I've adjusted your reports to replace some OR's with AND's, if you want to your report to exclude multiple values, using OR will not work, as illustrated above. I wasn't sure if you also wanted to exclude NULL values, or if you wanted to see NULL values. The report below currently filters out NULL values, if you wish to see them, you can remove the highlighted portion of the code.
Select Top 1000000 tblAssets.AssetID,
tblAssets.AssetName,
tblAssetCustom.Custom3 As Company,
tblAssetCustom.Custom2 As Status,
tblAssets.Lastseen,
tblAssetCustom.PurchaseDate,
tblAssetCustom.Model,
tblAssetCustom.Serialnumber,
tblState.Statename,
tblADComputers.Location,
tblAssets.Description,
tblAssets.Domain,
tblAssets.Username,
tblAssets.Userdomain,
tblAssetCustom.Manufacturer,
tblADComputers.OU,
tblComputersystem.Domainrole
From tblAssets
Inner Join tblAssetCustom On tblAssets.AssetID = tblAssetCustom.AssetID
Inner Join tsysAssetTypes On tsysAssetTypes.AssetType = tblAssets.Assettype
Inner Join tblComputersystem On tblAssets.AssetID = tblComputersystem.AssetID
Inner Join tblADComputers On tblAssets.AssetID = tblADComputers.AssetID
Inner Join tblState On tblState.State = tblAssetCustom.State
Where tblAssetCustom.Custom3 Not Like '%companyx%'
And
tblAssetCustom.Custom3 Is Not Null And tblAssetCustom.Custom2 Not Like
'%retired%' And tblAssetCustom.Custom2 Not Like '%secondary%'
And
tblAssetCustom.Custom2 Is Not Null And tblAssetCustom.Model <>
'Virtual Machine' And (tblAssetCustom.Manufacturer Like '%dell%' Or
tblAssetCustom.Manufacturer Like '%microsoft%') And
tblADComputers.OU Not Like '%denver%' And tblComputersystem.Domainrole < 2
Order By tblAssetCustom.PurchaseDate