If you’re new to Google Ads, match types can be confusing. I’ve been running ads for 8 years and worked with hundreds of local businesses, and even I’ll admit the way Google describes match type behavior is a little ambiguous.
In my opinion, the best way to learn them is to get your hands dirty and watch how they actually behave in the real world.
So here’s what I’ll cover:
- How match types work
- Each one in detail
- How to use them in a local lead gen campaign
What a match type actually is
Here’s Google’s official definition:
“Keyword match types dictate how closely the keyword needs to match with the user’s search query so that the ad can be considered for the auction.”
In plain English, match types tell Google how close a search has to be to your keyword before your ad shows.
Think of it like telling a personal assistant how strictly to follow your shopping list. You might tell them to get exactly what’s on it. Or you might give them room to swap in something better if they find a good deal.
There are three match types:
- Broad match has nothing around it. Just the naked keyword.
- Phrase match is wrapped in quotation marks.
- Exact match is wrapped in square brackets.
Broad is the least restrictive and the cheapest. Phrase is a little more restrictive and a little more expensive. Exact is the strictest and the most expensive on a CPC basis.
How Google reads a search
Before we get to examples, you need to know how Google interprets what people type, because it plays a big role in how your keywords get matched.
Over the last couple years, Google moved away from a literal reading of keywords toward what they call a meaning-based or intent-based system.
Here’s an example. Someone types “how to fix a leaky toilet.” It’s logical to assume they want instructions. Or maybe they just want to understand the job before they call a plumber. That search leans research-based, but it’s not crazy to think they might hire someone too.
That’s what Google weighs every time someone searches. It looks at the actual words, then factors in everything else it knows about that user, and tries to predict how likely they are to convert if it served them your ad.
If the CPC is reasonable and you’re using a match type that gives Google some wiggle room, it might show your ad even when you aren’t targeting that keyword.
Another example. If you targeted the broad match keyword plumber near me, you could easily pick up clicks for “how to fix a leaky toilet.” With phrase match, less likely. With exact match, very unlikely.
This is why pairing the right match type with the right keyword matters. Get it wrong and you can waste a lot of money fast.
Let’s look at each one.
Broad match
Here’s how Google describes it:
“Ads may show on searches that relate to your keyword.”
So if you’re a plumber running the broad match keyword plumbing repair, Google will show your ad for just about anything plumbing-related:
- water heater installation
- cost of pipe replacement
- plumbing supply stores
- 24 hour plumbing service
- handyman services
All of those are technically “related” to plumbing repair, and that’s what makes broad match tricky. It’ll show your ad for anything Google thinks is even remotely similar, including:
- Synonyms
- Related searches
- Sometimes completely different topics, because Google isn’t always perfect
Broad match is loose on intent. But that doesn’t make it bad. If you’re running smart bidding with a lot of conversion data in the account, broad match can surface search terms you never thought to target and give the algorithm room to explore.
A few tips for using it:
- Broad match works best paired with smart bidding and lots of conversion data.
- It’s an advanced match type. If you’re new to Google Ads, stick to phrase and exact.
- To rein it in, use longer-tail keywords with several words in them to make them more specific.
Phrase match
Here’s Google’s description:
“Ads may show on searches that include the meaning of your keyword.”
What does that actually mean? Back to the plumber. If you run phrase match on “plumbing repair,” your ad might show for:
- emergency plumbing repair
- plumbing repair near me
- DIY plumbing repair
- plumbing repair kit
- plumbing repair videos
All of these technically include the same meaning as your keyword.
Phrase match is good when you want to hold onto the intent of a search while allowing for natural variation in how people word things. People don’t always use the exact language we expect, and phrase match handles that.
It’s also why phrase match can cost more than broad. Higher intent means advertisers are willing to pay more.
Exact match
Google’s description:
“Ads may show on searches that are the same meaning as your keyword.”
If you run exact match on [plumbing repair], your ad might show for:
- fix plumbing
- repair plumbing
- repair plumber
- home plumbing repair
- plumbing repair service
Plus close variants like singulars, plurals, and misspellings. But that’s about it. No major variations and no broad interpretations.
Exact match can carry the highest CPCs of the three, but that’s not always bad. If those clicks convert into leads at a healthy rate, your cost per lead might actually come in lower than the other match types.
How to use match types in a local lead gen campaign
Now let’s put it together.
Start with defense
Before you touch your keywords, start with a strong negative keyword list. Think of it as a bouncer at the door of your campaign, keeping the problem searches out.
Good negatives are one of the most powerful things you can add to a struggling campaign, and they take minimal effort. At a minimum, I’d add:
- DIY
- cheap
- jobs
- training
- free
- tools
- supplies
Reduce your variables
Optimizing a campaign is hard on a good day, so I’m all for cutting variables wherever I can.
If you’re working with a limited budget or limited experience, start with high-intent exact match keywords only. This gives you far more control over which searches trigger your ads. Yes, they cost more. But they’re also the most likely to convert, and they’re much more predictable than the other match types. That means less time playing whack-a-mole in your search terms report.
Sticking with our plumber, I’d focus on a handful of exact match keywords like:
- [emergency plumber near me]
- [plumber in (city name)]
- [24 hour plumber]
- [licensed plumber]
Expand into phrase match
Once you’re seeing consistent results, add a few long-tail phrase match versions of your winning exact match keywords. This is like wading into slightly deeper water. You expand reach while keeping control.
Here’s the process I use:
- Run exact match keywords for a couple weeks.
- Identify the keywords with a strong conversion rate.
- Add phrase match versions of those keywords.
- Monitor for one week to make sure quality stays high.
- If results hold, keep scaling.
Then test broad match
Once you’ve got about 30 conversions and enough data to really take advantage of smart bidding, you can start testing broad match. Add one or two longer-tail keywords and keep a close eye on them.
Want help with your Google Ads?
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