Broad Match / Phrase Match / Exact Match

Definition

Broad Match, Phrase Match, and Exact Match are types of keyword targeting in Google Ads that control how closely a user’s search needs to match your selected keywords to trigger your ad. Broad Match casts the widest net, showing ads for related terms and variations. Phrase Match displays your ad when the search includes your exact keyword phrase or close variations, in the same order. Exact Match only triggers for searches that match your keyword exactly or are very close variations, giving the highest level of precision.

Why It Matters

Picking the right match type affects both who sees your ads and how relevant they are. Broad Match gives maximum reach but can lead to fewer targeted clicks. Exact Match narrows your audience, focusing on high-intent searches and reducing wasted spend. Phrase Match sits in the middle, capturing relevant traffic while keeping some flexibility. Understanding these options helps ensure your ads reach the right users at the right point in their buying journey.

Example

A Dublin-based marketing agency wants to target people searching for “marketing agency Dublin.” If the agency is using Broad Match, the ad might appear for searches such as “social media specialists near me” or “PPC agency Ireland.” With Phrase Match, the ad would show for “best marketing agency in Dublin” but not “marketing specialists near me.” An Exact Match ad would only show for “marketing agency Dublin” or very close variations, meaning it is tailored specifically for an audience likely to convert.

Additional Insights

The most effective campaigns often use a combination of match types to balance reach, relevance, and cost. Regularly checking search term reports makes it easier to spot unrelated queries and add negative keywords to avoid wasted spend. When you pair smart match type strategies with compelling ad copy and precise audience targeting, you can significantly boost performance and overall ROI.

Bottom Line

Broad, Phrase, and Exact Match give marketers control over ad targeting precision. Choosing the right combination helps businesses drive qualified traffic, reduce wasted spend, and get the most out of their Google Ads campaigns.