Google Ads Keywords & Match Types Explained (Broad, Phrase, Exact)

Keywords are words/phrases you add in Google Ads so your ads can match what people search. Match types decide how close the search needs to be to your keyword before your ad is eligible to show.

Keywords

Keyword = the "topic label" you give Google so it knows what searches you want.

Match type = how strict Google should be when matching that keyword to real searches.

Match types

a. Broad match = ads may show on searches related to your keyword (even if the search doesn't contain the direct meaning).

b. Phrase match = ads may show on searches that include the meaning of your keyword (meaning can be implied).

c. Exact match = ads may show on searches with the same meaning or same intent as the keyword (most control, least reach).

Tip: Broader match types can capture all the queries of narrower match types, plus more.

Syntax (how to type it)

• Broad: ac repair (no symbols).
• Phrase: "ac repair" (quotes).
• Exact: [ac repair] (square brackets).

Examples by Industry

HVAC Services

Let's say you provide air conditioning repair services.

a. Broad match keyword: ac repair Can show for searches like: "hvac technician near me", "air conditioning not working", "cooling system fix", "emergency ac service".

b. Phrase match keyword: "ac repair" Can show for searches like: "emergency ac repair", "ac repair cost", "residential ac repair near me".

c. Exact match keyword: [ac repair] Can show for searches like: "ac repair", "ac repair services", "ac repair near me".

Medical Practices

Let's say you're a cardiologist.

a. Broad match keyword: heart doctor Can show for searches like: "cardiologist near me", "heart specialist", "cardiac care physician", "chest pain doctor".

b. Phrase match keyword: "heart doctor" Can show for searches like: "best heart doctor in Boston", "heart doctor appointment", "pediatric heart doctor".

c. Exact match keyword: [heart doctor] Can show for searches like: "heart doctor", "find heart doctor", "heart doctor near me".

Automobile Services

Let's say you run an auto repair shop.

a. Broad match keyword: brake repair Can show for searches like: "mechanic for brakes", "brake service", "car stopping problems", "brake pad replacement".

b. Phrase match keyword: "brake repair" Can show for searches like: "affordable brake repair", "brake repair cost", "brake repair shop near me".

c. Exact match keyword: [brake repair] Can show for searches like: "brake repair", "brake repair services", "brake repair near me".

Home Services (Plumbing)

Let's say you're a licensed plumber.

a. Broad match keyword: water heater Can show for searches like: "hot water not working", "water heater installation", "tankless heater", "water heating repair".

b. Phrase match keyword: "water heater" Can show for searches like: "water heater replacement cost", "emergency water heater repair", "gas water heater installation".

c. Exact match keyword: [water heater] Can show for searches like: "water heater", "water heater services", "water heater repair".

Negative keywords (remove the irrelevant)

Negative keywords are terms you add to exclude your ads from showing on searches that include those terms.

Example for HVAC: If you're seeing irrelevant searches like "window ac unit" (you only service central AC systems), add window ac as a negative keyword.

Consequence: any search that includes "window ac" gets blocked from triggering your ad, so your ad stops showing for that irrelevant intent.

Example for Auto Repair: If you don't work on motorcycles, add motorcycle as a negative keyword to avoid searches like "motorcycle brake repair".

Example for Doctors: If you're a cardiologist and seeing searches for "heart tattoo", add tattoo as a negative keyword.

Example for Home Services: If you're a plumber who doesn't do septic work, add septic as a negative keyword to block "septic tank repair" searches.