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Keyword wrapper and combiner for Google Ads
Paste up to four short lists, and the tool builds every combination and wraps it in Google Ads match type syntax: plain for broad, "quotes" for phrase, [brackets] for exact. The same syntax builds negative keyword lists. Copy the result or export it for Google Ads Editor.
By Alain Abulafya, founder of PPCleaner · Updated
PPCleaner
Negative keywords only work if someone keeps adding them. PPCleaner reads your search terms every night and adds the negatives for you, in phrase or exact match, with a one-click undo.
Start 7 days freeWhat a keyword wrapper does
A keyword wrapper, also called a keyword combiner or concatenation tool, does two jobs. It multiplies short lists into every combination (emergency + plumber + london), and it wraps each result in the syntax Google Ads uses for each match type, so the list can be pasted straight into an ad group or a negative keyword list.
Google Ads match type syntax
- Broad match:
emergency plumber. Your ad can show on searches related to the meaning of the keyword, including ones that contain none of its words. - Phrase match:
"emergency plumber". Searches that include the meaning of the keyword, with words before or after. - Exact match:
[emergency plumber]. Searches with the same meaning as the keyword, including close variants such as plurals and misspellings.
The same syntax works for negative keywords, with one difference: negatives do not match close variants or synonyms. A negative "free" does not block freebie, so add both if you need to.
Limits the tool applies for you
Google Ads accepts keywords of up to 80 characters and 10 words. The tool drops longer combinations and tells you how many it removed. It can also strip the symbols Google Ads refuses in keywords, such as ! @ % , * ( ), and remove duplicates.
Which searches to add as negatives
Most accounts lose money on the same families of searches: jobs and careers, free and DIY, training and courses, a competitor's brand, and places you don't serve. Use the CPC checker to see what each of those clicks costs you, and the ROAS calculator to see what removing them is worth.
Frequently asked questions
How do I add negative keywords in Google Ads?
In Google Ads, open Keywords, then Negative keywords, and paste your list using the same syntax: plain for broad, quotes for phrase, brackets for exact. To reuse the same negatives on several campaigns, create a negative keyword list under Tools, Shared library, and apply it to those campaigns.
Does the tool support modified broad match?
No. Google retired modified broad match (+keyword) in 2021 and treats it as phrase match. The tool outputs broad, phrase and exact, the three match types Google Ads uses today.
How many keywords can it generate?
Up to 20,000 lines at once, which covers four lists of a dozen words each. Combinations longer than 80 characters or 10 words are removed, because Google Ads would reject them.
What is the CSV for?
The CSV has two columns, Keyword and Match type, in the format Google Ads Editor accepts when you paste or import keywords. Negatives are marked as Negative broad, Negative phrase or Negative exact.
Is anything sent to PPCleaner?
No. The combinations are built in your browser, and nothing you type leaves your computer.