And if ground is 0V then I'm back to square one wondering how on earth (no pun intended) a voltage with respect to ground can be negative
Imagine you are standing at ground level in front of a building that has 11 storeys above ground and three storeys of parking below it.
This building is not in the US, so you expect to enter at the ground floor and go up one level to the first floor, another level to the second floor, and so on. So ground is 0, fist floor is +1, second floor is +2, and so on. The floors below ground are labelled B12, B2 and B3. We can think of them as -1, -2, and -3.
Given that we are on ground level (0), the floor number tells us how far up or down we need to go to get there.
However, when we walk in the door, we find that we are on the second floor! (Perhaps the building is built into a hill and some other entrance opens to the ground floor?)
Here we have an example of the local ground being different from the building ground. From our outside perspective, the building ground is 2 floors below is. To us it is B2, or -2.
Similarly, if we are on the top floor, that floor is zero, and the floor labeled as B1 is 11 floors below us.
If we were to use a relative standard when arranging a meeting, we may never agree what floor it's on. Thankfully the building management have labeled all of the floors for us, so we can agree (by looking at a standard set of floor numbers) how far up or down we need to go.
All this is fine if we're inside the building, but it helps less if we are outside it (we are trying to find a fault in the floor levels in the building).
Let's say we know that a particular room is supposed to be on the 7 to floor. If a person is waving a red flag through the window, we can count windows up to that floor. However, we already know that if we are standing outside the building, out reference for ground might not be the same as that used by the building. We might come up with 5, 6, 7, or maybe even 8 (if we're standing in a driveway directly entering the basement level 1). What we need is another person washing a black flag from a known ground floor window. With that, no matter where we stand, we can measure the floor number as determined by the building's designer. If we now find that the red flag is ok the 6 to floor, we know that the building has a fault; the room is not at the level we are told it is.
So the ground reference for a circuit (typically synonymous with 0V) may not be the same as some other ground reference. It is a reference used by the designer to which other voltages are measured. From this point, negative voltages are at points that are simply less positive (or more negative) than the reference.
As an interesting example, I have a circuit which uses both thermionic valves (tubes) and semiconductor op-amps. When looking at the op-amp part of the circuit it's convenient to see the power supply as +/- 15V, but when looking at the valve part, it's more convenient to consider one end of the directly heated cathode to be ground, and the HT to be +30V. In this case, the reference point in the circuit differs depending on what voltage you're measuring. Some points in the circuit are labelled with two voltages because one measurement makes more sense if you're looking toward the tube or away from it.
An example of this is the anode voltage. If I am measuring it to set the DC operating point of the valve, it is 15V with respect to the cathode. However, this point also feeds into an op-amp, and in this case the voltage is close to 0V with respect to the op-amp's 0V supply rail.