Performance Max negative keywords give you a way to block irrelevant searches, though the setup works differently in this campaign than in search campaigns. Most Google Ads managers expect the same controls across every campaign type. That mismatch alone can waste weeks of testing before anyone notices.

Google has slowly opened up more control here. You now have a proper way to add negative keywords through your Google Ads account. But the setup isn’t obvious, and a few common mistakes can block traffic you wanted.

So, this article covers how negative keywords work in Performance Max. We’ll also look at the mistakes to avoid and how to estimate what you might be losing.

What Are Performance Max Negative Keywords?

Not every Google Ads campaign type handles exclusions the same way, and that’s exactly where things get tricky with Performance Max. A negative keyword tells Google not to show your ad for a specific search term.

The following table shows how the support compares across campaign types:

Campaign Type	Negative Keyword Support	Where You Apply Them
Search Campaigns	Full support	Campaign or ad group level
Display Campaigns	Full support	Campaign level
Performance Max	Limited support	Account-level list only

As you can see, Performance Max sits apart from the rest. You won’t find a simple box to add negative keyword terms inside the campaign settings. Instead, you’ll request an account-level list through your Google Ads account (a mix-up we still see trip up experienced advertisers).

Negative keywords and search themes serve different purposes. They prevent unwanted searches from triggering your ads, while search themes help Google understand the types of searches you want to target. When you’re aware of the differences, you can choose the right setting and avoid limiting your campaign by mistake.

How to Add Negative Keywords to Your Performance Max Campaign

You add negative keywords through account-level exclusion lists inside your Google Ads account. Performance Max doesn’t support campaign-level negatives the way Search campaigns do. That single difference trips up even experienced PPC managers.

Once you understand where these lists live, the main setup gets much easier. Below, we’ll walk through why account-level is your only real option, then cover the steps to add negative keyword terms yourself.

Why Account-Level Lists Are Your Only Option Here

Performance Max campaigns pull traffic from Search, Display, YouTube, and more all at once. Because of that reach, Google restricts negative keyword control to account-level lists only. This account-level approach keeps the automation broad while still giving you some say over irrelevant searches.

We’ve set these lists up for dozens of client accounts, and the account-level restriction catches almost everyone off guard the first time. Most managers expect campaign-level control, since that’s how Search campaigns work. But Performance Max simply wasn’t built that way.

This account-level restriction changes how you plan your negative keyword list from day one. You can’t isolate exclusions to just one Performance Max campaign if you’re running several. Keep that in mind before you request changes from Google.

A Step-by-Step Look at Adding Negative Keywords in Your Google Ads Account

Adding negative keywords to Performance Max isn’t a simple settings toggle. Google currently requires you to submit a request through your account team or support channel. Once approved, you’ll manage the list directly inside your account.

Here’s the general process:

• Contact your Google Ads account representative or use the support chat
• Request an account-level negative keyword list for Performance Max
• Add your negative exact match keywords and negative phrase match keywords once approved
• Apply the list across the relevant campaigns in your account

Once it’s live, you can update the list as new search terms show up in your reports. Treat it as an ongoing task rather than a one-off setup. That way, your account stays clean as your campaigns evolve.

Common Mistakes That Cost You Traffic and Money

Even with the list set up properly, a few mistakes still slip through. The best part about knowing these mistakes upfront is you can avoid losing traffic before it ever happens. Most errors come down to rushing the setup or misreading how match types work.

Let’s break down the mistakes we see most often, starting with the one that causes the most damage.

Broad Match Gone Wrong: When Your Ad Group Reaches the Wrong Crowd

Broad match keywords trigger your ads for loosely related search queries, not just exact terms. Performance Max leans heavily on automation, which can amplify this risk fast. On top of that, one bad match can drain your budget within days.

We’ve watched broad match drain a client’s budget within a week of launch, and it’s rarely obvious until you check the report. Picture a running shoe store targeting “blue tennis shoes.” A missing negative broad match keyword can leave the door open for irrelevant searches, causing that same ad group to appear for terms like “tennis shoe repair” instead.

That’s why checking your search terms report regularly protects campaign performance. It catches irrelevant searches before they burn through your ad spend. A five-minute check can save you a lot of wasted budget.

Blocking Too Much? The Risk of Over-Applying Negative Keywords

Excessive negative keywords can shrink your reach more than you planned. Some advertisers block entire match types out of caution, aiming to play it safe. That caution makes sense on paper, but here’s where it backfires.

Performance Max needs some flexibility to find new customers actively searching for what you offer. Over-applying negative keyword terms limits that discovery process significantly. The result is often lower conversions instead of a cleaner account.

To have the maximum output, apply negative keywords with intent, not fear. Review performance data before excluding broad terms. This data-led approach keeps your target audience wide enough to keep generating leads.

Can You Really Estimate the Traffic You’re Losing?

Yes, you can get a fairly accurate picture by digging into your search terms insights. Cross-checking that data against your conversion rate tells you what’s working. It takes a bit of digging, but the numbers are there.

The numbers reveal more when you know where to look and how match types affect what appears:

Reading Your Search Terms Insights Report the Right Way

This report shows which search categories triggered your Performance Max ads. Our own audits usually start right here, since this report shows only real search behaviour. Look for categories with high volume but low conversions.

Those categories usually point to irrelevant searches sneaking through. For example, a shoe brand might notice traffic from “running shoe repair” instead of actual buyers. Once you spot that pattern, you know exactly what to add to your negative keyword list.

Checking this report monthly keeps your account-level list up to date. It also helps you catch new irrelevant searches before they waste ad spend. Staying consistent here beats a single huge cleanup later.

Match Type Awareness: Why It Changes How You Find Keywords

Broad, phrase, and exact match all affect which searches count as negatives. This is the part that catches most of the accounts we review off guard. Performance Max negative keywords currently only support exact and phrase match.

That means negative broad match keywords won’t work the way they do in Search campaigns. Understanding this early saves you from adding terms that silently do nothing (a detail Google doesn’t exactly advertise). Close variants still get caught, even under exact match rules.

So when you’re building your list, stick to exact and phrase match formats. This keeps your account-level list functional instead of just decorative. It’s a small detail that keeps campaign performance on track.

Your Next Move With Performance Max Negative Keywords

Performance Max negative keywords work differently than what most Google Ads managers expect. You now know they live in account-level lists, and why mistakes like broad match errors or over-blocking can quietly cost you conversions. Getting the setup right protects both your ad spend and your target audience.

Going forward, check your search terms report monthly instead of setting your list and forgetting it. This one habit catches irrelevant searches early, before they eat into campaign performance. Small, regular reviews beat massive cleanups every time.

If you’re managing Performance Max campaigns and want a second set of eyes on your setup, reach out to our team. We’ll walk through your account, tighten your negative keyword list, and help you get more from every dollar of ad spend.