Finance, Loans & Mortgage
Finance runs some of the most expensive clicks in Google Ads, and a mortgage or personal loan keyword pulls in everything adjacent to money. You get people hunting a routing number, students working through an APR problem set, job seekers checking a loan officer salary, and a permanent crowd looking for free government cash. None of them start an application. These negatives strip the servicing, research and career traffic out of a lending account without touching subprime demand, which is where the volume actually lives.
802
Negative keywords
18
Categories
7
Terms to protect
Free
No signup
Who you are paying for
Someone who needs money or a financial product now and is ready to start an application with a lender, broker or advisor.
These terms look like obvious waste in finance and are usually the opposite. Blocking them is the fastest way to make a negative keyword list cost you money.
Do not blanket-block these
Subprime is the volume in personal loans, auto finance and buy-here-pay-here. Blocking "bad credit" empties the account. Block only the research variants like "bad credit meaning" and "what is a bad credit score".
For payday, installment and in-house finance advertisers this is the single highest intent phrase on the list, not waste. Only block it if your underwriting actually pulls a hard credit report.
Almost every lender advertises a free quote, free consultation or free credit review, so a blanket "free" negative kills your best converting phrasing. Block the freeloader phrases instead: "free money", "free grant money for individuals".
Mortgage calculator traffic converts for purchase and refi advertisers more often than people expect, because the searcher is pricing a real loan. Only negative the spreadsheet and formula variants such as "amortization schedule excel".
If you sell debt relief, settlement or credit repair, bankruptcy searchers are prospects, not waste. Block only the court records and pro-se filing phrases, and check the search terms report before you go further.
Refinance and purchase are two products with different landing pages and different economics, not negatives for each other. Split them into separate campaigns and cross-negative rather than blocking either word.
Credit repair, credit monitoring and card issuers monetise free-score traffic directly. If you sell any of those, pull the whole credit report group out of this list before you upload it.
802 terms shown
Industry
Word count
Categories
Someone comparing loan officer pay is looking for a desk at a lender, not a loan from one.
NMLS and Series 7 searches come from people entering the industry, never from borrowers.
These people already have the account and are looking for a support page, not a new product.
A searcher asking what APR means is two months from an application, if they ever get there.
Someone building an amortization table in Excel is doing maths, not borrowing money.
People applying for a federal or charity program have already been declined by lenders.
Nobody searching for money they never have to repay is going to sign a loan agreement.
These searches end at a complaint form or a warning article, never at an application.
Class action claimants are chasing a cheque from a bank, not a product from one.
Free-report and dispute-letter searchers are fixing their file themselves before they borrow.
Traders chasing coins and options are not in the market for a loan or an advisor.
Finance students have no budget and no intent, and they click expensive ads all day.
Advice-forum and podcast traffic wants a free opinion, not a signed loan agreement.
A searcher after a free promissory note is drafting paperwork, not applying for credit.
Court record and pro-se filing searches are legal admin, not demand for a financial product.
Money as entertainment or a collectible has nothing to do with borrowing or investing.
Historical rate charts and Fed calendars are read by analysts and journalists, not borrowers.
Shareholders and analysts researching lenders will never fill in a borrower application.
Switch on Universal above to merge the 1,559 terms that waste money in every account. The two lists never overlap, so nothing is duplicated when you copy them together.
Someone with a specific legal matter who is looking to hire a lawyer and will book a consultation this week.
Someone shopping for coverage right now who will complete a quote form or call an agent to bind a policy.
A homeowner with a broken or aging system who wants a licensed company to come out, quote the work and do it.
A patient with a specific problem who is choosing a provider and is ready to book an appointment.
A patient with a specific problem or procedure in mind who is ready to book an appointment and pay for treatment.
A homeowner ready to list, or a buyer ready to tour and write an offer, in the market this advertiser actually serves.
Someone within driving distance who wants to buy a vehicle, book a repair, or get tires fitted in the next week or two.
Someone ready to buy a specific product from your store at the price you advertise.
An evaluator or budget holder at a company that can pay for seats and is looking to start a trial or book a demo.
Someone choosing a programme to pay for who is ready to apply, request information or book a call with admissions.
Someone with dates in mind who is ready to book a room, a seat, a tour or a package.
Someone looking for a gym, studio, trainer or clinic near them who is ready to book a tour, a first class or a consultation.
Someone researching a specific treatment who is ready to book a consultation or an appointment at a clinic near them.
A person with a substance use problem, or the family member acting for them, who is ready to admit to a programme they can pay for in a state the facility serves.
They are the searches that look close enough to your keywords for Google to match them, but come from people who will never buy. Finance runs some of the most expensive clicks in Google Ads, and a mortgage or personal loan keyword pulls in everything adjacent to money. You get people hunting a routing number, students working through an APR problem set, job seekers checking a loan officer salary, and a permanent crowd looking for free government cash.
802 terms across 18 categories, and none of them repeat the universal list, so you can apply both without duplicates. Every term is free to copy or download as a CSV that imports straight into Google Ads Editor.
Yes. The universal list covers the waste every advertiser sees, such as job seekers, students and freebie hunters. This page covers what only wastes money in your vertical. Keep them as two separate shared lists in Google Ads so you can tell which one is doing the work.
No list is safe to paste unread, which is why the terms above this list exist. Subprime is the volume in personal loans, auto finance and buy-here-pay-here. Blocking "bad credit" empties the account. Block only the research variants like "bad credit meaning" and "what is a bad credit score".
Adscriptly
Blocking bad traffic is half the job. Adscriptly sends the other half back to Google: which clicks became qualified calls, booked jobs and closed revenue, so the algorithm bids on outcomes instead of clicks.