The three match types
| Match type | Written as | Shows for |
|---|---|---|
| Broad | hot water repair | Anything Google thinks is related, which can be a long way off |
| Phrase | "hot water repair" | Searches that include the meaning of the phrase |
| Exact | [hot water repair] | Searches with the same meaning, closest control |
Why broad match burns trade budgets
Broad match lets Google decide what's related. For a plumber, that can mean DIY guides, plumbing courses, hardware store searches and plumbing jobs. New campaigns usually start on broad, which is how a lot of accounts end up paying for clicks that were never customers.
How we'd start a trade account
- Phrase match on the core job searches: "blocked drain plumber", "switchboard upgrade".
- Exact match on the few searches you know convert best.
- A negative keyword list from day one: jobs, courses, DIY, how to, free.
- Check the search terms report every week and add new negatives.
- Only test broad match once tracking is solid and the negative list has a month of real data behind it.
Match types and negatives work together
Negative keywords have match types too, and they behave a bit differently. A negative on the word jobs blocks any search containing jobs. That's usually what you want for job seekers, but check you're not blocking a real customer phrase by accident.
How to check what you're paying for
In Google Ads, open the search terms report. It lists the real searches people typed before clicking your ad. If more than a handful look nothing like your trade, the match types are too loose or the negatives are missing.
Want it run for you? Our Google Ads management is built around tracked calls, not clicks.