CompetitorWatchNegative keywords
before the money goes.
Type your website. We read what your pages say you do and build the negative keyword list a new Google Ads campaign in your trade should start with: the job seekers, the do-it-yourselfers, the students, and the searches that use your words but will never book you.
Reads only public pages, robots.txt respected, results cached so no one’s site gets hammered.
What it is, and what it is not
The negatives that most small advertisers need on day one and most never add. Every row has a reason and a tick box, so you decide what stays.
What people actually typed before clicking your ad lives in your Google Ads account and nowhere else. This tool cannot see it and does not pretend to.
A competitor’s wasted spend is not knowable from outside their account. We would rather tell you that than sell you a number.
Questions
Where does the list come from?
From your own public pages: the sitemap, page titles, headings and descriptions. We work out what trade you are in from those words, then apply the negative keywords almost every advertiser in that trade needs: job seekers, do-it-yourself searches, courses, reference searches, and the terms that share your vocabulary without being customers. Every row says why it is there.
Does it show which searches my ads actually wasted money on?
No, and we say so on every result. That information exists only inside your Google Ads account, in the Search Terms report, and even there Google hides a large share of low-volume terms. This is a starting list to add before you spend, not an audit of what you spent.
Can you do this for a competitor?
Nobody can. A competitor's search terms live in their account and nowhere else. Any tool that claims to show a competitor's wasted spend is estimating from outside and calling it a fact.
How do I use the list?
Untick anything that is genuinely part of your business, press copy, then in Google Ads open the campaign, choose Keywords, then Negative keywords, and paste. Quotes mean phrase match, brackets mean exact match. Add the list at campaign level so it covers every ad group.
Why phrase match for most of them?
A phrase-match negative blocks any search that contains the phrase in that order, which is what you want for words like jobs or free. Exact match is used where the word can be part of a legitimate search, so it blocks only that whole query and nothing wider.
What if it reads my trade wrong?
It tells you what it detected and from which words. If that is wrong, only the universal groups apply to you; skip the trade group. If your site does not name your trade clearly in its headings, that is worth fixing on the site anyway, because Google reads the same words.
Want to see what a competitor’s pages target that yours don’t? Run the free Keyword Gap checker.