This script helps you clean up your Google Ads search traffic by comparing every search term with your active keywords. It makes sure people only see your ads when their search is truly aligned with what you want to show. If a search term does not qualify, the script blocks it automatically with negative keywords.
What this script does for you
Restores precise control over match types
The script checks whether all important words from your keywords are present in the search term. It can simulate the old modified broad behavior and works with phrase and exact too. Small typos in searches are still allowed, so you do not miss out on relevant traffic.
Automatically excludes irrelevant search terms
If a search term does not properly match any of your keywords, the script adds it to a negative keyword list. This keeps unqualified traffic out of your campaigns and helps you focus on real prospects.
Uses performance thresholds (optional)
You can choose to only exclude search terms that perform poorly:
By ROAS: exclude terms that do not reach your minimum return.
By CPA: exclude terms that are too expensive per conversion.
Or run it with no threshold if you want to focus purely on relevance.
Works through all historical search terms
The script does not only look at recent data. It can go through your full search term history (above a minimum impressions threshold) so you clean up a lot of waste in one go.
Keeps negative keyword lists tidy and usable
The script:
Uses shared negative keyword lists that it maintains for you.
Automatically splits exclusions across multiple lists when you get close to the account limits.
Skips extremely long search terms that are not suitable as negatives.
Adds negative lists to your campaigns
You do not have to manually attach the lists. The script checks the relevant campaigns and adds the negative keyword lists where they are missing. That way, your exclusions actually take effect everywhere they should.
What you will see in your account
After you set it up and run the script, you can expect:
Cleaner Search Terms reports with fewer irrelevant queries.
One or more negative keyword lists with excluded terms that are updated automatically.
Campaigns that have these negative lists attached for consistent blocking.
Over time, more relevant traffic, higher Quality Scores, better CTR, and often lower CPCs as a result of improved relevance.
Typical use cases
This script is useful if you:
Miss the old modified broad match behavior and want that level of control back.
Feel that your exact or phrase keywords are matching to searches that are too broad.
Want to systematically reduce wasted ad spend without manually checking every search term.
Manage larger accounts where search term clean-up is too time-consuming to do by hand.
Tips and best practices
Start with one campaign or a subset of campaigns to see the impact.
Consider using a ROAS or CPA threshold so you only exclude search terms that both:
Do not match well with your keywords, and
Do not deliver results.
Review the negative keyword lists regularly at first, to confirm the exclusions fit your strategy.
Adjust your minimum impressions setting if you want the script to be stricter or more relaxed.