Is Phrase Match Dead? How to Use Phrase Match Keywords in Google Ads the Right Way in 2025
Jun 11, 2024If you've been using phrase match keywords in Google Ads, you may have noticed something strange lately: you're paying for clicks that feel increasingly off-target. Search terms that seem only loosely related to your intent are slipping into your campaigns, and performance is suffering. You're not alone.
Many advertisers are now asking a crucial question: is Google phrase match still worth using in 2025? Or has it quietly become obsolete?
In this article, I’ll break down exactly what's changed with phrase match targeting, why it’s no longer the reliable tool it once was, and how you should structure your Google Ads campaigns today for better performance. Whether you're managing your own campaigns or overseeing an agency team, this is your roadmap to smarter keyword targeting in a post-phrase match world.
What Are Phrase Match Keywords in Google Ads — And How Have They Changed?
To understand what’s happening with Google phrase match, we first need to look at how it used to work—and how it's changed in recent years.
Traditionally, phrase match keywords let you target searches that included your keyword phrase in the exact order, possibly with extra words before or after. For example, if your keyword was "digital marketing agency", your ad might appear for searches like:
- “best digital marketing agency near me”
- “affordable digital marketing agency services”
This allowed for a good balance between reach and relevance. You weren’t as restrictive as exact match, but still had more control than broad match.
However, since 2021, Google has shifted how phrase match works. Now, it focuses more on the intent behind a search rather than the exact wording. That same keyword could now trigger:
- “marketing firms for online businesses”
- “digital advertising agency”
While these seem relevant at a glance, in practice they can pull in a wide range of interpretations that don’t reflect your actual service or customer intent. And that's the core problem: Google is trying to guess the user's intent for you—and often, it guesses wrong.
This transformation has left phrase match in a strange middle ground. It no longer offers the control it once did, yet it's also not as flexible or powerful as broad match when paired with smart bidding. So, what does that mean for your campaigns?
Why Phrase Match Keywords Often Underperform Today
The issue with phrase match in 2025 isn't just theoretical—it’s backed by data. In many accounts I manage, phrase match keywords in Google Ads now behave almost like a “lite” version of broad match, but without the added benefit of Google’s full AI signals.
Here are the two biggest problems:
a) Phrase Match Pulls in Irrelevant Search Terms
Google now tries to match your phrase match keywords to searches with “similar intent,” even if the words aren’t close. This means you might target "plumbing services near me" and end up showing for:
- “how to become a plumber”
- “plumbing apprenticeship program”
Clearly, the intent here is different—but Google’s looser interpretation of meaning lets these slip through.
b) It Limits Google's Ability to Optimize
Oddly, phrase match gives you neither full control nor full flexibility. With exact match, Google knows exactly what you want. With broad match, Google gets access to more signals (like user behavior and past searches) to optimize performance.
Phrase match, however, sits awkwardly in the middle. It doesn't provide tight targeting like exact match, nor does it unleash the full power of AI like broad match does. It’s like using outdated tools in a modern workshop.
Real-World Example
One of our clients—a dentist running ads for “cosmetic dental services”—used the phrase match keyword "cosmetic dentist London". In theory, that sounds good. But the search terms included:
- “dental jobs London”
- “free NHS dentist London”
- “how to become a cosmetic dentist”
In every case, those clicks were wasted budget. That’s when we realized: phrase match is no longer safe by default.
When (and If) You Should Still Use Phrase Match
Given all its drawbacks, you might wonder: should you abandon phrase match keywords in Google Ads altogether?
Not necessarily. While it's no longer the go-to choice for most campaigns, there are still limited use cases where phrase match can make sense—if used carefully.
a) When Targeting Niche or Mid-Funnel Queries
If you’re targeting very specific audiences or mid-funnel queries that are too broad for exact match but too risky for broad match, phrase match can act as a middle ground—but only if you actively manage search terms and apply negatives regularly.
Example: A SaaS platform offering software for veterinary practices might use the phrase match keyword "vet software platform". If monitored closely, this could surface valuable variations like:
- “best vet software for clinics”
- “cloud-based vet platform”
But without tight monitoring, it could also match:
- “veterinary technician training software”
- “free online vet courses”
b) When Using It as a Discovery Tool
Phrase match can occasionally be helpful in keyword discovery, especially in newer accounts. You might run phrase match for a few weeks alongside other match types, then mine the search terms report to build a stronger list of exact match keywords and negatives.
Just remember: it requires active management. If you set it and forget it, you’ll likely waste budget.
šBroad vs Exact vs Phrase Match in Google Ads: A Deep Dive with Darren Taylor
The Winning Formula: Combining Broad Match and Exact Match for Performance
If phrase match is fading, what works best today?
After analyzing hundreds of Google Ads accounts across various industries, we consistently see the strongest performance from campaigns that combine broad match and exact match—with smart bidding strategies like Maximize Conversions or Target CPA.
Here’s why this works and how to set it up:
Step 1: Use Long-Tail Broad Match Keywords
Broad match has evolved. When paired with smart bidding, it uses machine learning to match your ads with users likely to convert—based on context, past behavior, and landing page content.
To get the best results, use long-tail, high-intent keywords. Instead of "marketing agency", use:
- "digital marketing agency for law firms"
- "Facebook ads management for chiropractors"
These longer phrases give Google more context about the kind of searches you want.
Step 2: Build a High-Intent Exact Match List
Exact match is still your control tool. Use it for keywords that have:
- Strong historical conversion rates
- High commercial intent
- Clear, unambiguous meaning
These are your money-makers—build around them and protect them from irrelevant traffic.
Step 3: Constantly Monitor and Apply Negatives
Even with smart bidding and broad match, you must review your search terms regularly. Add irrelevant queries as negative keywords to keep your targeting sharp.
Step 4: Align Your Landing Pages
Remember, Google factors in your landing page content when deciding if a query is a good match. Make sure your pages speak clearly to the keywords you’re targeting. This improves Quality Score and conversion rates.
Example Setup: Local Plumber
- Exact match: [emergency plumber Sydney], [blocked drain plumber]
- Broad match: “best plumbing services in Sydney”, “licensed plumber for hot water system”
- Apply negatives: “plumbing apprenticeship”, “DIY plumbing”
- Landing page: Focused on emergency plumbing services with local keywords, trust signals, and clear CTAs