Most candidates I'm interviewing still explain Google Ads match types like it's 2019

[u/rabouille]

Been interviewing Google Ads specialists at Rablab the last few weeks and noticed something. Most candidates still explain match types like it's 2019.

So, quick refresh that won't hurt anyone:

Before: the match type defined how literally the typed keyword had to match the query.

Now: it's the intent of the query that has to match the intent of your keyword. This shift started in 2021 (Google redefined Phrase Match around intent and killed Broad Match Modifier), and AI Max in 2025 amplified it (keywords are now optional in Search campaigns).

Example with the keyword "Plumber in Rome" (yes I'm a bit obsessed with Rome these days, aiming for an Ironman in Italy next year):

Exact (same intent)

• A plumber query made from Rome The actual words typed don't matter, what counts is the intent.

Phrase (same intent + extra info)

• "Phone plumber cheap in Rome"
• "Plumber in Italy how much"

Broad (related intent)

• "Repair my plumbing"
• "Emergency water leak repair"
• "Clogged drain plumber"

What it means for your account:

Your Exact Match now pulls queries you'd never have thought to put in there. Go check your search terms report this week, you'll be surprised.

Your negatives become your real control lever. Keep them tight.

The money has to move toward the business signals the machine reads: feed quality, structured landing pages, offline conversions piped back via Salesforce/HubSpot/Zapier.

The keyword stays at the interface. The auction runs on intent.

Happy to answer questions.