If your Google Ads are racking up clicks but the phone’s not ringing, there’s a good chance your ads are showing to the wrong people. One of the most effective ways to clean this up is by using negative keywords.
Adding the right negative keywords for mechanic Google Ads helps you block irrelevant traffic, avoid budget waste, and focus only on searchers who are ready to book.
In this post, we’ll explain how they work, why they matter, and which 10 negative keywords every auto shop should add straight away.
Key Summary
- Negative keywords prevent your ads from showing on irrelevant or unqualified search terms.
- Most mechanics waste money on clicks from DIY searches, job seekers, and bargain hunters.
- Common negative keywords include “free,” “course,” “job,” and “DIY.”
- Use both broad and exact match types to fine-tune results.
- Regularly review your search terms report in Google Ads to spot new negatives.
- Keeping your negative list updated can lower your cost per lead and improve conversion rates.
Why Negative Keywords Matter for Auto Shops
Every time someone clicks on your ad, you pay. But not every click is valuable. If someone’s looking for “free car service” or “how to fix brakes at home,” they’re not your ideal customer.
Negative keywords let you filter out the wrong audience. That means more of your budget goes to people who are looking to book a service, not just browsing, learning, or job hunting.
What Happens When You Don’t Use Them
Without negative keywords, your ad could show up for hundreds of irrelevant searches. You might get clicks from people looking for mechanic courses, apprenticeships, how-to guides, or even used car parts.
These clicks add up. Even worse, they push your ad further down in search results by lowering your click-through and conversion rates.
In short, not using negative keywords means wasting money and missing real opportunities.
11 Negative Keywords for Mechanic Google Ads Should Add Today
This is one of our only bullet-style sections, for clarity and quick scanning:
- free – Blocks “free car service” or “free mechanic advice”
- cheap – Filters out people looking for the lowest possible price
- DIY – Stops your ad from showing on searches like “DIY brake repair”
- how to – Cuts out info-seekers who aren’t ready to book
- job – Keeps away job seekers typing “mechanic jobs near me”
- training – Prevents clicks from people looking for mechanic courses
- course – Similar to training, not a match for your business
- Salary – Often paired with “mechanic” by people researching careers
- review – Useful if you want bookings, not someone comparing shops
- wholesale – Removes parts buyers and bulk inquiries
- mobile – Unless you offer mobile services, exclude it!
Start by adding these to your account at the campaign level. Then, regularly check your search terms and build your list based on what’s wasting your budget.
How to Add Negative Keywords in Google Ads
Log in to your Google Ads account, go to your campaign or ad group, and look for the “Negative Keywords” tab.
You can add them one by one, paste in a list, or create a shared negative keyword list to apply across multiple campaigns.
Use phrase match (with “quotation marks”) to block exact phrases, or broad match to block variations. Start wide, then tighten it up based on real data.
Mistakes to Avoid With Negative Keywords
Don’t get too aggressive. Adding “brakes” as a negative keyword, for example, could block useful searches like “brake repairs Melbourne.”
Also, avoid using negatives that conflict with your core services. If in doubt, check your Search Terms report first to see exactly what people are typing before clicking your ad.
Finally, don’t forget to update your list. Search behaviour changes over time, especially with new seasons, events, or car models.
How to Keep Your Ads Focused and Profitable
Think of your negative keyword list as a filter. The better the filter, the better your results. Less budget waste means more leads, better conversion rates, and higher ad visibility.
Use your search terms to report weekly. Add any terms that clearly won’t lead to a booking. Over time, your ads will become leaner, sharper, and more effective.Need help reviewing your Google Ads setup? Book a free ad audit with Mechanic Marketing, and we’ll show you how to get better results for less spend.