Broad Match Keywords.
Wondering if you should use them?
As of today, in early 2026, we still have Exact and Phrase Match in Google Ads.
So we’re lucky enough to still have the option.
Sort of.
I say that because Google’s “close match” behavior on phrase and exact still allows your ads to show for searches that can be pretty far from your actual keywords.
But anyway, here’s a few scenarios:
Brand New Account
If you’re launching a new campaign in a completely new account with no conversion history then your answer is NO. Stick to phrase and exact.
Possible rare exception to that rule : You happen to be super niche and are having a hard time finding keyword phrases that get consistent search volume.
New Campaign in an Established Account
You already have other campaigns running, conversions consistently coming in, and now you’re adding a new campaign for a different angle or product/service.
Should you start with broad match keywords?
The answer is likely NO here too.
Exception to the rule : You might start with broad match if you were tasked with getting this new campaign “off the ground” as quickly as you can.
Adding Broad Match to Existing Campaigns?
You’re running phrase and exact now and are wondering if you should add broad match to existing campaigns.
Well.
How is phrase and exact performing for you?
You’re tracking conversions properly?
Happy with phrase and exact?
If your impression share isn’t over 70% then it’s probably not time for broad match.
Even if your impression share is over 70%, you should check to see if you’re still losing any impression share due to budget.
Losing it to rank is for another post later.
If you’re not losing any to budget, then have you exhausted all keyword ideas?
Any new ones to add?
Established Account and Campaign Impression Share is High
In this scenario you have a search campaign running in a well-established Google Ads account.
You have an extensive keyword list, all in phrase and exact.
Impression Share on these keywords are consistently above 70%.
Quality conversions are coming in and you’re happy with performance.
Then, yes, NOW it’s probably time to consider giving Broad Match keywords a try.
Obviously this is super simplified.
Every account has some nuance.
But in general this is how I would think about it.
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