Negative Keywords for Mortgage Broker Google Ads
Negative keywords stop your adverts appearing for searches that are unlikely to become enquiries. For mortgage brokers they are one of the simplest ways to reduce wasted spend.
Why negative keywords matter
Even with carefully chosen keywords, Google will match adverts to a range of related searches. Without exclusions, part of your budget can go on clicks from people who were never looking for a broker.
Common categories to consider excluding
- Jobs and careers: "mortgage adviser jobs", "broker salary".
- Training: "CeMAP course", "how to become a mortgage broker".
- Lender logins and servicing: "login", "customer service", "contact number" with lender names.
- Pure research: "calculator", "definition", "meaning".
- Services you do not offer, such as commercial lending if you only advise on residential.
Always review these against your own offering. A term that is irrelevant to one brokerage may be valuable to another.
Keep the list up to date
Review the search terms report regularly and add new exclusions as patterns appear. This is an ongoing task, not a one-off setup step, and it directly affects lead quality.
Negative keyword management is part of every campaign we run as part of our Google Ads management for mortgage brokers.