ads, and why they’re essential for improving your ROI and lead quality in roofing campaigns.
What Are Negative Keywords?
Negative keywords are words or phrases that prevent your ad from showing when included in a user’s search. Think of them as filters that block unqualified traffic from seeing—and clicking—your ads.
If you add “DIY” as a negative keyword, your ad won’t show for searches like “DIY roof repair” or “how to fix my own roof.”
This helps you focus your budget on searchers who are more likely to become paying customers—not researchers, job seekers, or tire-kickers.
Why Negative Keywords Matter for High-Intent PPC Campaigns
1. They Eliminate Wasted Ad Spend
Every click costs money. If you’re showing up for searches that don’t align with your services, you’re throwing money at people who will never convert.
If you only do residential roofing, and someone searches “commercial roof replacement,” that’s a wasted click unless you’ve excluded “commercial.”
2. They Improve Click-Through Rate (CTR)
By preventing your ads from showing on irrelevant searches, negative keywords help keep your CTR higher. A better CTR improves your Quality Score and lowers your cost per click (CPC).
3. They Increase Lead Quality
When your ads only show to people with real purchase intent, you’ll attract better leads—homeowners who are ready to schedule an inspection or request a quote.
4. They Align With High-Intent Keyword Strategy
You may already be using high-intent keywords like “emergency roof repair near me” or “roof replacement quote.” But if you don’t filter out irrelevant modifiers, your ad might still show up for unrelated searches.
Common Negative Keywords for Roofing PPC Campaigns
1. DIY and Research Terms
- DIY
- how to
- fix my own
- repair myself
- instructions
2. Employment or Career Searches
- jobs
- hiring
- apprentice
- careers
3. Educational or Informational Searches
- classes
- training
- schools
- courses
4. Services You Don’t Offer
- commercial
- metal roof (if you only do shingle)
- new construction
5. Budget and Pricing Shoppers
- cheap
- free roof (unless it’s insurance-based)
- low cost
If you work with insurance claims, don’t block terms like “free roof estimate”—just make sure your copy clarifies the process.
How to Add Negative Keywords in Google Ads
Step 1: Open Your Campaign
Go to the “Keywords” tab in your Google Ads campaign, then click on the “Negative Keywords” section.
Step 2: Add Keywords at the Right Level
You can apply negative keywords at three levels:
- Specific to one group of ads
- Applied to an entire campaign
- A shared list across multiple campaigns
Step 3: Choose the Right Match Type
- Blocks any phrase that includes the term (e.g., “training” blocks “roofing training near me”)
- Blocks searches with the exact phrase in order (““roof repair training””)
- Blocks only that exact query ([roof repair training])
How to Discover New Negative Keywords
1. Use the Search Terms Report
Check the Search Terms report in Google Ads to see what users are actually typing. Look for irrelevant phrases and add them as negatives.
2. Monitor Regularly
This isn’t a one-and-done task. New searches pop up all the time, especially after storms or during seasonal changes. Keep refining your list.
3. Use Keyword Tools
Tools like SEMrush, Ahrefs, or even Google’s own Keyword Planner can help surface low-intent or irrelevant keywords in your market.
How HOWL Uses Negative Keywords to Optimize Roofing PPC
At HOWL, we build roofing campaigns that prioritize high-intent targeting—and that includes aggressive negative keyword filtering from day one. Our approach includes:
- Industry-specific negative keyword libraries
- City and service-type segmentation
- Search term monitoring across campaigns
- Custom exclusions for services our clients don’t offer
We don't just add keywords—we subtract the ones that waste your budget.
Final Thoughts: Subtraction Is Just as Powerful as Addition
Negative keywords are your best defense against low-quality traffic. They protect your budget, sharpen your targeting, and ensure your roofing ads reach only the people most likely to convert. Especially in high-intent campaigns, trimming the fat can make the difference between a full calendar and an empty pipeline.
Apply to work with HOWL and let us build you a high-performance roofing PPC strategy—complete with negative keyword protection that filters out junk and focuses your ads where they matter most.