# What is broad match in Google Ads?

> Broad match is the default Google Ads keyword type. Your ad can show on related searches, not only your exact words. How it works, with an example.
- **Author**: Marxx
- **Published**: 2026-11-13
- **Category**: Google
- **URL**: https://marxx.ai/library-glossary/broad-match

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Broad match is the default keyword type in Google Ads. Your ad can show for searches related to your keyword, even when they do not contain its words ([Google Ads Help](https://support.google.com/google-ads/answer/7478529), checked 2026-10-20).

## How it compares

| Type | How you write it | Who sees your ad |
|---|---|---|
| Broad | `tennis shoes` | Related searches, even without your words |
| Phrase | `"tennis shoes"` | Searches that include your keyword's meaning |
| Exact | `[tennis shoes]` | Searches with the same meaning or intent |

Broad match also catches every search that phrase and exact match would. It has the most reach and the least control.

Google says it looks at a person's recent searches, your landing page and the other keywords in the ad group. Google's own example: the keyword "low carb diet plan" may match "how to cut carbs for beginners".

## A worked example

Say you sell dog food and bid on `dog food for puppies` on broad match. You spend INR 20,000 in a month. The search terms report shows where it went. The numbers are made up.

| Search term | Spend |
|---|---|
| puppy food online | INR 9,000 |
| best dog food brands | INR 6,000 |
| puppy training classes | INR 5,000 |

The first two fit. The third wastes INR 5,000, which is 25% of spend. You add "training" as a negative keyword. Google says negative keywords filter out the searches you do not want.

## How to use it well

- Pair it with Smart Bidding. Google calls this pairing critical, since Smart Bidding sets each bid at auction time.
- Read the search terms report every week and add negatives.
- Test on a capped budget first.
- Very similar broad keywords, like "red car" and "car red", count as duplicates. Only the one with the higher [Ad Rank](/glossary/ad-rank) runs.

Watch your [cost per click](/glossary/cpc) and your [CPA](/glossary/cpa) for the first two weeks. See also [AI Max for Search](/glossary/ai-max-for-search).

Marxx has a hosted [MCP server](/mcp). Claude, or any MCP client, can read your Meta and Google Ads performance through it. Then you can ask about both in chat. We make Marxx.

## FAQ

### Is broad match a good idea?

It can be. It works best with Smart Bidding and a tidy negative keyword list. Start with a small budget and judge by cost per sale, not by clicks.

### How do I set a keyword to broad match?

Type the keyword with no symbols. Broad match is the default, so you do not pick it.

### Does broad match show my ad for synonyms?

Yes, and for related ideas too. That is why checking the search terms report matters.

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