Exact Match vs Broad Match: How Google Really Works in 2025

What Are Match Types?

Match types are Google’s way of deciding how closely a user’s search needs to match your keywords. Here’s a quick rundown:

• Exact Match: Triggers your ad only when someone searches for your exact keyword or a close variation. Best for control and precision.
• Phrase Match: Used to mean “match this phrase in order.” Now, Google treats it more like Broad Match with mild training wheels. It’s slowly being deprecated.
• Broad Match: Lets Google match your ads to searches that are contextually relevant — even if the wording is different. High volume, low control (unless managed well).

Most of the time, advertisers assume Exact = good, Broad = bad. But the truth isn’t that simple — especially now that Google’s AI and Smart Bidding are driving most of the decision-making.

Why Google Wants You on Broad Match

Broad Match with Smart Bidding increases conversions by 23% on average, according to Google. That’s not fluff — it reflects how Google now understands context better than ever.

When paired with Smart Bidding, Broad Match can find high-converting queries you’d never think to target manually. Think “emergency plumbing help” triggering an ad for a drain cleaning company. Not obvious, but it works.

• Smart Bidding = machine learning optimization for conversions, revenue, or ROAS
• Without Smart Bidding, Broad Match is reckless — with it, it’s strategic

Phrase Match is becoming redundant because Smart Bidding makes Broad safer and more effective. Expect Google to push advertisers more and more toward Broad-only setups.

When Exact Match Is Still Better

Broad Match is powerful, but sometimes you still want laser precision. Exact Match is ideal when:

• You’re bidding on high-value keywords you absolutely want to control
• You’re running branded campaigns and can’t afford misfires
• You have a very tight budget and can’t tolerate waste

It’s not about which match type is “better.” It’s about context. In tight verticals, Exact gives you the ability to control your ad spend to the letter. That still matters.

Pros and Cons

• Broad Match Pros: More scale, better automation, taps into long-tail queries
• Broad Match Cons: Can waste spend without negative keywords or Smart Bidding
• Exact Match Pros: Precision, control, predictable performance
• Exact Match Cons: Lower reach, misses opportunity, time-intensive

What About Negative Keywords and Brand Filters?

Broad Match doesn’t mean “no control.” You can (and should) use long-tail negative keywords to block irrelevant traffic. Think:

• free, DIY, jobs, or cheap if you’re selling premium services
• Location-based negatives like New York if you're not operating there

You can also exclude your brand name from Broad Match campaigns if you're already running branded Exact Match. Google also lets you create brand inclusions so you only show for queries that include your brand or approved partners.

Bottom Line

Match types aren’t dead — they’re just different. If you’re still treating Broad like it’s 2018, you’re missing out. With the right structure and negative keyword setup, Broad Match with Smart Bidding can outperform everything else.

But Exact Match still has its place — especially for control freaks and high-intent campaigns. Use both when it makes sense. Just don’t ignore where Google is clearly heading.