Rob Timmermann

Why Broad Match Is Useless in 2025 (And What to Do Instead)

Google Ads used to give advertisers control, but in 2025, that control is slipping fast.

Over the past year, Google has quietly loosened match type definitions, letting its algorithm “interpret intent” more freely. In plain English: your keyword match types no longer mean what they used to.

Here’s the reality we’re seeing every day:

  • Exact Match now behaves like Phrase Match
  • Phrase Match now behaves like Broad Match
  • Broad Match has become… completely unreliable

So what’s the fix?

We’ve moved most of our pay-per-click clients from Broad to Phrase Match to regain control over what search terms trigger their ads. Not to get fancy — just to make sure their budget isn’t getting torched by irrelevant clicks.

Broad Match: The Budget Burner

Google sells Broad Match on the idea of expansion — more reach, more impressions, more opportunities.

They even try to seduce you with lower CPCs.

And it works… until you realize those cheap clicks come from completely irrelevant traffic.

Would you rather:

  • Pay $2 for someone searching “how to do your own plumbing”
  • Or $12 for someone searching “plumber near me open now”?

The lower CPC looks great in a report, but the revenue comes from the clicks that actually convert.

Broad Match is a classic example of false efficiency. It feels like it’s working because your cost-per-click drops, but your cost-per-acquisition skyrockets.

Phrase Match: The New Control Standard

Phrase Match has become the default for anyone serious about results.

It no longer behaves like it did in 2019 — it’s looser than before — but it still offers the best mix of relevance and reach.

You can still get discovered by people searching variations of your terms. But you avoid the nonsense that Broad Match now invites.

What You Should Do Now

If your campaigns are underperforming, don’t just rewrite ads or tweak bids.

Start by reviewing your match types.

Here’s a quick checklist:

✅ Audit all keywords by match type

✅ Review actual search terms triggering your ads

✅ Remove Broad Match wherever it’s leaking budget

✅ Shift to Phrase Match and monitor performance

✅ Use Exact Match only where conversions are proven

Also, make sure your negative keyword list is dialed in, especially if you’re still running any Broad Match terms.

Final Thought

Google has loosened the reins. It’s up to you to tighten them.

Match types used to be a technical detail. In 2025, they’re a strategy.

If you don’t take back control of your keyword targeting, Google will keep making decisions for you, with your money.

Need a second set of eyes on your PPC strategy? We audit Google Ads accounts for a living,  and we’ll tell you the truth. Schedule a free consultation with Timmermann Group to discuss your business goals and how PPC can help you reach them.

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