Keyword match types control how closely a Google Ads search has to match your keyword before your ad can show, and they decide whether you get maximum reach, tighter control, or something in between.
In Google Ads, you have three main choices: broad match, phrase match, and exact match. All three can still match “close variants,” meaning Google may show your ad for plural forms, misspellings, reordered words, and searches with the same meaning, so match types are not as literal as many business owners expect.
| Match type | How it matches searches | How to write it | Best for | Watch-outs |
|---|---|---|---|---|
| Broad match | Shows on searches related to your keyword, including related wording and intent signals, not just the words you typed. | plumber near me | Finding new search terms and scaling volume, especially when you have solid conversion tracking and automated bidding. | Can pull in irrelevant searches without a strong negative keyword list and tight campaign structure. |
| Phrase match | Shows on searches that include the meaning of your phrase, often with words before or after it, and close-meaning variations. | "emergency dentist" | Balancing reach and control when you want more relevance than broad but still want to catch common variations. | Still matches same-meaning searches, so you must review search terms and add negatives. |
| Exact match | Shows on searches that share the same meaning or intent as your keyword, usually the tightest of the three. | [emergency dentist] | High-intent services and budgets where every click matters, like urgent care, dental emergency, or “hire now” legal terms. | Lower volume; it can still match close-meaning queries, so it is not a guarantee of word-for-word matching. |
If you run a local business in Orlando, match type choice is mostly a budget and lead-quality decision. Broad match can work well when your tracking is clean (calls, forms, booked appointments) and you are feeding Google enough conversion data to learn. Phrase and exact are often better early on when you want tighter control over what you pay for, like “termite treatment,” “back pain clinic,” or “family law consultation.”
The fastest way to keep spend pointed at real leads is pairing match types with negative keywords. For example, a pest control company might add negatives like “DIY,” “jobs,” “salary,” “free,” or unrelated pests they do not treat. We also recommend checking the Search terms report weekly at the start, then at least monthly once performance stabilizes.
If you want help choosing match types for your service area, budget, and lead goals, our PPC management work focuses on controlling wasted clicks while still capturing the searches that turn into calls.
One last tip: match types work best when your keywords reflect what the searcher actually wants to do. If you are unsure whether you are targeting “research” queries or “ready to book” queries, it helps to start with search intent types and map match types to each intent level.
