Google Ads
Negative keywords in hotel campaigns
How to exclude irrelevant queries without blocking guests who can book: types of matches, level of application and working record of decisions.
AI illustration
Negative keywords are used to exclude searches that do not match the offer and the goal of the hotel campaign. Start with actual queries, not a ready-made list that automatically blocks words like “phone”, “review” or “cheap”. The same concept can be useful to one hotel, and irrelevant to another.
First determine the query intent
For each query, ask: can a hotel fulfill what a person is looking for, in that market and in that campaign? If you are selling accommodation, a job enquiry usually has a different purpose. If the hotel offers apartments, the word "apartment" is not a good candidate for general exclusion.
| Type of query | Question before exclusion |
|---|---|
| Employment | Is the campaign intended for sale or employment? |
| Other Destination | Does the query really refer to a location that you do not offer? |
| Competitor Hotel | Are you intentionally targeting comparative searches? |
| Contact or reviews | Could this be a guest researching before deciding to book? |
| Low price | Does the requested offer match any of your rates? |
A cost without a recorded conversion is not enough for automatic exclusion. Check the tracking, booking delay and data range.
How match types differ
For Search campaigns, Google distinguishes negative exact, phrase, and broad matching. The summary is based on Google’s official negative keyword rules.
| Type | What it excludes |
|---|---|
| Exact | The same words in the same order, without additional words |
| Phrase | The same phrase in the same order, with possible additional words |
| Broad | A query that contains all the specified words, regardless of the order |
Example: negative phrase "job" can exclude both "hotel split job" and "receptionist split job" because both queries contain that word. The multi-word phrase "hotel job" requires the same order. Negative words do not extend automatically to all synonyms or singular and plural; check the relevant variants separately. Do not apply Search rules to Display and Video without checking.
At what level to apply the exclusion
Use general exclusions only for terms that are not relevant to any of the campaigns covered. Campaign exclusions serve a narrower purpose, and exclusions in the ad group separate very similar intentions.
Match your brand and non-brand campaigns division with your reporting goals. Do not copy the same lists into each campaign without reviewing the offer. To organize an account use the Google Ads account structure guide.
Working procedure for query review
- Choose a period that includes enough traffic and bookings.
- Review the cost, query intent, and landing page.
- Write down the reason for exclusion and the lowest level of application required.
- Make sure that the expression does not block valuable queries.
- After the change, follow the relevant traffic and bookings, along with other changes in your account.
Enter the date, term, match type, campaign, and reason in the record. Thus, the hotel can understand the decisions and review them later. Adjust the review rhythm to traffic and risk; a new account or a change of targeting deserve a more frequent check-up.
How to assess the effect
Lower costs with the loss of quality traffic is not a success. Observe cost per booking, booking value and changes in the offer. If the result is not clear, narrow or reverse the exclusion and continue to monitor.
For an overview of the relevance of queries and campaign structures, see Google Ads for Hotels.
Related: case study Meneghetti Wine Hotel & Winery. Campaigns, the booking engine and direct booking results, June 2026 vs June 2025, source GA4.
Frequently asked questions
How often should search terms be reviewed?
For active campaigns in season, review them weekly or at least every two weeks. In low season or with a small budget, review monthly. New irrelevant queries appear continually, especially in non-brand campaigns.
Can negative keywords block relevant bookings too?
Yes, if they are too broad. For example, excluding “cheap” could block “cheap hotel Split”, a query that might suit your offer. Use exact and phrase match negatives, test them and document what you excluded and why.
Nikton Hospitality. A digital marketing agency for hotels.
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