How To Choose The Right Keyword Match Types For Your Google Ads

Glen Pfaucht
2 days ago
4 min read

Using Google paid search can be a goldmine or a money pit depending on how you run your campaigns. Usually, the difference often comes down to how well you understand keyword match types. If you’ve ever felt like your ad budget vanished overnight without much to show for it, chances are your keyword strategy needs a serious tune-up.

One little-known stat: 65% of consumers click on Google Ads when they’re shopping online. That’s not a number to shrug off. So if you’re already spending on Google Ads (or thinking about it), learning how keyword match types work is essential.

What are Google Ads?

Google Ads is Google’s own advertising platform. It lets you bid on keywords so that your ads can appear right when someone’s searching for something related to your product or service. Think of it like paying for a front-row seat in someone’s search journey. But just showing up isn’t enough. If you don’t match their intent, you’re paying for attention you’ll never convert.

Match Types: The GPS for Your Ad Strategy

Let’s talk match types. These control how closely someone’s search query needs to align with your keyword for your ad to show up. There are three primary types:

1. Broad Match – Casting the Net Wide

This is Google’s default match type, and it’s a bit wild. Broad match allows your ad to show up for related searches, even if they don’t include your keyword word-for-word.

Example:If your keyword is Google Ads Agency, you might show up for searches like Santa Clarita ad agency or online ad help.

When to use it:

You’ve got a big budget and want to explore what terms people are actually searching for.
You’re collecting data early in a campaign.
You’re pairing it with strong negative keywords to cut out irrelevant junk.

Note: Broad match can burn through your budget faster than a weekend in Vegas, watch it closely.

2. Phrase Match – The Sweet Spot Between Reach and Control

Phrase match uses quotation marks around your keyword, like this: "Santa Clarita SEO". Your ad shows up for searches that include your phrase in order, but can have words before or after it.

Example: You’d appear for best Santa Clarita SEO agency or affordable Santa Clarita SEO services, but not for SEO services in Santa Clarita.

Why it works:

It offers solid relevance without boxing you in.
It helps you reach users with commercial intent. And it puts you in front of people ready to click and convert.

When to lean in: Most advertisers will find this the most dependable match type. It’s flexible, but not too loose. It's the match type I use most at Open World Digital for my clients.

3. Exact Match – Sniper-Level Precision

Put your keyword in square brackets: [Santa Clarita Web Design]. This tells Google, "Only show my ad when someone types this exact phrase."

Example: Your ad only shows for Santa Clarita Web Design, not web designers in Santa Clarita or top Santa Clarita website developers.

Why it’s powerful:

Maximum control.
Highest relevance = better, Quality Scores = lower cost per click.

When to use: When you’ve got proven keywords that drive conversions and you don’t want to waste a dime.

When Should You Use Each Type?

Think of it like applying for jobs:

Broad match is like saying “I’m open to working anywhere” you’ll get have tons of options, but not all will be a good fit.
Phrase match is more like setting some filters. You’re still getting variety, but with better compatibility.
Exact match? That’s your ultra-specific "Network Admin within 10 miles" filter.

Here’s a rough guide:

Use Broad Match when you’re testing, scaling, or have cash to spare.
Use Phrase Match when you’re optimizing for ROI and want relevance and reach.
Use Exact Match when you're focused on efficiency and know what works.

Want the Best Results? Combine 'Em.

You don’t have to choose just one.

Smart advertisers mix match types within their campaigns. Why? Because this gives you a wider net, more data to work with, and room to refine over time.

Tip: Always monitor your search terms report. It’ll show you what actual phrases triggered your ads. This is gold for finding negative keywords and dialing in your targeting.

The Big Problem with Only Using Broad Match

Relying solely on broad match is like buying a billboard on a highway and hoping your ideal customer happens to drive by. You’ll get visibility, but how many of those impressions will actually convert? Yes, it's "pay-per-click" but spending your time to set up a campaign for it to not get clicks is wasteful in its own way.

Unless you’re running a branding campaign or doing discovery, use broad match sparingly and always pair it with negative keywords.

To Summarize: Google Ads Keywords Match Types

To summarize: keyword match types are your targeting toolkit. Use them wisely.

Broad match = more reach, less control.
Phrase match = a happy medium.
Exact match = laser-focused relevance.

Mix and match strategically. Stay on top of your search terms. Adjust as your campaign matures. And remember: It’s not about casting the widest net. It’s about casting the right one.