Negative keywords for gyms. Members, not home workout fans.

Most fitness searches never lead to a gym membership: people want a free workout, a piece of kit or a supplement. Broad match brings all of them in.

Training is what a gym sells, so the general Courses and studies group, which blocks training, is left off this list.

These look like waste on most accounts. On some of yours they may be customers, so read your search terms before adding them.

personal trainer

Often your most valuable search. Keep it, except trainer jobs.

classes

Yoga, spin and boxing classes bring members. Keep the ones you run.

day pass, trial

A first step to joining. Keep them if you offer one.

Add the list to a shared negative keyword list and attach it to every Search, Shopping and Performance Max campaign. Phrase match is a safe default for single words.

Negatives do not match close variants, so the generator adds the plurals. Never add a negative for a search that has converted in the last year.

Then read your own search terms every week at first. A starting list catches the common cases; your report shows the ones that are yours.