How Broad Match with Smart Bidding is Transforming Lead Generation in Google Ads

During Google Ads Academy: Supercharge Your Lead Generation, marketers gained valuable insights into improving lead generation strategies. The presentation covered several actionable topics: mapping the lead-to-sale journey to identify and address customer drop-offs, using the EC4L framework to measure key campaign metrics like engagement and lifetime value, crafting creative assets designed to drive action, and fostering collaboration between sales and marketing teams.

While all these strategies are critical, the advancements in broad match took center stage. Once viewed as risky, broad match has been revitalized by AI and machine learning, making it a more effective tool when paired with Smart Bidding. Here’s a closer look at how broad match works today, why it’s worth revisiting in some cases, and how to use it strategically alongside other keyword match types.

How Broad Match Has Improved

Google has reengineered broad match with two major AI-driven advancements:

1. Enhanced Intent and Language Understanding

AI now enables broad match to analyze the intent behind user searches rather than relying solely on the literal meaning of keywords. This improvement ensures that ads appear for highly relevant queries, even if the exact phrasing is different. For instance, a keyword like “affordable marketing software” might match queries like “low-cost digital tools” or “budget-friendly CRM software.”

2. AI-Based Keyword Prioritization

Broad match now uses AI to prioritize keywords intelligently. It matches searches to the most relevant ad groups and creatives, ensuring that users see the best possible ad for their query. This improvement minimizes irrelevant matches and improves ad performance.

The Role of Smart Bidding in Broad Match Success

Broad match thrives when paired with Smart Bidding strategies like Target CPA (tCPA) or Target ROAS (tROAS). This combination enables Google’s algorithms to analyze real-time signals—such as user location, device type, time of day, and past behavior—to dynamically adjust bids and optimize for conversions.

Google’s data shows the potential impact of using broad match with Smart Bidding:

• +35% More Conversions: Upgrading exact match keywords to broad match while using Smart Bidding delivers up to 35% more conversions.
• +25% More Conversions: Switching from phrase match to broad match with tCPA can achieve 25% more conversions.
• +12% More Conversion Value: Shifting from phrase match to broad match with tROAS results in 12% more conversion value.

These statistics demonstrate that broad match, when combined with Smart Bidding, can significantly boost both volume and value for lead generation campaigns.

Balancing Broad Match with Phrase and Exact Match

While broad match is more powerful than ever, phrase match and exact match still have their place in a well-rounded campaign strategy. While broad match has evolved to be more helpful, it is not a fit for all scenarios, and in some cases exact match and phrase match are still a better fit. These more restrictive match types are useful when precision is essential, such as targeting niche audiences or promoting highly specific products or services. They allow you to control the exact queries that trigger your ads, ensuring ultra-relevant traffic.

Broad match, on the other hand, is ideal for discovering new audiences and expanding reach. By including all three match types in your campaigns, you can balance scalability and precision to drive better results.

Best Practices for Using Broad Match

To fully leverage the potential of broad match while minimizing risks, it’s essential to follow these best practices:

1. Pair Broad Match with Smart Bidding

Broad match is most effective when used alongside Smart Bidding. The combination allows Google’s AI to optimize bids based on real-time signals, ensuring your ads are served to the most relevant audiences.

2. Feed the Algorithm with Conversion Data

Smart Bidding and broad match work best when provided with ample conversion data. Track meaningful actions like form submissions, demo requests, or purchases to help Google’s AI learn what success looks like for your campaigns.

3. Review Search Terms Reports Regularly

Monitoring search terms reports helps ensure your ads are appearing for relevant queries. This allows you to spot opportunities, refine your targeting, and identify any irrelevant matches.

4. Use Negative Keywords Strategically

Negative keywords are critical for filtering out irrelevant traffic and maintaining ad relevance. For example, if you’re offering premium services, you might exclude terms like “free” or “cheap.”

5. Organize Keywords by Themes

Proper account structure is vital for broad match success. Group keywords into ad groups based on landing pages or creative themes. This ensures broad match aligns with your campaign goals and serves the right ads to the right users.

How Broad Match Fits Into Your Campaign Strategy

Broad match is a valuable tool, but it’s not a one-size-fits-all solution. Its strength lies in its ability to scale campaigns and capture new opportunities by leveraging AI and Smart Bidding. However, this flexibility requires active monitoring to ensure it stays on track. Combining broad match with phrase and exact match provides the right mix of scalability and control, helping you balance reach with precision.

Closing Thoughts

Google’s advancements in AI have made broad match a more viable option for lead generation than ever before. By pairing it with Smart Bidding and feeding the algorithm with meaningful data, marketers can unlock expanded reach, improved relevance, and higher conversions. However, the success of broad match hinges on proactive management—regularly reviewing search terms, applying negative keywords, and maintaining a structured account setup.

For marketers who have avoided broad match in the past, now is the time to revisit this strategy. With the right approach, broad match can deliver exceptional results and play a central role in your Google Ads campaign management for 2025 and beyond.