Free PPC

Toolkit

What this tool does

This is a Google Sheets-based classifier for Google Ads search-term reports. You paste a search-term export into the sheet, run the agent, and it returns each term tagged as KEEP, MONITOR, NEGATIVE_ADD, HUMAN_REVIEW, or SKIP, sorted by severity. The Output tab includes an executive summary with Spend at Risk, confidence stars per recommendation, and a What’s Next guidance section. Negative recommendations come with the suggested match type (BROAD / PHRASE / EXACT) and a one-line rationale, and you can export them as a CSV ready for Google Ads.

How it works

The pipeline is a chain of seven steps. Five are mechanical and run with no AI cost: conversion and brand protection (instant KEEP), primary service flagging, competitor pattern detection (instant NEGATE), universal waste patterns (jobs, logins, DIY, informational, forum), cross-modality checks against services you don’t offer, and low-value statistical filtering. Roughly 40–60% of terms exit before the AI sees them. The remaining ambiguous terms go to a single batched AI call (OpenAI, Anthropic Claude, or Google Gemini, Gemini is fastest because of its rate limits) for intent classification. Two post-processing steps then add CPC context to rationales and apply final guardrails, converting terms can never be negated, brand terms can never be negated, and alternative-seekers (“X vs Y”, “alternative to Z”) get downgraded to MONITOR.

What you’ll need

• A Google account with access to Google Sheets and Apps Script
• A Google Sheet to host the script
• An API key for one of: OpenAI, Anthropic Claude, or Google Gemini (Gemini’s free tier is the fastest option)
• A Google Ads search-term report export (CSV or copy-paste from the Google Ads UI), with impressions, clicks, cost, and conversions columns
• Business context for the Config tab: brand terms, primary service keywords, services offered, services NOT offered, locations served

How to install

1. Open a new Google Sheet (or use an existing one).
2. From the Sheet menu, choose Extensions → Apps Script.
3. Copy the entire contents of NegativeKeywordAI_v6.gs from the source folder into the script editor and save the project.
4. Reload the Google Sheet. A Neg Keyword Agent menu appears in the toolbar.
5. Click Neg Keyword Agent → 🔧 Setup All Templates. The script creates the Config, RawExport, SearchTerms, Output, and Instructions tabs with the required headers.
6. Open the Config tab and fill in: api_vendor, model, api_key, project_name, plus your business context (brand terms, primary service keywords, services offered/not offered, locations).
7. Click Neg Keyword Agent → 🔑 Test API Connection to confirm the key works before running a full analysis.

How to use

1. Export your search-term report from Google Ads (include the header row) and paste it into the RawExport tab.
2. Click Neg Keyword Agent → 🔄 Normalize Pasted Data. The script maps the columns into the canonical SearchTerms tab.
3. Optional but recommended: click ✨ Auto-Fill Config with AI to have the model populate brand terms, services, and competitor flags from your project_name and a few seed terms.
4. Click ▶ Run Agent. The agent runs the seven-step pipeline, batching ambiguous terms to your chosen LLM. Long runs auto-resume across Apps Script’s 6-minute execution window.
5. Open the Output tab. It is sorted by severity with the executive summary at the top. Review NEGATIVE_ADD rows, then click 📊 Export Negatives CSV to download a Google Ads-ready negative keyword list.

The Apps Script (NegativeKeywordAI_v6.gs)

The script is too large to inline here. Open the source file, copy it all, then paste into the Apps Script editor.

Open NegativeKeywordAI_v6.gs (raw source) →

In the Apps Script editor, use Cmd/Ctrl + A to select everything, Cmd/Ctrl + V to paste, then save the project. Save the project, reload your Google Sheet, and the Negative Keyword AI menu will appear in the toolbar.