Google Ads Negative Keyword Bank
Builds the reusable negative keyword list that blocks wasted spend before launch and during the weekly Search Terms review.
Client: CGH Injury LawyersWhat it produced for CGH Injury Lawyers
A launch-ready negative keyword bank for CGH Injury Lawyers' Denver personal injury search account. At PI click costs (a vertical benchmark of roughly 45 to 90 dollars per click for Denver injury terms), a single irrelevant click can cost more than a week of clicks in a cheap vertical. The negatives below are the first line of budget defense.
These are applied as an account-level negative keyword list, then attached to every search campaign, exactly as the skill's process prescribes.
Account-level negative list (build pre-launch, review weekly)
| Category | Negatives for CGH |
|---|---|
| Informational / DIY | how to, do it yourself, diy, tutorial, guide, tips, template, sample, example, checklist, pdf, calculator |
| Free / no cost intent | free, free consultation script, free legal advice, pro bono, no cost, gratis, legal aid, free lawyer |
| Job seekers | jobs, job, careers, career, hiring, salary, salaries, employment, intern, internship, paralegal, law clerk, attorney jobs, law firm jobs, resume, apprenticeship, how to become |
| Education / students | law school, lsat, bar exam, study, course, classes, degree, university, college, paralegal program, cle |
| Self-represented / no lawyer | without a lawyer, do i need a lawyer, represent myself, pro se, small claims, how to file a claim myself |
| Wrong service (not CGH practice) | divorce, custody, criminal defense, dui lawyer, dwi, bankruptcy, immigration, patent, trademark, real estate lawyer, estate planning, will, tax attorney, workers comp only (route separately if added), social security disability, family law |
| Wrong industry homonyms | car accident report, accident report form, dmv, police report, traffic ticket, insurance quote, cheap car insurance, auto repair, body shop, towing, rental car, dog training, dog trainer, dog breeder |
| Research / news / non-buyer | statistics, news, study, lawsuit news, class action (unless targeted), reddit, quora, wikipedia, definition, meaning, what is |
| Low-quality / price shoppers | cheap, cheapest, discount, low cost, bargain, affordable lawyer (add since CGH holds a premium, results-driven positioning) |
| Out-of-area geos | out of state geos and any city CGH does not serve; add Colorado towns outside the Denver metro service area as they appear in Search Terms |
| Competitor names | add named Denver PI competitors as negatives unless a deliberate conquesting campaign is approved, since competitor traffic on the core account wastes budget at PI CPCs |
Practice-specific traps to catch in the weekly review
PI search terms drift toward these. Watch for and bury them:
- Car accident: "accident report", "car accident insurance claim" (DIY intent), "minor fender bender what to do"
- Dog bite: "dog bite first aid", "dog bite treatment", "is my dog aggressive", "report a dangerous dog"
- Slip and fall: "slip and fall exercises", "fall prevention", "slip resistant shoes"
- Truck accident: "truck driving jobs", "cdl", "truck accident video", "truck accident statistics"
- Wrongful death: "wrongful death definition", "grief support", "funeral cost" (research, not hire intent)
Maintenance process (the weekly loop)
- Build the initial list above before launch.
- Open the Search Terms report every week.
- Add any new irrelevant term as a negative at the right level (account list for universal junk, campaign or ad group for practice-specific).
- Promote converting search terms to Exact match keywords in the same pass.
- Keep the account-level list as the reusable master, so the next CGH expansion city starts from it instead of from zero.
Compliance note
Negative keyword work is non-content and carries no YMYL claims, so it ships without the claims-ledger gate. The only judgment call is conquesting: do not add or remove competitor-name negatives without CGH approval, since that is a strategy decision, not hygiene.