Broad Match
The loosest keyword matching: Google shows your ad on searches it considers related, not just the words you chose. The default — and the most expensive to leave unmanaged.
Free · no signup · last reviewed August 29, 2026
The definition
The loosest keyword matching: Google shows your ad on searches it considers related, not just the words you chose. The default — and the most expensive to leave unmanaged.
Why it matters to an owner
Broad match is Google spending your money on its guesses. Fine with tight negatives and real conversion data; dangerous on day one.
Keep going
This is the work. Want it done?
Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.