Search terms and negative keywords with AI in Google Ads

Why the Search Terms report alone is not enough

In the Google Ads UI you see a limited data window and compare manually. Meanwhile new queries appear daily — some relevant, many not. Without a process, you lose money on generic terms, typos, or intents completely different from your offer.

Clear rules, not magic

A good engine uses transparent rules: for example cost above 3× target CPA, minimum 20 clicks, zero conversions. You set objectives; AI applies them at scale. You see exactly why a term was flagged — not just “score 0.42”.

Where humans must step in

Brand terms (including misspellings), competitor names you want to bid on, or ambiguous queries that bring rare but valuable conversions. AI does not know your client negotiation history. The proposed list is a starting point, not a final verdict.

Negative keywords: campaign vs list vs account

Where you add an exclusion matters. Recommendations should specify the right level so you do not block useful traffic in another campaign. On approval, check impact on account structure — especially with Performance Max and heavy overlap.

The outcome you want

Less waste, same or more volume on terms that convert. With AI and human approval, you can run this cycle weekly or daily without hours in CSV exports. It is one of the fastest ROI wins in Search optimization.