When you set up a search campaign in Google Ads, one of the first decisions you have to make as you’re building out your keyword strategy is how your keywords should match to a user’s search. This is where keyword match types come in. They determine how closely a search query has to align with your chosen keywords in order for your ad to show. Understanding the different match types is key to balancing reach and relevance.

What are match types?

A match type is a rule you apply to a keyword to tell Google how flexible it should be.

Do you want your ad to show for a wide range of searches, even if they are only loosely related? Or do you want to be laser-focused on specific terms? Match types give you that control.

Google currently recognises three main match types: broad match, phrase match and exact match. Each offers a different level of reach and control.

Broad match

To create a broad match keyword, you add no symbols either side of your keyword. Just the keyword on its own! Below is what broad match keywords look like when you add them to Google ads.

Broad match casts a wide net, showing your ad for searches related, not necessarily containing, your keyword. That can help you find new queries and expand reach without building exhaustive lists. As of 2025, Google is encouraging advertisers to lean into this with broad match. But, we argue that it requires vigilant monitoring and extensive use of negative keywords to maintain relevance. There are also many business out there that will find that Broad Match will never work for them due to the wide nature of matching. For example, a brand looking capture users looking to sell their car match with searches of users looking to buy cars. While the searches are similar, contextually, they are very different.

Phrase match

To use Phrase match, you will add your keywords with quotation marks on either side of your keywords (e.g. “my keyword”). An example is shown below.

Since 2021, phrase match has absorbed the functionality of the discontinued Broad Match Modifier (BMM). Today, phrase match offers a broader reach than before, matching queries that reflect your keyword’s meaning, regardless of minor reorderings or function word variations, so long as the changes do not alter intent. That means your phrase match keyword may match more varied queries while still preserving control. We often see phrase match as the safer option in starting a fresh account in that we’re more certain that we’ll match with more relevant search terms than broad match. We also, of course, deploy negative keyword lists to ensure this!

Exact match

To add exact match keywords to your strategy, you’ll need to add your keywords with square brackets on either side (e.g. [my keyword]). An example is shown below.

Exact match remains the most precise option, showing your ad only when a search query matches your keyword in meaning or intent. That still allows for close variants, including misspellings, plurals, reordered words, and synonyms, so long as the core meaning is retained. Exact match gives you the tightest control when it comes to targeting. We often find this match type works best for businesses with more niche offers or wanting to ensure their targeting is very tight.

If you’re still a bit lost on the different match types…

Here’s a screenshot from one of our training decks to help you make sense of how match types… well… match!

Which match type should you use?

There is no one-size-fits-all answer. Broad match is great for discovery and learning, phrase match is a solid middle ground, and exact match is best when you want to tightly control spend.

Most advertisers use a mix. For example:

• Start with phrase match to capture relevant variations.

• Layer in exact match for your highest-value keywords.

• Test broad match carefully, using negative keywords to filter out wasted clicks.

To summarise…

Keyword match types are one of the foundations of search campaigns on Google ads. They give you the flexibility to balance reach and control, depending on your goals. The key is not to rely on just one match type. A smart strategy uses them together, monitors search terms regularly, and adjusts as you learn. That way, you get the best of both worlds, enough reach to grow, and enough control to protect your budget.