The decline of phrase match in favor of broad match in Google Ads

Navigating the Shifting Landscape of Google Ads: Broad Match vs. Phrase Match

In the fast-evolving world of digital advertising, the choice of match types in Google Ads can significantly impact the success of a campaign. As costs rise and quality metrics shift, the ongoing debate between broad match and phrase match has gained prominence, prompting advertisers to reassess their strategies. This analysis reveals critical distinctions that could influence advertising decisions moving forward.

Traditionally, advertisers leaned towards phrase match for its precision and relevancy. However, a troubling trend has emerged: costs for phrase match have skyrocketed, increasing by 43% from June 2023 to June 2025, compared to a modest 29% increase for broad match. This disparity calls into question the effectiveness of phrase match against a backdrop of escalating costs, suggesting that advertisers may be overpaying for results that could be obtained at a lower price through broad match.

Google has championed broad match, emphasizing its advantages powered by machine learning and AI. By utilizing a wider array of signals—including landing page content and historical user queries—broad match, especially when paired with Smart Bidding, promises better return on investment. The evidence is compelling: a case study highlighted within the article indicates that one e-commerce business experienced a 13% increase in return on ad spend (ROAS) after switching from phrase to broad match.

While broad match offers potential benefits for e-commerce advertisers, lead generation specialists may encounter challenges. Although broad match can attract more traffic, the relevance of that traffic often diminishes, compromising ROAS. Here, Enhanced Conversions for Leads (EC4L) plays a pivotal role, as it can enhance quality signals within lead generation campaigns, ensuring that campaigns do not waste valuable resources on low-relevance queries.

As advertisers weigh their options, it becomes evident that the landscape is shifting towards a broader approach that prioritizes themes over rigid keyword adherence. This evolution suggests an emerging necessity for advertisers to integrate tools like URL shorteners and link management systems. These tools not only simplify sharing and tracking but also enhance the effectiveness of advertising strategies by providing concise and manageable links for campaigns. Utilizing custom domains and short link makers can increase brand visibility and engagement in advertising efforts.

In conclusion, the rise of broad match in the face of soaring phrase match costs presents an opportunity for advertisers to optimize their strategies for better performance. With smart adjustments and the right tools in place, including URL shortening solutions, advertisers can navigate this changing terrain more effectively. The choice is clear: as advertising dynamics evolve, adapting to broader strategies may yield the competitive edge needed in today’s digital landscape.