# Google Ads Match Types and the Search Terms Report in 2026

> Broad, phrase and exact match in 2026, how Search and Performance Max share queries, and how to read the search terms report and AI Max columns.

Source: https://mentionx.ai/learn/google-ads/google-ads-match-types-search-terms  
Author: Dipuck Jones, founder of MentionX  
Updated: 4 November 2026  
Level: Practitioner

**Match types decide which searches can trigger your ads, and the search terms report shows which searches actually did.** In 2026 broad match and AI Max widen reach by design, so the search terms report is where you take back control.

> **Key takeaways**
>
> - Broad captures phrase and exact matches plus related searches; phrase captures exact plus more specific searches.
> - Google expects broad match to run with Smart Bidding.
> - A search identical to an eligible exact match keyword sends traffic to that Search campaign ahead of Performance Max.
> - The search terms report shows terms with significant volume, with match type and, for AI Max, source columns.
> - Review search terms weekly in new campaigns and monthly once stable.

*Checked 4 November 2026 (CET) against Google Ads Help and Google developer documentation. Google Ads menus, defaults and rollouts change often, so confirm in your own account. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.*

## How do the three match types differ?

| Match type | Syntax | Shows on | Good for |
|---|---|---|---|
| Broad | accounts payable software | Related searches, which may not contain your words | Finding demand, with Smart Bidding |
| Phrase | "accounts payable software" | Searches that include the meaning of the keyword | Controlled reach |
| Exact | [accounts payable software] | Searches with the same meaning or intent | Your highest-value terms |

Broad match can also use the user's recent searches, your landing page and other keywords in the ad group to work out intent.

## Which campaign gets the query?

Google sets an order for when a Search keyword and a Performance Max search theme could both match:

1. An **exact match keyword identical to the search** wins.
2. Phrase and broad keywords (including AI Max) and search themes that are **identical** to the search share priority.
3. Otherwise, the most relevant ad groups by Google's AI are considered.
4. Ties are decided by Ad Rank.

Google adds that a keyword can lose to Performance Max if its Search campaign is limited by budget or the keyword has low search volume.

## How do you read the search terms report?

Go to **Insights and reports → Search terms**. For each term you see the triggering keyword and match type. With AI Max on, extra columns show the AI Max match type and its source, plus the headline and landing page used. Sort by cost, then ask three questions per row:

- Is this search relevant? If not, add a negative (lesson 8).
- Is it converting? If yes and it matters, add it as an exact keyword with its own ad.
- Is it brand or competitor traffic in the wrong campaign? Use brand settings.

> **Pro move:** add your top 20 converting search terms as exact match in their own ad group with a dedicated ad. Because identical exact match is prioritised, you take those queries back from Performance Max and broad match, with copy and a landing page you chose.

*Our view:* broad match is fine when the conversion data is good and the negatives are maintained. It is expensive when either is missing.

## Which match type should each keyword use?

| Keyword situation | Match type | Bid strategy | Why |
|---|---|---|---|
| Top converting term, high value | Exact | Any Smart Bidding | Priority over other campaigns and its own ad |
| Clear theme, moderate volume | Phrase | Smart Bidding | Controlled reach with some discovery |
| Discovery for a theme, good conversion data | Broad | Conversion or value-based Smart Bidding | Google expects broad match with Smart Bidding |
| New account, little conversion data | Exact and phrase | Maximise clicks or manual, then switch | Broad without data learns from too little |
| Competitor names | Exact or phrase in a separate campaign | Target CPA | Keeps cost and copy separate |

## How do you set up a search terms review, step by step?

1. Go to **Insights and reports → Search terms** and set the date range to the last 30 days (7 days for new campaigns).
2. Add the columns: Match type, Added/Excluded, Cost, Conversions, Cost per conversion, and the keyword that triggered the term.
3. Sort by cost.
4. For each term, decide: **keep**, **add as keyword** (exact, in the right ad group), or **exclude** (negative at the right level, lesson 8).
5. Save the view so the next review takes minutes.
6. Note patterns, not just single terms. Several bad terms with the same word suggest one negative.

## Why can't you see every search term?

Google shows search terms that had significant volume; some lower-volume terms aren't shown for privacy. Expect totals in the report to be lower than campaign totals. If a large share of cost sits in hidden terms, the n-gram script in lesson 19 helps you see patterns in what is visible.

## How do you route traffic between your own campaigns?

When the same search could trigger several campaigns, decide where you want it to land and enforce it:

- Add the search as an exact keyword in the campaign that should own it.
- Add it as a negative exact keyword in campaigns that shouldn't take it.
- Use brand exclusions in non-brand Search and Performance Max to keep brand searches in the brand campaign.
- Watch budgets: a keyword can lose to Performance Max if its Search campaign is limited by budget.

## What are the edge cases?

- **Close variants.** Exact and phrase match include close variants such as misspellings, plurals and reorderings with the same meaning. Your exact keyword can show on searches that look different.
- **Same keyword in several ad groups.** Google picks one; you lose control of which ad shows. Keep each keyword in one place.
- **Broad match on manual bidding.** Broad works with Smart Bidding signals; on manual CPC it has less to go on.
- **Low search volume keywords.** They may not serve at all; consolidate them into broader themes.

## Practitioner hacks for match types

- **Watch the first two weeks of broad match daily.** Once negatives are in place, drop to weekly.
- **Keep exact match keywords for your money terms**, even when broad is doing most of the work. They give you priority and a dedicated ad.
- **Use the search terms report as research.** New phrasing customers use often makes good headlines and page copy.
- **Don't duplicate keywords across ad groups.** Pick one home for each keyword.
- **Label keyword sets** (for example "core", "test", "competitor") so you can filter performance quickly.

## Questions to ask in a keyword review

1. Which match type does each top-spend keyword use, and why?
2. Are broad match keywords on Smart Bidding?
3. Which converting search terms aren't yet keywords?
4. Where are brand searches landing?

## A 30-minute audit for this lesson

1. Export keywords with match type, cost and conversions for 90 days.
2. Flag broad match keywords running without Smart Bidding.
3. Flag any keyword that appears in more than one ad group.
4. Pull search terms and list converting terms that aren't keywords.
5. Check brand terms in non-brand campaigns.
6. Pick five changes and log them.

## Key terms

| Term | Meaning |
|---|---|
| Broad match | Shows on related searches, which may not include your words |
| Phrase match | Shows on searches that include the meaning of the keyword |
| Exact match | Shows on searches with the same meaning or intent |
| Close variant | Misspellings, plurals or reorderings with the same meaning |
| Search term | What the person typed, as opposed to your keyword |

## Worked example: Ledgerline's search terms review

*Ledgerline is a fictional accounts-payable software company. Details and numbers are illustrative.*

Ledgerline's broad match keyword "invoice automation" was matching searches for free invoice templates and invoicing jobs. The team added those as negatives, then found that "accounts payable automation for nonprofits" converted well. They added it as an exact keyword with a nonprofit landing page and a matching headline.

### Walkthrough: Ledgerline's first full review

1. Sorted 30 days of terms by cost. The top term was an exact match on the brand campaign; good.
2. Found "accounts payable jobs" and "ap clerk salary" in the non-brand broad ad group. Added "jobs" and "salary" to the account negative list.
3. Found "invoice approval workflow software" converting at a good cost through broad match. Added it as exact in its own ad group with a dedicated ad.
4. Saw brand searches showing in non-brand Search. Added a brand exclusion to that campaign so they route to the brand campaign.
5. Saved the view and scheduled the n-gram script from lesson 19 to support the weekly check.

## Try it yourself

1. Open your search terms report for the last 30 days and save a view with the columns listed above.
2. Classify the top 30 terms by cost as keep, add or exclude.
3. Add at least one converting term as exact match in its own ad group.
4. Check whether brand terms appear in non-brand campaigns.

## Quick quiz

**1. Which keyword wins when a search is identical to an exact match keyword and a Performance Max search theme?**

*Answer:* The exact match keyword in the Search campaign, provided it is eligible.

**2. Why does the search terms report not show every term?**

*Answer:* Google shows terms with significant volume; some low-volume terms are withheld for privacy.

**3. Which bid strategy does Google expect broad match to use?**

*Answer:* Smart Bidding.

## What should you check before the next lesson?

- Open the search terms report for the last 30 days, sorted by cost.
- Add negatives for irrelevant terms and exact keywords for strong converters.
- Check whether any important exact keywords are limited by budget.
- For AI-assisted analysis of exports, see [Claude for CSV analysis of GA4 and Ads data](https://mentionx.ai/learn/claude/claude-csv-analysis-ga4-ads).

Next: [Negative keyword strategy](https://mentionx.ai/learn/google-ads/google-ads-negative-keyword-strategy). Or return to the [Google Ads for Marketers track](https://mentionx.ai/learn/google-ads/google-ads-for-marketers).

## Common questions

**Is broad match safe to use?** Google says broad match should be used with Smart Bidding, which judges each query at auction time. Without Smart Bidding and good conversion data, broad match can spend on loosely related searches.

**Does exact match beat Performance Max?** Yes, when the search is identical to an eligible exact match keyword. Google says that Search campaign is prioritised over Performance Max and broader keywords.

**Why don't I see every search term?** The report shows terms used by a significant number of people. Low-volume terms are grouped out for privacy.

## Sources

- Google Ads Help, [About keyword matching options](https://support.google.com/google-ads/answer/7478529)
- Google Ads Help, [About the search terms report](https://support.google.com/google-ads/answer/2472708)
- Google Ads Help, [How AI Max for Search campaigns works](https://support.google.com/google-ads/answer/15910187)
- All accessed 4 Nov 2026.

## Frequently asked questions

### Is broad match safe to use?

Google says broad match should be used with Smart Bidding, which judges each query at auction time. Without Smart Bidding and good conversion data, broad match can spend on loosely related searches.

### Does exact match beat Performance Max?

Yes, when the search is identical to an eligible exact match keyword. Google says that Search campaign is prioritised over Performance Max and broader keywords.

### Why don't I see every search term?

The report shows terms used by a significant number of people. Low-volume terms are grouped out for privacy.

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Written and reviewed by Dipuck Jones for MentionX Learn. The HTML version of this page: https://mentionx.ai/learn/google-ads/google-ads-match-types-search-terms