Keyword match types have changed dramatically. Here's the current best practice for UK service businesses.
Google has significantly changed how keyword match types work over the past few years. Exact match now includes close variants, synonyms, and implied intent. Broad match uses AI to match your ads to searches that Google considers relevant. Understanding these changes is essential for running cost-effective campaigns.
Exact match (square brackets, e.g. [emergency plumber manchester]) is your precision tool. It gives you the most control over which searches trigger your ads and typically delivers the highest conversion rates and lowest cost per lead. Use exact match for your core, highest-intent keywords.
Broad match (no brackets, e.g. emergency plumber manchester) casts a much wider net. Google's AI will show your ads for searches it believes are related, which can include searches you'd never have thought to target. This can be powerful for discovering new keyword opportunities but requires careful monitoring.
The best practice for most service businesses is to start with exact match keywords and add broad match selectively once you have strong conversion data. Use broad match with Smart Bidding (Target CPA) so Google's bidding algorithm can adjust bids based on the likelihood of each broad match search converting. Monitor your Search Terms Report closely when running broad match to catch irrelevant queries early.