Broad Match Has Changed. Most Accounts Haven't Caught Up Yet
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Broad Match Has Changed. Most Accounts Haven't Caught Up Yet

Broad match has been fundamentally redesigned since 2021 — but most accounts are still managing it with outdated instincts. Here's what actually changed, what it means, and how to respond.

2021–24
period of most significant changes
47%
avg. waste rate without negative infrastructure
3×
reach increase over phrase/exact
30
min. monthly conversions for safe use
AG
Ayse Guney
Head of PPC Engineering
Mar 11, 2025
9 min read
Google Ads UpdatesBroad MatchSearch TermsCampaign OptimizationAccount StrategyBest Practices
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AG
About the author
Ayse Guney
Head of PPC Engineering

Ayse leads PPC strategy at Scaletrics — bid philosophy, channel mix, and audience architecture across 80+ brands. She personally signs off on every material change before it reaches a live campaign.

Google Ads UpdatesBroad MatchSearch TermsCampaign OptimizationAccount StrategyBest Practices
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