A negative recommendation blocks a term so your ads stop showing for it. Auto-applied negatives are exact by default (phrase is a manual option; broad is never used automatically), and you choose whether each applies at ad-group or campaign level.
Relevance at or below 20%
Wasted spend at or above 2.0× target cost per sale
Zero conversions (or, on ROAS campaigns, no conversion value at all)
Strong converters are protected and never auto-blocked — see Safety & guardrails.
RELATED ARTICLES
