A window-covering retailer running Google Ads should be blocking roughly five categories of non-buyer search intent: DIY/self-install terms, repair and fix-it searches, replacement parts, big-box and marketplace retailers, and ambiguous words like "blinds" and "shade" that pull in unrelated traffic (blind spot mirrors, lamp shades, camera shutters). Below is a working list of 55 negative keywords organized by category, plus guidance on match type and where to apply each one — campaign level versus shared list versus ad group.
Why does "blinds" and "shade" ambiguity matter so much?
Because both are common English words with meanings that have nothing to do with window coverings. "Blind" triggers searches for legally blind, color blind test, blind date, and blind spot mirror. "Shade" triggers lamp shade, eye shade, sunshade for car, and shade tree mechanic. "Shutter" pulls camera shutter speed and storm shutters (a different product most blinds retailers don't install). If your campaigns run broad match on core terms without these negatives layered in, a meaningful share of impressions and clicks never had buying intent to begin with.
What are the highest-value negative keywords for DIY and self-install searches?
The core DIY block is the one most blinds retailers miss first, because these searchers are actively shopping — just not for a professional install. Add negatives for: diy, how to install blinds, how to measure for blinds, install blinds yourself, cut blinds to size, cordless conversion kit, restring blinds, how to hang shutters, blind installation instructions, self install, and DIY shutters. These are people who've already decided to do the project themselves; a click from this group rarely converts into a paid in-home consult.
What negative keywords stop repair and fix-it traffic?
Repair searches are high-volume and low-value unless your business explicitly offers a repair service. Common negatives: blind repair, shade repair near me, fix blinds, blind restring service, shutter repair, blind cord replacement, repair vs replace blinds, broken blind slat, cellular shade repair, and blind won't go up. If a franchise location or a two-person crew does occasionally take repair work, move these into their own low-budget campaign instead of blocking them outright — but keep them out of your core install/consult campaigns.
Which parts and hardware searches waste budget?
Anyone searching for a specific part is trying to fix what they already own, not buy a new window treatment. Negative out: blind parts, blind cord, blind slats, replacement slats, valance clips, tilt wand, blind brackets, mounting brackets, blind hardware, shade fabric replacement, wand control, blind string, cellular shade parts, and shutter louvers replacement. These terms look adjacent to your product line, which is exactly why they slip through unfiltered broad-match campaigns.
What about big-box and marketplace competitors?
Add negatives for retailers you don't want to subsidize traffic for: amazon, walmart, home depot, lowes, ebay, wayfair, ikea, target, and menards. Someone searching "amazon blinds" or "home depot shutters" is price-anchoring against a big-box SKU, not evaluating a custom, measured, professionally installed product — a different buyer than the one your Google Ads should be chasing.
What other low-intent terms round out the list?
Round out the list with employment, pricing, and wholesale searches that never convert into a homeowner lead: jobs, careers, hiring, salary, wholesale, manufacturer, distributor, bulk order, free, cheap, used, second hand, clearance, and rental. Also add the ambiguity block from above: blind date, legally blind, color blind test, blind spot mirror, lamp shade, eye shade, sunshade car, camera shutter speed, storm shutters (unless you install them), and shade tree.
The full list at a glance
| Category | Example negatives | Add at |
|---|---|---|
| DIY / self-install | diy, install yourself, how to measure, cut to size, restring, cordless conversion kit | Account-level shared list |
| Repair / fix-it | repair, fix blinds, cord replacement, won't go up, near me repair | Account-level shared list (unless repair is a service line) |
| Parts / hardware | parts, slats, brackets, tilt wand, valance clips, louvers | Account-level shared list |
| Big-box / marketplace | amazon, walmart, home depot, lowes, wayfair, ikea | Account-level shared list |
| Employment / wholesale | jobs, careers, wholesale, manufacturer, bulk | Account-level shared list |
| Ambiguous words | blind date, color blind, lamp shade, camera shutter, storm shutters | Campaign-level, especially on broad-match core terms |
How should these negatives be added — broad, phrase, or exact?
Use broad match negatives for the DIY, repair, and parts categories, since you want to catch the concept regardless of word order ("blind cord repair" and "repair blind cord" both get blocked). Use phrase match negatives for big-box retailer names so you're not accidentally blocking a legitimate search like "blinds better than home depot quality" that contains buying intent. Never add a broad negative on a single word your business needs — for example, don't broad-negative "install," since "professional installation included" is a phrase you want to rank for; instead negative the specific DIY phrases that pair with it.
Build the list once as a shared negative keyword list in Google Ads, apply it to every Search and Performance Max campaign, then pull the search terms report every 30 days and add anything new that slipped through. Blinds, shades, and shutter retailers running seasonal promotions (spring refresh, holiday motorized upgrades) should re-check the list after each push, since promotional copy sometimes attracts a new wave of price-comparison and DIY searches.
Frequently asked questions
Should repair searches always be blocked?
Not if repair is an actual revenue line for the business. In that case, split repair keywords into their own low-budget campaign with repair-specific ad copy and landing pages, and keep them negative-listed everywhere else so they don't dilute the core consult-generation campaigns.
How often should the negative keyword list be updated?
Pull the search terms report monthly at minimum, and immediately after launching any new campaign, ad group, or seasonal promotion. New irrelevant queries tend to surface within the first two weeks of a campaign going live, so an early check catches most of the waste before it compounds.
Does this list apply to Performance Max the same way it applies to Search?
Mostly yes — account-level negative keyword lists apply to standard Search campaigns, but Performance Max only supports account-level negatives added through Google support or brand-safety exclusions, not campaign-level lists. Because of that limitation, it's worth reviewing PMax search term insights separately, since it can surface DIY and parts traffic that a standard negative list wouldn't fully catch.
Will adding these negatives shrink lead volume?
It typically reduces total click volume while raising the share of clicks that come from people ready to book a measure or in-home consult — the tradeoff most window-covering retailers want. Results vary by market and existing campaign structure, so treat this as a starting list to refine against your own search terms report rather than a fixed formula.
For a full breakdown of budget allocation alongside keyword strategy, see Nova's guide to Google Ads for window treatment retailers, or book a free strategy call with Nova Marketing (novamarketing.ai) to have your account's search terms report audited.