If you’ve run Google Ads in the past, you likely relied on match types to control when your ads appeared. Broad Match gave you reach, Phrase Match gave you control, and Exact Match gave you precision.
But if you’ve launched campaigns in 2025, you may have noticed something different:
Google doesn’t play by those same rules anymore.
Match types have changed — and if you don’t adapt, your ad budget could bleed into irrelevant searches.
What’s Changed with Match Types in 2025?
Here’s what we’re seeing across our client accounts:
Broad Match is More Aggressive Than Ever
Broad Match no longer just captures loose variations. It’s pulling in search terms that are:
- Related by topic, not necessarily by intent
- Entirely different service categories
- Geographically off-target if location exclusions aren’t strict
For example, the Broad Match keyword roof repair might now trigger ads for:
- “gutters overflowing”
- “handyman services near me”
- “free roofing inspection CT” (even if you don’t offer free inspections)
Phrase Match Isn’t “Phrase” Anymore
Phrase Match used to give advertisers a little flexibility with some control — users had to search the keyword in that order or with close variants.
Now? Google interprets meaning, not structure. A Phrase Match for “cabinet refacing” could trigger:
- “kitchen renovation ideas”
- “replace old cabinets”
- “bathroom vanity makeover”
Even though those aren’t bad terms, they’re not necessarily what you wanted. More often than not, these are mid or top-of-funnel queries that eat up budget without converting.
Exact Match Isn’t Really Exact
This one hurts the most. You’d expect [emergency HVAC repair] to trigger only that exact phrase or something nearly identical. But today, it might show for:
- “HVAC repair services”
- “emergency plumber”
- “furnace tune-up near me”
Google now includes close variants that it deems to have the same intent, even if the wording or meaning drifts a bit. For advertisers focused on high-intent conversions, this diluted targeting can result in wasted spend — and misleading performance data.
Why Is Google Doing This?
It comes down to automation and machine learning.
Google’s algorithm wants to match users with ads based on intent, not just keywords. In theory, this should be a win-win: better results for users and advertisers. But in practice, it often favors volume over quality — especially if your campaigns aren’t tightly managed.
What Google is really doing is:
- Using AI to interpret the user’s goal behind the search
- Prioritizing reach and automation over manual control
- Encouraging Smart Bidding to let the algorithm sort it all out (which doesn’t always work if your data is limited or your conversion tracking isn’t airtight)
What This Means for You as an Advertiser
If you’re running ads in 2025, relying solely on match types to control targeting is risky. Google’s automation is powerful, but not always accurate. That means you need to be more hands-on than ever with:
- Search term reviews
- Conversion tracking setup
- Bid strategy alignment
- Negative keyword management
Otherwise, you could be spending thousands targeting people who were never likely to convert.
Actionable Tips for Advertisers in 2025
To adapt to these changes, consider the following strategies:
- Use Broad Match with Extreme Caution
Only use Broad if:
- You’re combining it with Smart Bidding (like Target ROAS or Max Conversions)
- You have a strong negative keyword list
- You have clean, accurate conversion tracking feeding the algorithm
- Phrase Match = Mid-Funnel Focus
Recognize that Phrase Match now captures a broader range of intent. Use it for:
- Discovery campaigns
- Keyword expansion testing
- Supporting content-based landing pages
- Exact Match for Bottom-of-Funnel Conversions
If you’re targeting bottom-of-funnel leads (like “roof replacement estimate”), use Exact Match and:
- Layer in audience signals (like custom segments or remarketing lists)
- Regularly audit search terms and add negatives
- Don’t assume it will behave as expected — monitor results closely
- Negative Keywords Are Your Safety Net
They’re not optional anymore. Build and expand negative keyword lists weekly:
- Block service areas you don’t cover
- Exclude terms like “free,” “DIY,” or “jobs” if irrelevant
- Cut out search terms that consistently fail to convert
- Keep Testing Match Type Segmentation
Create separate ad groups or even campaigns by match type so you can:
- Compare performance
- Manage budgets independently
- See which match types are actually driving ROI
Final Word: Don’t Let Google’s Automation Steer the Ship
Google Ads still works in 2025 — if you adapt your strategy to match how the platform behaves today. Don’t assume match types give you the same control they once did.
If you’re noticing irrelevant traffic, weak lead quality, or a higher cost per lead, the culprit may be your match types. Fixing it isn’t just about switching keywords — it’s about rethinking your structure and tightening your targeting.
Need help navigating these changes?
At WebNet Marketing Studio, we actively manage and refine Google Ads campaigns for maximum ROI. From keyword audits to advanced bidding strategies, we keep your ads focused, efficient, and profitable — no guesswork.
