Google Ads offers broad, phrase and exact keyword match types. Broad match can include related searches, phrase match includes the keyword’s meaning and exact match can include the same meaning or intent. Exact match therefore does not mean that only identical words will trigger consideration. Source: Google Ads: Keyword matching options

Choose with the campaign in mind

Discuss match type alongside the offer, available budget and conversion tracking. Write down which searches would be useful and which would be irrelevant. This gives the team a basis for evaluating the setting rather than choosing it from its name alone.

Review the searches that appeared

Compare reported search terms with the selected keywords and the resulting enquiries. Keep notes on changes to exclusions or match types. This lets you examine what the campaign actually reached and relate any change in enquiry quality to a documented decision.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.