Running Google Ads for your dental clinic but still getting unqualified leads? You’re probably missing one powerful tool: negative keywords.
Negative keywords are essential for improving the relevance of your ads, reducing wasted ad spend, and attracting patients who are actually looking for your dental services. In this blog, we’ll explain what negative keywords are, why they matter, and how to use them effectively in your dental Google Ads campaigns.
What Are Negative Keywords?
Negative keywords prevent your ads from showing for irrelevant or low-quality searches. They act as filters that tell Google:
“If someone types this word or phrase, do not show my ad.”
Why Are Negative Keywords Important for Dentists?
Without negative keywords, your ads can show for:
- Students looking for “dental school admission”
- DIYers searching “how to fix tooth pain at home”
- Job seekers searching “dental assistant jobs”
- Price-sensitive users searching “free dental care”
Result?
Wasted clicks, higher costs, and zero patients.
Examples of Negative Keywords for Dentists
Here are common categories and examples of negative keywords that most dental clinics should exclude:
🔹 Educational Searches
- “dental school”
- “how to become a dentist”
- “dentist salary”
🔹 DIY & Home Remedies
- “home remedies for toothache”
- “how to clean teeth at home”
🔹 Job Seekers
- “dental assistant jobs”
- “hiring dentist”
🔹 Free or Low-Intent Searches
- “free dental care”
- “cheap dental clinic”
- “free teeth whitening”
🔹 Non-Local Searches
If you’re targeting a specific city, exclude unrelated locations:
- “dentist in New York” (if your clinic is in Houston)
- “Chicago dental clinic” (if irrelevant)
How to Add Negative Keywords in Google Ads
✅ Step 1: Open Your Campaign
Go to your Google Ads dashboard, choose the relevant campaign or ad group.
✅ Step 2: Navigate to ‘Negative Keywords’
- Click on Keywords from the left menu
- Select the Negative keywords tab
✅ Step 3: Add Keywords
- Add negative keywords manually or from your search terms report
- Apply them to the ad group or campaign level as needed
Where to Find New Negative Keywords
🔍 Search Terms Report
Go to Keywords > Search terms. This shows the actual phrases people searched before clicking your ad.
Scan it weekly and look for:
- Irrelevant topics
- Job searches
- DIY content
- Competitor names (if not targeting them)
🔧 Use Keyword Tools
Use tools like:
- Google Keyword Planner
- SEMrush
- Ubersuggest
They’ll show potential irrelevant terms to preemptively exclude.
Tips for Managing Negative Keywords
✅ Use Match Types for Control:
- Broad Match Negative: Blocks any search containing your word
→ jobs blocks “dental jobs in Boston” - Phrase Match Negative: Blocks exact phrases
→ “free dental” blocks “free dental clinic” - Exact Match Negative: Blocks the precise search
→ [how to pull tooth] blocks only that search
✅ Create a Master List:
Maintain a reusable negative keyword list you can apply to new campaigns.
✅ Refine Over Time:
Negative keywords are not “set-it-and-forget-it.” Review your campaign weekly or monthly and update the list.
Real-World Example
Campaign Goal: Emergency dental appointments in San Diego
Without Negative Keywords:
- Ad shows for: “dental emergency cost”, “dental emergency job”, “free dental help”
- High clicks, low conversions
With Negative Keywords:
- Ad excluded: “free”, “cost”, “job”, “career”, “school”
- Higher conversion rate from real patients needing immediate care
Conclusion
Negative keywords are a game-changer for dental Google Ads. By eliminating irrelevant traffic, you spend less and convert more. Whether you’re promoting teeth whitening, implants, or emergency care, the right negative keywords will help your ads reach only the people who matter most: future patients.
Need Help Building a High-ROI Google Ads Campaign?
We specialize in dental PPC strategies that convert. Request a free negative keyword audit today!