When it comes to running Google Ads campaigns, there is nothing more important than choosing the right keywords or match type. Google Ads remains one of the most powerful advertising platforms in the world, with millions of businesses using it to drive sales of their products or services. But the effectiveness of any campaign often comes down to how you control which searches trigger your ads, and this is where keyword match types come in.

Google offers three primary match types: Broad Match, Phrase Match, and Exact Match. Each helps Google’s AI interpret user intent and assign an Ad Rank score that determines when and where your ad appears.

Each is designed to help Google’s AI match the right search result to the right user’s intent. This is then displayed in Google Ads as an ‘Ad Rank’ score.

Broad Match Keywords

Broad match is the default setting in Google Ads and allows your ads to show for searches that are related to your searches; however, this is decided by Google’s AI, therefore, it’s never always 100% accurate. This can include synonyms, variations, and even loosely related searches.

If your keyword is “running shoes”, your ad could appear for searches such as:

• “buy trainers online”
• “best footwear for jogging”
• “sports sneakers sale”

Broad match gives Google’s AI plenty of freedom to interpret intent, which can help uncover new search trends or reach audiences you hadn’t considered. However, that flexibility can also lead to wasted spend if your ads appear for irrelevant searches.

Broad match can be valuable for discovery but risky if left unchecked. For niche products or specific services, it often requires strong negative keyword lists and smart bidding strategies to stay effective.

Phrase Match Keywords

Phrase match offers a balance between flexibility and control. Ads will show for searches that include your keyword phrase (or close variations) in the same order, though other words can appear before or after.

For example, if your keyword is “wedding photographer”, your ad could appear for:

• “affordable wedding photographer near me”
• “best wedding photographer in Suffolk”

But not for:

• “photographer for weddings and parties”

Phrase match is great for finding closely related variations of your main keyword and understanding how people naturally search for your product or service. It’s particularly useful for refining campaigns once you already know the types of searches that convert well.

For most advertisers, phrase match is the backbone of keyword targeting; it’s flexible enough to scale, yet controlled enough to maintain relevance.

Exact Match Keywords

Exact match keywords are the most precise. Your ads only appear when a user’s search is identical (or extremely close in meaning) to your chosen keyword.

For example, if your keyword is “luxury dog collars”, then your ad could show for:

• “luxury dog collars”
• “dog collars luxury”

But not for:

• “cheap dog collars”
• “designer pet accessories”

Exact match gives you the highest level of control and typically delivers the strongest conversion rates. However, it also limits reach, so campaigns that rely only on exact match can miss valuable new variations or trends.

As a rule of thumb, the more niche or high-value your product or service, the more you should lean on exact match. It ensures every click has a clear intent, reducing wasted ad spend.

How Match Types Work Together

The best campaigns rarely rely on just one match type. In practice, a combination often performs best:

• Broad match can be used for discovery, which allows for easy testing to find new terms you may not have thought of that can convert and drive revenue for your business.
• Phrase match then helps you narrow focus toward the variations that perform best.
• Exact match can lock in those high-performing terms to maximise ROAS (return on ad spend).

For example, a campaign might start with a broad match to gather data, use search term reports to identify strong performers, then transition those into phrase and exact match groups. This layered approach ensures both learning and efficiency.

Broad Match Isn’t Dead, But Handle with Care

Broad match has had a bad reputation in recent years, and for good reason, as left unchecked, it can waste budget fast. But that doesn’t mean it’s obsolete. When combined with smart bidding strategies, clear goals, and strong negative keyword lists, broad match can still uncover valuable insights and drive growth.

The key is balance. For niche products and tightly defined audiences, rely on exact and phrase match to ensure relevance. Use broad match sparingly, mainly for exploration or when search volumes are too low.

In short, broad match isn’t dead; it just needs a steady hand.