What are Google Ads keyword match types and which ones should you use?
Broad, phrase, and exact behave differently now. The search terms report decides.
Modern match types work on meaning and intent, not literal text, so the old rules do not apply. Start narrow, prove the account can convert, and only then test broad, judging it on your own search terms report rather than on principle.
What each one actually does now
Google's help documentation defines them this way. Exact match shows your ad on searches that have "the same meaning or same intent as the keyword," and Google describes it as giving the most steering over who sees your ad. Phrase match shows on searches that "include the meaning of your keyword," allowing more specific forms of that meaning. Broad match is the default and may show on searches "related to your keyword, which can include searches that don't contain the direct meaning of your keywords." Google also notes broad match may consider the user's recent search activity and the content of your landing pages.
The important shift: even exact match is no longer literal. Plurals, close variants and reworded questions can all match. That is why reading search terms is not optional.
How to decide, per account
- New or small accounts: start with exact and phrase on the terms you are confident about. Conversion data is the fuel for everything else, and broad match burns budget gathering it.
- Accounts with steady conversion volume and clean tracking: test broad match in its own ad group or campaign with an automated bid strategy, so the machine has the signal it needs and you can read the result separately.
- Every account: check the search terms report weekly at first, then at least monthly forever.
Reading the report without wrecking the account
Judge broad match on what it actually brought in, not on how the terms look. A term that reads oddly but produced three qualified leads is working. When you do need to exclude, exclude research and employment intent words such as how to, diy, free, jobs, salary and career. Do not block a service noun, a product noun, a brand or manufacturer name, or a city you serve. And do not import a negative keyword list from another business. It was built against a different offer in a different market and it will cut off demand you are paying to reach, quietly, for months.
Related: How does LevelUp Digital approach paid media strategy?, How do you track leads and conversions from paid campaigns?, What paid advertising platforms does LevelUp Digital manage?, and our PPC advertising page.