What to Do When Google Ads' Exact Match Isn't Exact Enough

Remember when "exact match" in Google Ads meant exactly that? Those days are long gone. Google has progressively relaxed its match type definitions over the years, leaving many advertisers concerned when their carefully selected keywords trigger ads for loosely related searches.

However, despite the alarm in some PPC circles, this evolution might not be the disaster many make it out to be. With the right approach and understanding of how modern Google Ads really works, you can leverage these changes rather than fight against them. Let's explore how to navigate this new landscape effectively.

Understanding the Reality: Is Exact Match Really a Problem?

Google's definition of "exact match" has evolved dramatically:

2012: Exact match meant exact match (with minor exceptions for plurals and misspellings)
2017: Function words (prepositions, conjunctions) and word order variations were added
2018: "Close variants" expanded to include implied words and paraphrases
2023+: Machine learning further broadened the definition to include "same intent" queries

But here's what many advertisers miss: when you're feeding Google's algorithm high-quality conversion signals like MQLs or actual sales data, these match type distinctions become far less critical. The system optimizes toward your business outcomes, not just keyword matching patterns.

If exact match truly delivered fundamentally different results than broad match, you'd expect exact match keywords to receive similar impression volume with higher conversion rates. Instead, what we typically see is exact match keywords receiving significantly fewer impressions and clicks compared to their broad match counterparts, with performance differences that don't justify the reach limitations.

Let's look at a more effective approach to keyword strategy in today's Google Ads environment.

Strategy 1: Start Broad, Refine as Needed

Rather than starting with restrictive match types, consider beginning with high-intent broad match keywords and letting Google's algorithms do the heavy lifting.

A practical match type progression approach:

Start campaigns with high-intent broad match keywords paired with strong conversion tracking. Monitor performance closely and only switch to phrase match if the broad match version truly underperforms on your key metrics. Similarly, only move to exact match if the phrase match version fails to deliver acceptable results. Finally, if an exact match keyword still underperforms, simply pause it rather than trying to further restrict it.

This progressive refinement approach ensures you're not sacrificing valuable traffic based on outdated keyword matching principles. Remember that phrase match provides a middle ground when you need slightly more control, preserving word order while allowing for variations like "affordable commercial property insurance" from a phrase match keyword "commercial property insurance."

Strategy 2: Build Comprehensive Negative Keyword Lists

While match types may matter less, negative keywords remain crucial for protecting your campaigns from truly irrelevant traffic.

Tips for effective negative keyword management:

Review your Search Terms Report regularly (at least weekly for active campaigns). Add irrelevant terms as exact match negatives immediately, and create campaign-level negative keyword lists for consistent application. Group negatives by theme such as competitor terms, DIY searches, and unqualified prospects. Just remember to use broad match negatives carefully to avoid excluding valid traffic.

Pro tip: Add negative keywords in batches after identifying patterns, not just one-off terms. For example, if you sell high-end kitchen renovations, you might add negative keywords like "cheap," "budget," "DIY," "how to," etc.

Strategy 3: Leverage Smart Bidding With Quality Conversion Signals

The secret to making Google's matching systems work for you is providing quality conversion data:

Consider using Target ROAS or Target CPA bidding strategies with realistic but firm performance targets. Focus on tracking meaningful business outcomes rather than surface-level conversions like form fills. Connect your CRM data to Google Ads when possible to provide downstream conversion information. Tools like WhatConverts make it simple to track offline conversions and feed this valuable data back to Google Ads, closing the loop between digital marketing and real business outcomes. The more Google knows about which leads actually generate revenue, the better it can optimize your targeting, regardless of match type.

Is It Worth the Effort?

Absolutely. While these strategies require more hands-on management, the payoff is significant. You'll see reduced wasted ad spend and higher conversion rates across your campaigns. Your business will benefit from better quality leads and clearer performance data to guide future decisions. Perhaps most importantly, you'll enjoy more predictable ROI, making your marketing budget work harder for your business goals.

Google's evolution of match types reflects the reality that machine learning now drives most of the platform's decisioning. Fighting against this evolution by clinging to outdated match type strategies often leads to unnecessarily restricted reach and missed opportunities.

By embracing Google's algorithm capabilities while maintaining strategic oversight through negative keywords and performance analysis, you can achieve better results than ever before. The key is providing quality conversion signals that truly reflect your business goals.

Remember that Google Ads continues to evolve. Stay informed about platform changes and be prepared to adapt your strategies accordingly. With a focus on outcomes rather than input restrictions, you can ensure your campaigns deliver the business results you need, regardless of how Google defines its match types.