Google Ads has three keyword match types: Broad Match (widest reach, least control), Phrase Match (your phrase must appear in the search), and Exact Match (only exact queries trigger your ad). For most SA advertisers, Phrase and Exact Match deliver better ROI than Broad Match.
Match types are one of the most powerful and most misunderstood settings in Google Ads. The match type you assign to a keyword determines which searches will trigger your ad. Using the wrong match types is one of the primary reasons South African Google Ads campaigns waste budget on irrelevant clicks. This guide covers all three match types and when to use each. See also: Google Ads campaign setup guide.
The Three Google Ads Match Types
1. Broad Match
Broad Match is the default match type and the most expansive. When you use Broad Match, Google shows your ad for searches related to your keyword — including synonyms, misspellings, related searches, and searches Google determines to be semantically related. You do not need any special syntax — just enter the keyword as-is.
Example: The Broad Match keyword plumber Cape Town could trigger ads for searches like ‘Cape Town plumbing service’, ‘water leak repair western cape’, ’emergency plumber’, or even ‘DIY plumbing Cape Town’. The reach is wide, but so is the irrelevance.
2. Phrase Match
Phrase Match requires your keyword phrase (or a close variant) to appear within the search query, in the same order. The syntax is quotation marks around the keyword: “plumber Cape Town”. This means your ad can show for “affordable plumber Cape Town”, “best plumber Cape Town northern suburbs”, or “emergency plumber Cape Town 24 hour” — but not “Cape Town plumbing services” (the words are reordered).
Phrase Match offers a balance between reach and control. It captures genuine variations of your keyword intent while filtering out many of the irrelevant searches that Broad Match would trigger. For most South African service businesses, Phrase Match is the preferred starting point for new campaigns.
3. Exact Match
Exact Match shows your ad only for searches that match your keyword exactly, or for very close variants (misspellings, plurals, abbreviations). The syntax is square brackets: [plumber Cape Town]. This means your ad shows for “plumber Cape Town” and “plumbers Cape Town” — but not “Cape Town plumber” or “best plumber Cape Town”.
Exact Match gives you maximum control and typically the highest Quality Scores because your ad can be written to match that specific query precisely. The trade-off is lower reach — you miss all the variations and synonyms that Phrase or Broad Match would capture. Exact Match works best for your highest-converting, most valuable keywords.
Which Match Type Should You Use?
The recommended approach for South African advertisers:
- Start with Phrase Match for all keywords to balance reach and control
- Add Exact Match for your highest-priority keywords where you want maximum control
- Avoid Broad Match until you have strong negative keyword lists and enough conversion data for Smart Bidding to optimise effectively
- Review the Search Terms report weekly to see what actual searches are triggering your ads — add irrelevant terms as negatives and add valuable new terms as keywords
Broad Match + Smart Bidding: When It Works
Google recommends using Broad Match with Smart Bidding strategies (Target CPA or Target ROAS) because the algorithm uses conversion signals to determine which Broad Match searches are worth bidding on. This approach can work well for mature accounts with strong conversion data (50+ monthly conversions). For new accounts or accounts with limited data, Broad Match without Smart Bidding is extremely risky and can exhaust budgets quickly on irrelevant traffic.
See the Google Ads match types documentation for full details on how each match type operates and the close variant rules that apply.
Frequently Asked Questions
What is the difference between Broad Match and Broad Match Modifier?
Broad Match Modifier (BMM) was deprecated by Google in 2021. The + symbol that used to force required words in Broad Match no longer exists — that functionality is now handled by Phrase Match. If you see old articles referring to BMM, the advice has been superseded.
Does match type affect Quality Score?
Match type does not directly affect Quality Score, but it influences it indirectly. If Broad Match shows your ad for loosely related searches, your expected CTR (a component of Quality Score) may be lower because the ad is less relevant to those searches. Tighter match types (Phrase, Exact) tend to produce higher CTRs on the searches they do trigger, which can improve Quality Score over time.
Can I use the same keyword with multiple match types?
Yes — and it is often beneficial. For example, having both [accountant Sandton] (Exact) and “accountant Sandton” (Phrase) allows you to capture exact searches with full control while also capturing phrase variations. Use negative keyword lists to prevent the Phrase Match version from triggering the same searches as Exact Match, which would cause them to compete against each other.
How do I add match types in Google Ads?
In Google Ads, keywords are entered in the keyword field of an ad group. To add a Phrase Match keyword, put quotation marks around it: “keyword”. For Exact Match, use square brackets: [keyword]. For Broad Match, enter the keyword with no special characters. You can also change the match type of existing keywords by editing them in the Keywords tab.
Are there match types for negative keywords?
Yes — negative keywords also have match types. Negative Broad Match blocks searches containing any of the negative keyword words (in any order). Negative Phrase Match blocks searches containing the exact phrase. Negative Exact Match blocks only that exact search. Using Negative Exact Match is useful when you want to block a specific term but still allow variants.