Match types control which search queries can trigger your Google Ads adverts. Choosing the wrong match types is one of the most common and costly mistakes in Google Ads, particularly broad match, which can drain budget on irrelevant searches within days of a campaign launching. This guide explains each match type and how to use them for an accounting firm.
The three match types
Exact match
Notation: [keyword in square brackets]
Your ad shows only when someone searches for your exact keyword, or a very close variant (plural forms, misspellings, abbreviations, and same-meaning queries). Very close variants include rearranged word order with the same meaning.
Example: [accountant for sole traders Manchester]
Triggers for: "accountant for sole traders Manchester", "sole traders accountant Manchester", "Manchester accountant for sole traders"
Does not trigger for: "accountant Manchester", "freelance accountant Manchester", "sole trader accounting software Manchester"
Exact match gives you the most control and typically the best conversion rates because your ad only appears for closely matched queries. The tradeoff is lower reach; you will not capture every relevant variation of the search.
Phrase match
Notation: "keyword in quotation marks"
Your ad shows when someone searches a query that contains your phrase (with the same meaning), even if there are other words before or after it.
Example: "sole trader accountant Manchester"
Triggers for: "good sole trader accountant Manchester", "sole trader accountant Manchester near me", "affordable sole trader accountant in Manchester", "Manchester sole trader accountant reviews"
Does not trigger for: "sole trader accounting software Manchester" (different intent), "accountant Manchester" (too generic)
Phrase match captures useful variations and added-on words while maintaining some relevance control. It is broader than exact match but still constrains you to queries that include your phrase in a meaningful way.
Broad match
Notation: keyword with no special notation
Your ad can show for any search Google considers related to your keyword, including synonyms, related concepts, or searches Google judges to be similar in intent.
Example: sole trader accountant
Can trigger for: "self employed accountant", "accountant freelancer", "accounting for small business", "bookkeeper for sole traders", "tax help for self employed", and potentially irrelevant terms Google's algorithms consider loosely related.
Broad match is the default match type in Google Ads. It maximises reach but minimises control. For accounting firms with limited budgets and no established negative keyword list, broad match regularly triggers irrelevant searches, wasting significant budget before you realise what is happening.
Which match types to use for an accounting firm
Starting out: use exact match and phrase match only. This gives you meaningful reach on relevant searches while maintaining enough control to spend budget efficiently.
After two to three months: once you have conversion data and a well-developed negative keyword list, consider introducing limited broad match for keyword discovery. The search terms report will show you what queries broad match triggers; add the irrelevant ones as negatives and the useful ones as new exact or phrase match keywords.
Ongoing: most well-managed accounting firm campaigns use primarily exact match on proven high-converting keywords and phrase match on secondary terms, with broad match used sparingly and actively monitored.
Match types and Quality Score
Your Quality Score is partly determined by how closely your keyword matches the searcher's query. An exact match keyword that precisely matches a query will typically have a higher Quality Score than a broad match keyword that only loosely relates to the same query. Higher Quality Scores mean lower cost per click and better ad positions, which is another reason exact match tends to be more cost-effective per conversion.
Practical example: three match types for one keyword
Keyword: accountant for limited companies Bristol
| Match type | What it shows for | What it might miss |
|---|---|---|
| Exact | "accountant for limited companies Bristol" and very close variants | "accountant for ltd companies Bristol", "Bristol limited company accountant" |
| Phrase | Any query containing the phrase meaning with added words | Very broad variations without the phrase |
| Broad | Any related query Google chooses | Can show for unrelated accounting queries |
For a local practice, exact match for your highest-priority keywords is typically the most efficient use of budget. Use phrase match to capture additional relevant variations you have not specifically added as exact match keywords.
Negative match types
Negative keywords also have match types, and the behaviour is the inverse:
- Negative exact match [-keyword]: prevents the ad only when that exact term is searched
- Negative phrase match [-"keyword"]: prevents the ad when that phrase appears in the search
- Negative broad match [-keyword without notation]: prevents the ad when any search is related to that term
For most negative keywords (jobs, salary, software, free), negative broad match works well. For preventing specific competitor names or brand terms, negative exact or phrase match is more appropriate.
A common mistake: unintentional broad match
When you type keywords into the Google Ads interface without notation, they default to broad match. Many advertisers create what they think are exact or phrase match campaigns but are actually running broad match because they forgot to add brackets or quotation marks. If your campaign is spending budget quickly without producing relevant enquiries in the first week, check your match types; this is a frequent cause.
Key takeaways
- Exact match [like this] shows your ad only for close variants of your exact keyword: highest control, best conversion rates.
- Phrase match "like this" shows your ad when your phrase appears within a broader query: useful range without losing control.
- Broad match (no notation) can trigger for loosely related searches; avoid for new campaigns until you have a robust negative keyword list.
- Most accounting firm campaigns should start with exact and phrase match, then carefully introduce broad match once performance data is established.
- Check match type notation when adding keywords; no notation defaults to broad match.
Frequently asked questions
Do exact match keywords miss useful traffic?
Some, yes. Exact match excludes variations you have not specifically added. Pairing exact match for your primary keywords with phrase match for secondary terms, and reviewing the search terms report regularly to add new exact match keywords, captures most relevant traffic without the waste of broad match.
Should we use the same keyword in multiple match types?
Some campaigns bid the same keyword in exact, phrase, and broad to control bids at each level. This adds management complexity and requires careful use of negative keywords to prevent the match types competing with each other. For most accounting firms starting out, keeping match types simple (exact and phrase only) is more practical.
What is broad match modifier (BMM)?
Google retired BMM as a distinct match type in 2021. Phrase match now largely covers what BMM previously did, showing ads for queries that include your keyword's meaning even with additional words. The old BMM notation (+keyword) still functions as phrase match.
How often should we check which searches are triggering our ads?
Weekly for the first two months, then monthly once your negative keyword list is well-developed. The search terms report is the most important report in a new campaign; it shows what your budget is actually being spent on.
Can match types affect Quality Score?
Yes. Exact match keywords that closely match the query tend to achieve higher Quality Scores than broad match keywords matching loosely related queries. Higher Quality Scores reduce cost per click, which is why exact match keywords often deliver better cost efficiency despite lower reach.
For more on keyword strategy, visit our Google Ads for accounting firms hub.