Search keyword match types have changed quite a bit since Google first launched its ad platform in 2000. We used to have a clear definition of how each match type worked, and our strategies of how we used them followed a simple logic. But since the discontinuation of Broad Match Modifier (BMM, RIP), match type functionality has become more and more confusing to users. 

So what should your keyword match type strategy look like in 2026? 

The answer to this depends on whether or not you use conversion-based smart bidding, and how hands-off you want to be with your Search ads. Google claims that their AI will bring you the best results, but we tend to treat such statements with caution.

If you have a sizable budget but not a ton of time to optimise campaigns, AI Max campaigns may be the best option for you. Here, you don’t need to choose match types, just keywords that describe your products/services and Google will use its best efforts to match them appropriately to actual user searches.

However, if you have budget restrictions, and time to optimise your campaigns, we think some testing of the different match types and how they compare for your business is the best recipe to success. Try this formula for search campaigns that don’t use AI Max functionality:

• 2-3 short, highly relevant, Broad match keywords. These match quite a lot of search terms that Google believes are related and similar to your keyword (including synonyms, added terms and more).
• 5-10 Phrase keywords that can be mid-length to long-tail. Phrase matches with search terms that include the meaning of your keyword, which works well for many of the longer, full-sentence search queries we now see due to the rise of AI in Google search.
• 5-10 Exact keywords that can be mid-length to long-tail. These can be the same as your Phrase keywords. Exact matches based on the meaning of your keyword only, but is not as strict as it used to be, so will still match words in a different order and variations Google considers small.

The key with this strategy is to compare match type performance after some time, and regularly review your search terms to identify negatives and new keywords to add.

For a more detailed definition of each match type, see this Google article.