Travel & Hospitality
Travel has the widest gap in Google Ads between a query that mentions your destination and a query that will ever end in a booking. Most of the volume is guests servicing a reservation they already made, someone checking a visa rule, or a planner downloading a free itinerary. This list clears that traffic out so budget goes to searches with dates behind them.
807
Negative keywords
17
Categories
6
Terms to protect
Free
No signup
Who you are paying for
Someone with dates in mind who is ready to book a room, a seat, a tour or a package.
These terms look like obvious waste in travel 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
Cheap, deal and discount are core booking language in travel rather than bargain hunting, and a blanket block on cheap removes a large slice of ready to book demand. Block cheap hostel or cheap textbook style phrases only.
Last minute is the highest intent modifier in this vertical because the trip is already decided and only the supplier is open. Leave it running even when your other date modifiers are underperforming on cost per booking.
Only block all inclusive if you genuinely do not sell it. Resorts and operators that do package food and drink will cut their strongest converting queries with this single phrase, so treat the wrong-product group as opt in.
Near me on a hotel, tour or restaurant is usually a traveller standing in your city holding a phone. Use location targeting and exclusions to handle geography instead of negating the phrase across the account.
Free cancellation, free breakfast, free parking and free wifi are amenities people search for before booking. Block the free information phrases such as free itinerary pdf and free walking tour, and leave the amenity phrases running.
Review queries on a specific property are late stage research by someone choosing between two places they can already afford. Blocking reviews outright removes the last click before a lot of bookings get made.
807 terms shown
Industry
Word count
Categories
These people already booked, so every click is pure servicing cost.
Entry paperwork is a government errand that never ends in a booking.
A traveller collecting free planning files is months away from paying anyone.
Map and distance lookups are logistics research with no purchase behind them.
Weather checks are free information that a forecast site answers better.
Cabin crew and hotel staff hopefuls are applicants, never guests.
Award chart hunters are working out how to travel without paying you.
Each of these is a different product, so keep only the ones you do not sell.
Image and video browsing is daydreaming, and it clicks like it too.
Disruption and safety news is read by worried people, not booking people.
Geography homework and country facts have no booking anywhere behind them.
Simulator and fantasy searches share your words and none of your customers.
Residents want a discount or a bin collection, not a hotel room.
Airport rules and flight status are operational lookups with no booking in them.
Currency and fee research is banking homework that pays a travel brand nothing.
Gear shoppers are buying luggage from a retailer, not a trip from you.
Operators, suppliers and agencies are researching your business, not booking it.
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 who needs money or a financial product now and is ready to start an application with a lender, broker or advisor.
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 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. Travel has the widest gap in Google Ads between a query that mentions your destination and a query that will ever end in a booking. Most of the volume is guests servicing a reservation they already made, someone checking a visa rule, or a planner downloading a free itinerary.
807 terms across 17 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. Cheap, deal and discount are core booking language in travel rather than bargain hunting, and a blanket block on cheap removes a large slice of ready to book demand. Block cheap hostel or cheap textbook style phrases only.
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.