Negative Keywords Build and maintain a negative keyword list from search term reports, so paid-search budget stops leaking to irrelevant queries - without blocking the queries that convert. The mechanics - match types, exclusion levels, thresholds, cadence - are identical for B2B lead gen and B2C/e-commerce. Two things differ by segment: - Which junk categories dominate (see taxonomy). - The decision data: B2B's sparse conversions force click/cost gates, B2C volume allows conversion-based gates. Evidence gate - Never propose specific negative keywords for a live account without its search ter…