What Is Broad Match, Phrase Match, and Exact Match in Google Ads?

When setting up a Google Ads campaign, choosing the right keywords is only half the battle. You also need to tell Google how you want those keywords to connect with a user’s search. That’s where keyword match types come in.

Keyword match types determine whether your ad appears for searches that are loosely related, closely aligned, or nearly identical to your chosen keywords. Using them wisely helps you avoid wasted clicks while still reaching people who are genuinely interested in what you offer.

There are three main types to understand: broad match, phrase match, and exact match. Let’s explore them in that order.

What Is Broad Match?

Broad match is the default and most expansive match type in Google Ads. It allows your ads to show for searches related to your keyword, even if the words aren’t exact. Google can match synonyms, variations, and other loosely connected phrases.

For example, if your keyword is women’s running shoes, your ad might show for searches like “ladies sneakers,” “best jogging shoes,” or “sports footwear for women.” 

While this can greatly expand your reach, it also opens the door to irrelevant clicks. Someone searching for “fitness gear” or “trail sneakers” might see your ad, even if those aren’t what you sell.

Broad match works best when you’re looking to uncover additional keyword opportunities you might not have considered. However, it requires close monitoring and often the use of negative keywords to filter out traffic that doesn’t align with your goals. 

Not monitoring a campaign that uses broad match keywords can result in campaign getting off track and serving your ads for many irrelevant searches. For more information on how to use negative keywords to keep your campaign operating efficiently, click here.

What Is Phrase Match?

Phrase match narrows the scope by requiring that a user’s search include the meaning of your chosen phrase, though the search can contain extra words before or after. This balance between openness and control makes phrase match a favorite among many advertisers.

Let’s look again at the keyword “women’s running shoes.” With phrase match, your ad could appear for “best women’s running shoes 2025” or “buy women’s running shoes online,” but it wouldn’t appear for searches like “men’s running shoes” or “women’s tennis shoes.” The keyword, or a close variation of the keyword, would need to appear somewhere within the phrase or actual search being made.

Phrase match is particularly useful when you want to capture variations of your keyword without opening the floodgates to unrelated searches. It helps you expand reach while still keeping intent front and center. If you’re asking what is phrase match best for, the answer is targeting people whose searches signal a clear and relevant interest in your offering.

What Is Exact Match?

Exact match is the most restrictive of the three keyword match types. It provides the highest level of control. With exact match, your ad only shows when someone searches for your exact keyword or a very close variation with the same meaning.

Let’s keep looking at the keyword [women’s running shoes]. With this keyword, your ad might appear for “running shoes for women” or “ladies running shoes,” but it wouldn’t show up for “cheap sneakers for women” or “trail running shoes.” 

The advantage of exact match is precision. You know that when someone sees your ad, their search aligns very closely with what you offer. This often leads to higher click-through rates and stronger return on investment. The tradeoff, of course, is reduced reach. You won’t capture as many impressions, but the ones you do get are more likely to be valuable.

Exact match best for targeting your highest-value keywords. You will appear as a search result for the searches you absolutely want to win without risking wasted ad spend.

How to Combine Keyword Match Types for Better Results

Broad match, phrase match, and exact match each serve a distinct purpose. Broad match maximizes reach and discovery, phrase match balances flexibility with control, and exact match zeroes in on the most precise searches.

The most effective Google Ads campaigns usually combine all three. At Two Bald Guys, a common strategy we deploy is starting with broad match to discover new keyword opportunities. We then will migrate some of the top performers into new ad groups as phrase match keywords to capture intent-driven searches. The best keywords will become exact match to make sure the campaign prioritizes core, high-value terms. All the while, negative keywords are used to remove lower performing or irrelevant keywords. 

Over time, testing and refining your keyword strategy will reveal the mix that delivers the best results.

Understanding how keyword match types work is essential for getting the most out of your Google Ads campaigns. Broad match helps you cast a wide net, phrase match keeps you relevant while still allowing variations, and exact match ensures you only pay for clicks that closely match your offering.

By using these tools strategically, you’ll not only save money but also connect with the right customers at the right time. If you do this well, you will accomplish the ultimate goal: driving leads for your business.