How the match types differ
Exact match shows your ad for searches with the same meaning as your keyword. Phrase match also includes searches that contain that meaning plus extra words. Broad match lets Google show the ad for anything it considers related, which can include research searches, DIY questions and other trades.
Why broad match wastes budget for trades
A roofer advertising on broad match “roof repair” can end up paying for clicks on “roof repair kit” or “roofing jobs”. Broad match works best with large budgets, lots of conversion data and smart bidding. Most local service businesses have none of the three when they start.
A structure that works
Group keywords by service (repairs, replacement, flat roofs, gutters) and use exact and phrase match in each group. Write responsive search ads that mention the service and the area, and add call, sitelink and callout assets. Build a negative keyword list for jobs, DIY, materials and free.
Track every enquiry
Track calls from ads, calls from the website, forms and WhatsApp clicks as conversions. Once you have steady conversion data, you can test broad match carefully in a separate campaign and compare cost per enquiry.
Review search terms weekly
The search terms report shows what people actually typed. Review it every week, add negatives and move strong new terms into exact match. This habit alone often cuts wasted spend more than any bidding change.
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