Sheet-driven negative keyword automation: define rules in a spreadsheet and the script adds negatives and emails alerts about irrelevant search terms without manual monitoring. Supports MCC.
by Charles Bannister (shabba.io)·shabba.io/google_ads_scripts/auto-negative-keywords-sheets
Reviews search terms and adds negative keywords automatically using AI-evaluated rules you configure in a companion admin panel, with email summaries of every change.
Uses Claude AI to analyze your search terms and recommend negative keywords with clear reasoning. Each term is evaluated for business relevance, intent, and conversion potential — then exported to a Google Sheet with actionable suggestions.
Finds brand search terms leaking into non-brand campaigns (inflating their stats and misleading Smart Bidding) and generic traffic riding in brand campaigns — with the misrouted spend quantified.
Measures how much of your exact-match spend actually flows through close variants and lists the zero-conversion variants — the most surgical negative keyword candidates in the account.
Reads negative keywords and placement exclusions from a Google Sheet and syncs them to multiple campaigns via shared negative keyword and placement lists. Optionally filters to campaigns with a specific label.
Quantifies spend on search queries containing competitor names, with conversion performance and a period-over-period trend — whether competitor bidding is your strategy or your broad-match accident.
Reads a rules spreadsheet describing which search terms to exclude (by filters on clicks, cost, conversions and text) and applies negatives at the ad group, campaign or shared-list level, emailing a summary. Runs against a single account or across an MCC. Use it to continuously prune wasted spend from Search and Shopping.
| Variable | Default |
|---|---|
INPUT_SHEET_URL | YOUR_SPREADSHEET_URL_HERE |
TEST_MODE | false |
LOG_INVALID_SEARCH_TERMS | true |
Processed rules from Settings tab. Added 12 negatives across 3 campaigns; wrote details to Output tab. Email sent: "Auto Negative Keywords Pro — 12 negatives added".
THIRD-PARTY DEPENDENCY: requires a copied shabba.io Google Sheet template that drives all rule configuration; the script self-reports run info to shabba by default. Most configuration lives in the sheet, not in the code. Detects MCC vs single-account automatically.