How to Choose the Best Google Ads Keyword Match Type

One of the most important decisions you’ll make when setting up Google Ads campaigns is choosing the right keyword match type. It directly impacts how often your ads appear, the kind of audience you reach, and how much you’ll end up paying for clicks. With 18 years of experience managing campaigns across multiple industries, I’ve seen how the right (or wrong) match type can completely change the performance of an account.

Let’s break down the main keyword match types in Google Ads and when to use each one.

Broad Match

Broad match casts the widest net. If you add a broad match keyword like digital marketing services, your ad could show for searches such as best online marketing agency or SEO and PPC companies. This can help you discover new search queries you didn’t think of, but it also comes with the risk of irrelevant clicks.
When to use: if you want to maximize reach and you have a solid negative keyword strategy in place.

Phrase Match

Phrase match is a balance between reach and relevance. If your keyword is digital marketing agency, your ad might show for affordable digital marketing agency near me but not for unrelated searches like SEO consultant. This allows you to keep some flexibility while still keeping search intent aligned with your offer.
When to use: if you want to target mid-to-high intent queries without going too broad.

Exact Match

Exact match gives you the tightest control. With exact match, digital marketing agency will only trigger ads for searches with that exact phrase or very close variations like digital marketing agencies. This usually results in higher-quality traffic but limits your overall reach.
When to use: if you want to focus on very specific, high-converting searches.

Choosing the Right Mix

In most accounts, the best strategy isn’t about choosing one match type – it’s about combining them. For example:

• Use broad match (with smart bidding and negatives) to capture new opportunities.
• Use phrase match to balance scale and relevance.
• Use exact match to protect and dominate your most valuable search terms.

Over time, you should review your search term reports, adjust your negatives, and refine which match types bring you the best results. The key is not to set it and forget it – keyword strategies should evolve as user behavior, competition, and Google’s algorithms change.