Google Ads Broad Match: What It Is and How It Works

When setting up a search campaign, choosing the right keyword match type can make or break your results. Google Ads broad match is the default match type that allows your ads to show for a wide range of search queries—beyond just your exact keywords. It includes variations such as synonyms, misspellings, related terms, and even contextually relevant searches.

While it’s ideal for expanding reach, it also requires careful management to avoid irrelevant clicks and wasted spend.

How Google Ads Broad Match Expands Reach

With google ads broad match, you don’t need to list every keyword variation manually. Google’s algorithm automatically matches your ads to relevant searches, using real-time signals like user intent, browsing behaviour, and search context.

As explained in SEMrush’s guide to keyword match types, broad match helps advertisers cast a wider net—but it should be paired with data-driven strategy to maintain relevance and ROI.

1. How Broad Match Works in Practice

Let’s say you’re targeting the keyword running shoes. With broad match, your ad could show for:

• best sneakers for workouts

• athletic footwear deals

• jogging gear online

• Even misspelled or loosely related terms like runnin sheos

This makes broad match a useful tool when launching new campaigns or entering new markets.

2. Benefits of Using Broad Match

• Increased reach: Your ad appears for more search terms without adding dozens of variations.

• Access to unexpected queries: You may find valuable search terms you wouldn’t have targeted manually.

• Works well with Smart Bidding: When combined with automated bidding like Maximise Conversions or Target ROAS, broad match can identify high-performing queries in real time.

This is why google advertising agencies often start with broad match in early-stage campaigns to gather data, then refine.

3. The Drawbacks to Watch For

Because broad match casts such a wide net, it can lead to:

• Irrelevant clicks

• Lower conversion rates

• Higher spend without a clear return

To mitigate this, use negative keywords and analyse your search term reports regularly.

Best Practices for Using Google Ads Broad Match Effectively

1. Pair Broad Match with Smart Bidding

Google’s automated bidding strategies help ensure your ads show for relevant, high-converting searches. Google ads automated bidding + broad match = smarter reach.

2. Monitor Search Terms and Add Negatives

Check which actual queries are triggering your ads. Exclude anything unrelated to your business or not converting. This keeps your traffic qualified.

3. Start Broad, Then Optimise

Broad match is perfect for discovery. Once you’ve identified high-performing queries, add them as exact or phrase match keywords for more control and better return on ad spend.

This is a strategy often implemented by experienced google advertising consultants or google advertising agencies.

Google Ads Broad Match Is a Powerful but Nuanced Tool

Google ads broad match gives you scale, flexibility, and access to a wider audience—but it works best when combined with smart bidding, ongoing optimisation, and a strong negative keyword strategy. If you’re looking to discover new keyword opportunities and test new markets, broad match is a valuable place to start.

For a deeper dive into match types, check out SEMrush’s full guide to keyword match types in Google Ads.

Want Help Managing Your Keyword Strategy?

We help businesses get the most out of Google Ads—whether you’re launching with broad match or scaling with exact. Contact Marketing Together for a smarter keyword and bidding strategy.