Google Ads Keyword Match Types: What’s Changed and What You Need to Know

Updated: March 2025

One of the quickest ways to start generating traffic to your website is through Google Ads. You can create ads that appear at the top of search results when people search for your chosen keywords. Simple, right?

In theory, yes. But one of the most common mistakes we see when inheriting underperforming accounts is the incorrect use of keyword match types – or a complete disregard for them. And in recent years, Google has made several changes that make managing match types more complicated.

In this updated guide, we’ll look at what keyword match types are, how they currently work (as of 2024–2025), and how you can use them to improve ad targeting, increase traffic quality, and boost conversion rates.

What Are Keyword Match Types?

Keyword match types are used in Google Ads to control how closely a user’s search query needs to match your keyword in order for your ad to be shown. They’re essentially a targeting filter – and depending on how you use them, they can either drive high-quality leads or burn through your budget on irrelevant clicks.

There are currently three core match types: Broad Match, Phrase Match, and Exact Match. Negative Match is also important for excluding certain queries.

Broad Match

How it works: Broad match is the default match type in Google Ads. If you enter a keyword without any symbols or punctuation (e.g., car insurance), it will be treated as broad match.

What it triggers: Broad match keywords can trigger your ad for any search query that Google’s AI deems relevant to your keyword – including synonyms, related concepts, and variations. For example:

Keyword: car insurance

May trigger: “auto coverage”, “cheap van insurance”, “vehicle protection plans”

Why we don’t recommend it (most of the time): Broad match gives up a lot of control. Although it can be useful when combined with Smart Bidding and strong conversion data, it often leads to wasted spend on irrelevant clicks.

Phrase Match

How it works: Phrase match keywords are added using quotation marks (e.g., “car insurance”). Your ad may show for searches that include the meaning of your keyword, even if other words are added before or after.

What it triggers: Phrase match focuses on the intent behind the keyword phrase and allows for some flexibility:

Keyword: “car insurance”

May trigger: “classic car insurance”, “car insurance for young drivers”

May also trigger: “insurance for car accidents” (if Google determines intent is similar)

Recent changes: Since 2021, phrase match has absorbed elements of the now-retired Broad Match Modified type. This means it behaves more broadly than it used to, and word order isn’t always preserved unless changing it would alter the meaning.

Exact Match

How it works: Exact match keywords are surrounded by square brackets (e.g., [car insurance]). Ads will trigger only when the query has the same meaning or intent as the keyword.

What it triggers:

Keyword: [car insurance]

May trigger: “car insurance”, “insurance for cars”, “auto insurance” (depending on Google’s interpretation of intent)

Important caveat: Exact match doesn’t mean word-for-word anymore. Google still allows close variants such as plurals, reordered words, abbreviations, and misspellings – as long as the intent stays the same.

Negative Match

How it works: Negative keywords prevent your ads from showing for searches containing specific words or phrases. They help filter out low-intent or irrelevant traffic.

Example:

Keyword: “car insurance”

Negative keyword: worst

Prevents ad from triggering for: “worst car insurance companies”

Using negative keywords strategically can save budget and increase conversion rates. You can add them as broad, phrase, or exact match negatives.

Broad Match Modified (Deprecated)

Google retired Broad Match Modified (BMM) keywords in 2021. These used to include a plus symbol (e.g., +car +insurance) and offered a balance between reach and control. Most of its functionality now lives within Phrase Match.

If you still see BMM keywords in your account, Google has automatically transitioned them to behave like Phrase Match.

Which Match Type Should You Use?

It depends on your campaign goals, budget, and how much control you want over search query matching.

Avoid Broad Match unless you’re using Smart Bidding with a strong history of conversion data.
Use Phrase Match for balanced reach and relevance. Pair it with regular search term reviews and negative keywords.
Use Exact Match for high-intent keywords where precision matters most (e.g., product names, services).
Always monitor search terms and refine your keywords over time. Google’s AI is powerful – but not perfect.

Final Thoughts

Google’s shift toward intent-based matching can be helpful, but it also introduces more ambiguity into keyword targeting. That’s why keyword match types – combined with regular search term audits and smart use of negatives – are more important than ever.

If you’re struggling with irrelevant clicks or rising costs, revisiting your keyword strategy could make all the difference.

Need help auditing your Google Ads account? Let’s talk.