Every account has searches that quietly cost money every month and have never produced a single sale. Finding them means scrolling a long report and squinting. You can just ask instead.
You need Google Ads connected to see the analysis. To actually block the searches, you need editing rights and someone at your company needs to have switched changes on.
Finding the waste
Ask:
"Show me every search that spent money last month and didn't sell anything, biggest spend first."
You get them back sorted into four groups rather than one long list, because they are not the same kind of problem:
Group | What to do |
Nothing to do with you | Block them. This is usually most of the list |
Just browsing | Usually block, unless you are deliberately paying for people early in their research |
Your competitors' names | Your call, not a cleanup job. Some businesses want these, some do not |
Relevant but not paying off | Worth a lower bid before you block them outright |
Your own brand name is held back the same way competitors are. Nobody wants to accidentally block their own name.
Blocking them
"Add those as negative keywords. Show me the list before you do it."
You get the list: each search, and where it would be blocked. Nothing happens until you say yes.
There are three places a block can go, and it is worth picking the right one:
In one ad group, if the search is only wrong there.
Across a campaign, if it is wrong throughout that campaign.
In a shared list, if it is wrong everywhere. You build the list once and attach it to every search campaign. This is the one that stops you maintaining four slightly different lists that drift apart.
Blocked something by mistake? Ask and it comes back off.
The same problem on your other platforms
Most people clean up Google because that is where the volume is. The other platforms inherit the same wasted searches and nobody ever looks.
"Add those same blocks to Microsoft too. Show me the list first."
Blocks can be added on Google Ads, Microsoft Advertising, Apple Search Ads, Pinterest and Yandex.
Two more questions worth asking
"Which of my keywords are matching to searches I never intended?"
This finds broad keywords pulling in searches your more specific keywords were meant to handle.
"Am I bidding against myself anywhere?"
This finds the same search setting off more than one of your campaigns. When those two campaigns convert very differently, you are paying extra to compete with yourself.
Keywords that never convert are a different thing
A wasted search and a keyword that does not convert are two separate problems. A keyword can be perfectly relevant and still not sell, and the answer there is usually a lower bid rather than blocking it.
"Which of my keywords haven't converted? Which should I pause?"
What it will not do
It does not block competitor or your own brand searches on its own. It shows them and leaves the decision with you.
It does not analyse searches on Microsoft, Apple, Pinterest or Yandex. It can add blocks there, but the analysis comes from Google.
It does not work on Meta, because Meta does not have keywords.
It does not block anything you have not seen and approved.
When something does not work
What you see | Why | What to do |
The list comes back empty | Nothing in that period matched | Try a longer date range, or ask for expensive searches that convert badly instead of not at all |
Something you blocked is still costing money | You blocked it in one ad group and another one is serving the same search | Ask for a shared list and attach it to all your search campaigns |
It will not block a search you asked it to | It is a competitor or your own brand name | Confirm you really want it blocked and it will |
You approved it and nothing happened | The approval expired after 15 minutes | Ask again |
Common questions
Will it block searches on its own?
No. You see the list and approve it.
Can I unblock something?
Yes. Just ask.
Does this work on Facebook and Instagram ads?
No. Meta does not have keywords. The equivalent there is placement and audience work.
What is a shared list?
One block list that several campaigns use. You edit it once instead of in every campaign.
Still need help?
Message us in the app or write to support@orphex.co. Never share your password or an access key with anyone, including us.