What Is Phrase Match in Google Ads? (15,000 Accounts Say It Has Higher CVR!)

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Phrase match is a Google Ads match type that gives you better targeting without killing volume.

I break down how phrase match works, and how it compares to broad match and exact match keyword targeting.

If your ads are showing for searches that aren’t related to your keyword, I’ll show you what can trigger your ads and how a negative keyword list keeps things clean.

I also explain when I’d use broad match (rarely), when to use phrase match, and when to graduate winners into an exact match keyword.

Plus, I cover what 15,000 accounts suggest about why phrase match often beats broad match on ROAS and can lift conversion rate (CVR).

⏩ Skip to Section
00:00 What phrase match is (quotation marks and meaning)
00:47 Broad match vs phrase match vs exact match (reach vs relevance)
01:31 When to start using exact match (graduating winners over time)
02:07 What 15,000 accounts show (ROAS and conversion rate by match type)
02:48 What I recommend you do first (don’t start too tight)
02:54 Quick recap + comments

📺More videos from The Conversion Clinic
Broad vs Phrase vs Exact Match: https://www.youtube.com/watch?v=Eunt0NWkslk
3 Ways to Structure Your Google Ads (And the Best One to Use!): https://www.youtube.com/watch?v=IbP7qZ-pCxI

📚 Related resources
SEO vs Google Ads — 7 Surprising Differences [2025]: https://josiahroche.co/blog/seo-vs-google-ads/
How to Improve Your Google Ads Quality Score: 5 Proven Methods: https://josiahroche.co/blog/improve-google-ads-quality-score/

❓FAQs
Q1: What is phrase match in Google Ads?
It’s a match type where Google shows your ad for searches that keep the meaning of your keyword phrase. You add it with quotation marks. It’s usually tighter than broad match.

Q2: Broad match vs phrase match, what’s the difference?
Broad match reaches more searches but can be less relevant. Phrase match is more focused and usually brings in traffic more related to your keyword.

Q3: Phrase match vs exact match, which should I use?
Phrase match is better for learning and scaling. Use exact match keyword targeting once you know which searches convert and you want max control.

Q4: How do I add a phrase match keyword?
Add the keyword in quotes in Google Ads, like "buy running shoes". Then check the search terms that trigger your ads.

Q5: When should I use broad match?
Only when tracking is strong and you’re actively adding negatives. If you use broad match without control, spend can drift fast.

Q6: When should I use phrase match?
Most of the time as a starting point. It’s a solid middle ground for keyword matching and finding long-tail searches.

Q7: When should I use exact match?
After you’ve got proven performance on cost per lead or cost per acquisition. Then move the best queries into exact match keywords.

Q8: Do I need negative keywords with phrase match?
Yes. A negative keyword list stops irrelevant searches and keeps the match type working properly.

Q9: Can I run phrase and exact together?
Yes. Phrase match finds new winners, and exact match locks in the best performers.

📞 Need help getting your marketing off the ground? Book a call: https://josiahroche.co/book-meeting/

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#phrasematch #exactmatch #negativekeywords #googleads

Видео What Is Phrase Match in Google Ads? (15,000 Accounts Say It Has Higher CVR!) канала Josiah Roche — Google Ads + SEO Training