Yes, you'll want to remove it. You'll also want to add any variations of the word 'Free' that you don't want to add to the negative KWs. I find this variations list to be far greater than the few KWs I can come up with including the word "free". Which is why I don't use it (at least to start). I do however use free in my ad copy (free estimates, free quotes, etc.) ANd no, negative KWs does not apply to your ad copy. Just your KWs