by Austin LeClear
on September 22, 2025
You’ve probably heard this by now: When you use broad match keywords, you should only use broad match keywords. “Forget everything else,” say some Google Ads experts and reps, “broad match is all you need.”
At Grow My Ads, we think that’s complete nonsense.
Don’t get us wrong – broad match absolutely dominates in certain scenarios, especially for larger, high-volume accounts with tons of conversion data, and there are a lot of valid points on either side of the broad match vs exact match argument. But here’s what those broad match advocates won’t tell you: if you’re running Google Ads campaigns with only broad match, you’re leaving serious money on the table. So which keyword match types should you use? We’ll explore this and more below.
Broad Match + Exact Match: A Winning Strategy
Across our client accounts, we love running a combination of broad match and exact match keywords (once using broad match keywords makes sense for the account).
In this post, we’ll review exactly why that is, and how you might go about structuring the keywords in your Google Ads account. Prefer video? Check out our video Why I Use Both Exact Match + Broad Match (And Ignore Google’s ‘Expert’ Advice) on YouTube below:
Still with us? Good, let’s dive in.
Firstly, broad match is semantic – it’s all about the meaning behind a search query. According to Google, when someone types “grass cutting services near me” and another person searches for “local lawn cutting services,” Google sees these as the same intent. Your broad match keywords should theoretically pick up both searches.
Exact match, on the other hand, is about precision targeting. It’s your way of telling Google, “Hey, when someone searches for THIS specific term, I absolutely need to be there.”
Think of it like this: exact match is tight, broad match is loose. With exact match, you’re targeting the word; with broad match, you’re targeting the meaning.
Why the Combination Strategy Works
You might be wondering, wouldn’t broad match technically capture all the exact match terms anyway? Google certainly claims it does.
But here’s the problem: when you rely solely on broad match, you’re putting all your faith in Google’s AI to capture those high-converting search terms. And while Google’s system is pretty smart, it’s not perfect. Therefore, it is usually a good idea to run exact match keywords at the same time as broad.
For example, let’s say I have the broad match keyword “washable sectional sofas.” Someone searches for “washable pet friendly sofas.” Technically, that’s the same thing – washable sofas are (in general) also pet friendly. But I’m relying entirely on Google’s AI to make that connection if I have not added any exact or phrase match keywords.
Further, there are billions of variables at play during each auction: your quality score, your bidding strategy, the competition level. Google might miss that connection. The system might think the intent isn’t quite there.
Forcing Google’s Hand
Here’s where exact match keywords can help you get the most from Google: If you see that “washable pet friendly sectional sofas” is a high-converting, high-volume search query, add it as an exact match.
Doing so essentially forces Google to make sure you are matched with that exact search. According to Google, the system will prioritize eligible keywords that are identical to the search term:
This gives you control over your top-performing, high-volume search terms that help take your business to the next level.
When to Use Each Match Type
At Grow My Ads, we don’t throw broad match keywords into every campaign from day one. Instead, we take things in stages:
- Phase 1: Build the foundation — start with more controlled keyword match types, primarily exact match and some phrase match. The goal is to build up conversion data, understand which search terms actually convert, and get campaigns dialed in.
- Phase 2: Broad match expansion — if you’re seeing consistent performance (usually 30-50+ conversions per month), start layering in broad match.
Broad match plus smart bidding is incredibly powerful when you have that solid foundation. You’re tapping into all of Google’s AI signals for audience discovery and broader reach. But you’re doing it from a position of strength, not desperation.
Here’s what you’ll find in most high-performing Google Ads campaigns:
- Exact match for top-performing, high-converting keywords that you absolutely must show up for
- Broad match for expansion and AI-powered discovery
- Strategic use of phrase match when performance justifies it
This combination gives advertisers:
- High-intent precision from exact match
- AI-powered broad reach from broad match
- Full control over the most profitable search queries
Each ad group gets carefully structured with this match type strategy, ensuring you capture relevant searches while avoiding irrelevant traffic that wastes budget.
In short, we do not use broad match until the campaign is dialed in (here, meaning the campaign has consistency and high conversion volume).
Real-World Results
In practice, this combination strategy usually gives you the strongest result. Your exact match keywords ensure you’re showing up for those proven, high-converting user searches. Your broad match expansion helps you discover new relevant keywords and tap into related searches you might have missed.
You’re not just throwing keywords at the wall and hoping something sticks. You’re strategically building campaigns that balance reach and precision.
Final Thoughts
Different keyword match types exist for a reason. Broad match is fantastic for expansion and tapping into Google’s AI capabilities. But exact match gives you the control and precision successful Google Ads campaigns thrive on.
Don’t let Google reps or supposed experts convince you to put all your eggs in one (keyword) basket. The real money-making strategy combines the best of both worlds: the precision of exact match for your proven winners and the expansion power of broad match for explosive growth.
Remember, when you’re managing Google Ads campaigns, it’s not about following the latest trend or advice from Google reps who (often) have never actually managed real advertising budgets. It’s about what actually works in the real world, with real businesses, spending real money.
And in our experience, the combination of broad match and exact match is where the magic happens.
