PPC glossary

Broad match

Broad match is the Google Ads keyword match type that lets ads show on searches related to a keyword, including searches that do not contain its exact words. It is the default match type and reaches the widest range of searches, using signals such as the user's recent searches and the landing page content.

Reviewed by Gareth Hoyle, Managing Director
Last reviewed 31 October 2026

How does broad match compare with phrase and exact match?

Google ranks the three match types by reach and control. Broad match reaches the most searches and gives the least control, and exact match the reverse.

Broad match: ads may show on searches that are related to the keyword
Phrase match: ads may show on searches that include the meaning of the keyword
Exact match: ads may show on searches with the same meaning or intent as the keyword

What happened to broad match modifier?

Broad match modifier (BMM), written with a plus sign such as +accountant +leeds, was a middle option between broad and phrase match. In February 2021 Google began building BMM behaviour into phrase match, and from July 2021 new keywords could no longer be added with the plus notation. Existing BMM keywords still serve, but behave as phrase match.

When does broad match work?

Google says Smart Bidding works best with broad match, because the wider set of searches lets the system learn which ones convert, and that bids should reflect the signals present in each auction. Without conversion-based bidding, broad match tends to spend on loosely related searches.

In practice it needs three things: reliable conversion tracking, a growing list of negative keywords and regular reviews of the search terms report to see what it is actually matching.

Example

A broad match keyword 'accountant for landlords' could show an ad for searches such as 'help with rental income tax return' or 'buy to let tax adviser', which phrase match might miss. It could also match 'landlord accounting software', which a firm selling a service would block with a negative keyword.