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About Google Ads Keyword Match Types:

If you are running Google Ads search campaigns and you are not paying close attention to your keyword match types, there is a good chance you are wasting a significant portion of your budget on searches that will never convert.

Take a keyword like 'pest control' as a broad match. That single keyword can trigger ads for everything from how to get rid of termites yourself to questions about pest control licensing. A lot of informational traffic, a lot of wasted clicks, very few leads. The only time broad match makes sense right out of the gate is if you have a large budget, strong conversion data already coming into the account, and the time to manage a constant flow of negative keywords.

For most businesses, especially local service businesses, phrase match is your best starting point. Something like "pest control near me" or "pest control nashville" as a phrase match keyword will bring in searches that are much more relevant to what your actual customers are typing. You still get solid volume without opening the floodgates.

If you are launching a brand new campaign with no conversion history, exact match is worth starting with. Yes, it limits volume. But it gives you control over exactly which searches trigger your ads in the early stages, so you are not spending your first $1,000 figuring out what does not work.

One thing I always tell people: look at keyword bid ranges in the Google Keyword Planner to gauge search intent. A keyword with a high bid average usually means advertisers have tested it and it converts. Something like "apply for a company credit card" or "commercial pest control near me" tends to cost more per click for a reason. People searching those terms are closer to making a decision.

The general progression I recommend is this. Start with exact match and manual bidding to keep your searches tight. Move to phrase match with Target CPA once you have some data. Once you have 30 to 50 conversions per month coming in, broad match paired with Target CPA or Target ROAS can work well because Google has enough signal to find the right searchers for you.

The bottom line is that there is no single right answer for every campaign. But launching with broad match and hoping for the best is one of the most common and costly mistakes I see.

Watch the full breakdown on YouTube where I walk through real campaign examples, show you how to read search term reports, and explain how to use the Keyword Planner to identify which keywords are worth targeting from day one.
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Talk soon, Corey

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