If you’ve been running Google Ads for a while, you’ve probably noticed that keyword match types don’t work the way they used to.
Google has changed how match types function significantly over the past few years, and if you’re still using them the way you did in 2018 or 2019, you’re probably wasting money on irrelevant traffic.
Today, I’m going to break down exactly how keyword match types work in 2025, what’s changed, and how to use them effectively in your campaigns.
If you would prefer to watch the video going over this content you can see my YouTube video above going over Google Ads Keyword Match Types.
Or, if you would prefer to read on you can below.
Let’s get into it.
What Are Keyword Match Types?
Keyword match types are modifiers you put on your keywords that control how broadly Google shows your ads.
They tell Google how wide of a net you’re willing to cast when it comes to the search terms your ads show up for.
There are three main match types in Google Ads:
Broad Match – Just the keyword with no modifiers (example: car detailing)
Phrase Match – Keyword with quotes around it (example: “car detailing”)
Exact Match – Keyword with brackets around it (example: [car detailing])
Each of these behaves differently in your campaign and will show your ads for different types of searches.
Understanding how they work is critical to controlling your budget and getting quality traffic.
How Match Types Used To Work
If you advertised on Google Ads a few years ago, match types used to be much more literal.
Broad Match would show your ads for a broad range of searches loosely related to your keyword. If you bid on “roofers near me” as broad match, your ads could show for:
- Roofers near me
- Buy roofing shingles
- Roofing manufacturing companies
- Home Depot
- Literally anything remotely related to roofing
Phrase Match would only show your ads for search terms that had that specific phrase in them. If you bid on “car detailing,” the search term had to include those exact words in that order for your ad to show.
Exact Match would only show your ads for that exact keyword. If there was any variation, your ads wouldn’t show.
That’s how it used to work. It was much more literal and predictable.
But things have changed.
How Match Types Work Now
Over the past 1-2 years, Google has significantly loosened up match types.
Why? Search behavior has changed. More people are using voice search, asking questions in different ways, and Google wants to capture all that traffic with fewer keywords.
The reality is that match types are now more of a thematic suggestion for Google rather than strict rules about specific keywords.
Let me explain what I mean.
Match Types Are About Theme, Not Exact Keywords
Instead of thinking about match types as “my ad will only show for this specific keyword,” think of them as telling Google:
“Here’s the general theme of searches I want to show up for. How tightly do I want you to stick to that theme?”
- Broad Match = Very loose theme
- Phrase Match = Moderate theme
- Exact Match = Tight theme
Google uses your match type as guidance, but they’re going to show your ads for variations, related searches, and terms they think match the intent of your keyword.
This is frustrating if you’re used to the old system, but it’s the reality of how Google Ads works now.
Breaking Down Each Match Type
Let me show you what each match type actually does in practice, using real examples from Google and from actual campaigns.
Broad Match
In general, I avoid broad match on all of my campaigns. The only way I would include them into a campaign is if I had a massive negative keyword list to filter out all of the garbage traffic we might see.
Broad match shows your ads for a very wide range of searches that are loosely related to your keyword.
Example from Google:
If you bid on “furniture store” as broad match, your ads could show for:
- Furniture store
- Home decor
- Cream colored leather sectional
- Interior design tips
- Literally anything remotely furniture-related
See the problem?
If someone searches “home decor,” they’re not looking for a furniture store. They might be looking for inspiration, wall art, decorative items, and so much more.
If they search for a specific piece of furniture like “cream colored leather sectional,” they might just want images or they might want to order online from a big retailer.
These searches aren’t relevant if you’re a local furniture store trying to get people to visit your showroom.
Like I mentioned above, I generally stay away from broad match keywords on any of my campaigns.
If I really needed to get more traffic at a potentially lower cost per click I would explore it, but for the most part I’ll just add in more phrase match keywords.
You can use broad match if you have a massive negative keyword list (we’ll talk about that in a minute), but for most local businesses, it’s not worth the risk.
You’ll waste too much money on irrelevant traffic.
“Phrase Match”
Phrase match is more controlled than broad match, but it’s still pretty broad in 2025 depending on how broad the keyword you’re using is.
Example from Google:
If you bid on “furniture store” as phrase match, your ads could show for:
- Cheap furniture stores
- People searching for furniture store competitors
- What store is the best place to find a bedroom dresser
- Furniture store near me
A bit more tightly themed than broad match, but still a wide range.
It’ll get you a wider range of search terms and more traffic, but you need to be careful.
If I’m running phrase match keywords, I’m always monitoring my search terms report closely and adding negative keywords constantly.
When to use it: Phrase match works well when you need more traffic volume and you’re willing to manage it closely with negative keywords.
[Exact Match]
Exact match is the most tightly themed match type available.
Example from Google:
If you bid on [furniture store] as exact match, your ads could show for:
- Furniture store
- Home furnishing shop
- Furniture stores near me
Much more tightly themed around the core intent: someone looking for a furniture store.
Even exact match isn’t truly “exact” anymore. Google will still show your ads for close variations and related searches. But it’s the tightest theme you can get.
The main trade off with exact match keywords is that more people want to bid on them.
As a result, the traffic ends up being more expensive than other match types.
Everyone wants to bid on exact match because it’s the most relevant traffic. Higher demand = higher cost per click.
But you’re usually getting higher quality traffic that converts better, so the higher cost is often worth it.
My approach: I typically start campaigns with exact match keywords. If I need more traffic, I’ll add phrase match keywords and monitor them closely.
The Critical Importance Of Negative Keywords
Using match types with your keywords is important, but it’s equally as important to add a big list of negative keywords to your campaign.
Negative keywords tell Google what you DON’T want to show up for.
Without a strong negative keyword list, phrase match will show your ads for tons of irrelevant searches, and even exact match will drift too far from what you want.
What to add as negative keywords:
- Competitor names (local and national)
- Job-related terms (jobs, careers, hiring, salary)
- DIY terms (how to, tutorial, DIY)
- Unrelated services or products
- Other locations outside your service area
I typically have 500+ negative keywords before launching a campaign, and that list grows to 2,000+ over time.
Check your search terms report weekly and add new negative keywords based on irrelevant searches you find.
This is the most important ongoing optimization task you can do.
My Recommended Approach
Based on everything I’ve explained, here’s how I recommend using match types:
Start with exact match keywords only.
This keeps your traffic as tightly themed as possible from the start.
If you need more traffic, add phrase match keywords.
Monitor your search terms closely and add negative keywords aggressively.
Avoid broad match entirely.
Unless you have a massive negative keyword list and really know what you’re doing, it’s not worth the risk for local businesses.
Layer in ad group-level negative keywords.
If you have multiple ad groups (which you should), you can add negative keywords at the ad group level to prevent crossover between ad groups.
For example, if someone searches “stump grinding,” you don’t want your general “tree service” ad group showing up. Add “stump grinding” as a negative keyword to that ad group so only your stump grinding ad group shows for those searches.
This helps keep everything tightly themed and relevant.
Understanding The New Reality
I know this is frustrating if you’re used to the old system where exact match actually meant exact match.
But this is how Google Ads works now.
Match types are about controlling how broadly Google interprets your keywords, not about showing for one specific search term.
The good news? You can still run profitable campaigns with this system.
You just need to:
- Focus on exact and phrase match
- Build massive negative keyword lists
- Check your search terms report regularly
- Accept that you won’t have perfect control over every search
Think of your keywords as intent signals rather than exact search terms.
If someone searches “car detailing near me” or “auto detail shop near me” or “car cleaning service near me,” they all have the same intent: getting their car detailed locally.
Google will show your ad for all of those if you bid on exact match “car detailing near me”, but that’s fine because the intent matches.
Final Thoughts
Keyword match types have changed significantly, and you need to adapt your strategy accordingly.
Stop expecting exact match to show only for that exact keyword. It won’t.
Instead, think about the intent behind searches and use match types to control how broadly Google interprets that intent.
Start with exact match, add phrase match if you need more volume, avoid broad match entirely, and build your negative keyword lists aggressively.
Do that, and you’ll have much more control over your traffic quality and campaign performance.
Need Help With Your Google Ads Campaign?
If you’re a local business owner looking for help setting up or managing your Google Ads campaigns, I can help.
There’s a link below where you can apply for a free consultation. I’ll personally review your application and if I can help, I’ll reach out to schedule a call.
Thanks for reading, and I hope this guide helps you understand how keyword match types really work in 2026.
Want to see more content? Check out this pool service Google Ads case study going over a campaign we’ve been running for a client.
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