Keyword Match Type Tool for Google Ads

Match types control how closely a search must relate to your keyword before your ad can show. Broad match gives the most reach, phrase match requires the meaning of your phrase to be present, and exact match is the tightest, targeting searches with the same meaning as your keyword.

Broad match (keyword) can show for related searches and variations. Phrase match ("keyword") shows when the search includes the meaning of your phrase. Exact match ([keyword]) shows for searches with the same meaning or intent as your keyword.

Paste one keyword per line, choose the match types you want, then copy each column or download a CSV. Paste the result into Google Ads Editor or the keyword upload screen.

Google retired broad match modifier (+keyword) in 2021 and folded its behaviour into phrase match. This tool removes any leading + signs and does not output modifiers.

Exact and phrase match give the most control over spend and suit most lead generation accounts. Broad match works best with strong conversion tracking and smart bidding, and with a solid negative keyword list. I usually start tight and widen based on search term data.

Indirectly. Looser match types can bring more irrelevant clicks if left unchecked, which raises cost per lead. Reviewing the search terms report and adding negative keywords keeps spend focused on searches that convert.