The Future of Google Ads Match Types: Making Broad Match Work for You

Google Ads keeps evolving, and so do its keyword match types. Lately, Google has been pushing Broad Match as the best way to expand reach. While Phrase Match and Exact Match still play important roles, Google’s broader interpretation of "close variants" means these match types don’t work exactly as they once did. Knowing how each one functions will help you build a strong, high-performing campaign and maximise ROI for your business.

Why Google is Pushing Broad Match

Broad Match used to have a reputation for generating irrelevant clicks and wasting ad spend, but with Google’s machine learning advancements, it has now become a much smarter tool. By analysing search intent, user behaviour, and real-time signals, Broad Match can now drive more relevant traffic than ever.

Why Broad Match is More Powerful Now

1. Expanded Reach: Captures keyword variations, synonyms, and related terms to connect with a wider audience.
2. AI-Driven Targeting: Google's machine learning focuses on intent rather than exact keyword matches, improving ad relevance.
3. Potential Cost Savings: When paired with Smart Bidding, Broad Match can find lower-cost opportunities.
4. Simplified Campaign Management: Reduces the need for extensive keyword lists while still reaching the right users.
5. Optimised for Conversion Tracking: Works especially well for lead generation when connected to a CRM (like HubSpot or Salesforce) to track MQLs, SQLs, and offline conversions. In e-commerce, it can capture evolving search behaviours and helps customers discover new products.

The Drawbacks of Broad Match

• Risk of Irrelevant Clicks: Still requires a strong negative keyword strategy to stay relevant.
• Higher Spend Without Proper Controls: Smart Bidding is essential for keeping spend in check.
• Ongoing Monitoring Needed: Reviewing search terms regularly helps refine targeting and reduce wasted spend.

How Phrase Match and Exact Match Fit In

Phrase Match: A Balance of Reach and Control

Phrase Match offers a middle ground, showing ads for searches that include the keyword’s meaning, even if the word order changes. Google’s recently expanded definition of "close variants" means ads may appear for searches that aren’t an exact match.

Best Uses:

• Capturing high-intent searches without being too restrictive.
• Targeting keyword variations while maintaining some control.
• Scaling campaigns efficiently while minimizing irrelevant traffic.

Exact Match: Precision with a Looser Definition

Exact Match used to be the most precise option, though Google's shift toward intent-based matching has made it more flexible and broader than ever before. Now "close variants" can trigger ads for searches that may not be an exact word-for-word match.

Best Uses:

• Protecting high-value keywords while maintaining control.
• Running cost-efficient campaigns where budget management is a priority.
• Minimizing wasted clicks, though Google's looser matching means more careful monitoring is needed.

Key Takeaway: Match types are now more about search intent than exact wording. Even Phrase and Exact Match have broadened due to Google's interpretation of "close variants."

How to Use All Three Match Types Together

1. Use Broad Match for Discovery: Let Google’s AI identify new keyword opportunities while Smart Bidding optimises for conversions.
2. Use Phrase Match for Refinement: Strikes a balance between reach and relevance.
3. Use Exact Match for Efficiency: Focuses budget on high-value, high-intent searches.
4. Analyse Search Term Reports Regularly: Move strong Broad Match performers into Phrase or Exact Match for better control.
5. Implement Negative Keywords: Helps block irrelevant searches and improve ROI.

Final Thoughts

Broad Match is the direction Google is pushing, though Phrase and Exact Match can still serve valuable purposes. A smart campaign strategy combines all three match types for the best mix of reach, control, and efficiency. As Google keeps expanding its interpretation of close variants, staying proactive with monitoring and optimizations will continue to be the key to long-term success in search advertising and achieving the best results for your business.