Broad match keywords in Google Ads have come a long way. With machine learning advancements and Google’s intent-based matching improvements, many advertisers are giving broad match a second look.
But here’s the reality: broad match is great at spending your money—it’s not always great at converting your traffic.
If you’re tempted to launch your next campaign using broad match from the start, here’s why you might want to slow down—and what to do instead.
The Problem with Starting on Broad Match
On paper, broad match sounds like a dream. Google promises intent-based matching and greater reach. In theory, it helps you find more customers by understanding the context behind searches—not just the literal query.
But in practice, broad match has serious limitations, especially for:
- B2B advertisers
- Niche products
- New campaigns without conversion history
What we consistently see:
❌ Irrelevant Queries
Broad match regularly pulls in terms that sound similar but mean something very different. For example, targeting “CRM software” might bring in traffic for “free customer spreadsheets”—not ideal if you sell a premium SaaS product.
❌ Low-Intent Traffic
Broad match often serves ads to users who are in research or curiosity mode—not purchase mode. This inflates clicks and impressions without meaningful downstream conversions.
❌ Missed Targeting
Without refined signals or historical data, Google’s machine learning is forced to guess. And even with improved algorithms, it still gets it wrong more often than many advertisers realize.
Unless you’re working with massive data sets, airtight negative keyword lists, and strict campaign controls, broad match is more of a liability than an asset.
So What Should You Do Instead?
A smarter path to PPC success starts with control, clarity, and data. That means leaning on match types that give you tighter alignment between search intent and ad messaging.
✅ Start with Exact and Phrase Match
These match types allow you to:
- Control which queries trigger your ads
- Gather clean data on what terms convert
- Avoid wasted spend on irrelevant variations
It’s the best way to validate your keyword strategy before scaling.
✅ Use Manual CPC or Max Clicks with Bid Caps
Giving Google full control from day one is risky. Manual CPC or Max Clicks with bid caps lets you:
- Set upper limits on cost per click
- Preserve budget while testing keyword performance
- Reduce the risk of overpaying for low-quality traffic
Bid caps and manual strategies may take a bit more management—but they protect your budget while you gather early insights.
✅ Build Negative Keyword Lists
Every exact and phrase match campaign should be paired with robust negative keywords. This prevents Google from slipping in tangential matches and helps you:
- Increase relevance
- Improve quality scores
- Lower your overall cost per conversion
Keep your negatives updated based on real search term reports. It’s not a set-it-and-forget-it process.
When to Use Broad Match (and How to Do It Right)
This isn’t a blanket indictment of broad match. It can be an incredibly effective scale lever if you use it strategically.
When broad match makes sense:
- After you’ve proven which keywords convert profitably
- Once your conversion tracking is rock-solid
- When your campaigns have enough history for smart bidding to work effectively
The Right Way to Use Broad Match:
- Start with proven keywords: Only test broad match with terms that are already performing well in exact and phrase.
- Use Smart Bidding (with caution): Consider tCPA or Max Conversions, but monitor closely.
- Keep building negative lists: Even in broad match, active exclusion is your best friend.
- Segment by intent: Don’t mix top-of-funnel exploratory terms with bottom-funnel buyer intent terms in the same campaign.
Think of broad match as a second gear—not the starting line. It works best when layered into a well-oiled machine that already knows what success looks like.
Final Thought: Scale Smarter, Not Sooner
The promise of broad match is tempting: more reach, more impressions, and maybe even more conversions. But if you launch with broad match too early, you risk:
- Burning your budget on irrelevant clicks
- Confusing your ad platform’s learning phase
- Misleading stakeholders with vanity metrics
A better approach is to start narrow, gather clean data, build on what works, and scale with intent.
Once you’ve established what keywords and messages drive results, broad match can become a powerful tool to widen your reach—without sacrificing efficiency.
Need Help Building the Right Match-Type Strategy?
Stratus Analytics helps B2B brands and growth teams structure campaigns that balance control with scale. Whether you’re launching your first PPC campaign or reworking a bloated account structure, we help you:
- Identify high-converting keywords
- Set match types based on funnel stage
- Structure campaigns for clean data
- Expand profitably with confidence
Ready to scale the right way? Get in touch and let’s build a PPC strategy that works with you—not against you.
Hi There! I’m Scott, and I am the principal consultant behind Stratus Analytics. I’ve have been providing freelance digital marketing services for over 20 years. DISCLAIMER: Due to my work in the packaging industry, I unforunately cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.