The primary concept of Google Ads is the keyword match type. Understanding the broad match, phrase match, and exact match, the difference between these three, is the first step for any Google Ads executive. For many years, these three keyword match types have been ruling the entire kingdom of Google Ads.
But now, Google is introducing a new keyword match type called Search Max. Like every new feature Google launches, this one comes with both pros and cons. In this post, we’ll go over what Search Max is, how it differs from Broad, Phrase, and Exact Match, and how you should prepare for it.
Quick Refresher on Existing Match Types
Before we get into Search Max, let’s quickly review the current match types.
- Broad Match: This is the most open match type. It covers a wide range of search queries, often beyond your exact keyword. However, it gives you the least control.
- Phrase Match: This gives you a bit more control. Your ad will trigger when the search query contains your keyword phrase in the correct order, possibly with words before or after.
- Exact Match: As the name suggests, this offers the highest level of control. Your ad shows only when the query closely matches your keyword. Singular/plural versions or small variations in word order may still count.
These definitions were solid in the pre-AI era. But with AI’s rise, Broad Match has evolved significantly. It’s now more powerful, especially when running automated campaigns like CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend). If you’re using Phrase or Exact Match in these types of campaigns, you may not get the best results.
Many advertisers still misuse this, pairing Broad Match with manual campaigns or using Exact Match in automated ones—causing mismatched expectations and underperformance.
How Match Types Work: An Example
Let’s say your keyword is Medical Coaching Center. Here’s how each match type would handle it:
Broad Match
Your ad might trigger for:
- Best Medical Coaching Institute Near Me
- Medical Entrance Preparation Classes in Delhi
- Medical Entrance Exam Coaching Centres
- Crack Medical Coaching Guidance
Why? Because Google finds one or more of your keyword terms—or their synonyms—or just matches the intent.
Phrase Match
Your ad would appear for:
- Best Medical Coaching Center Near Me
- Affordable Medical Coaching Center India
- Medical Coaching Center Reviews
As long as the phrase “Medical Coaching Center” is intact and in order, Google may display your ad. Words can appear before or after the phrase, but not in the middle.
Exact Match
Your ad shows only for very close variations like:
- Medical Coaching Center
- Medical Coaching Centres
- Coaching Center for Medical
The order of words matters, and there’s minimal flexibility.
What Makes Search Max Different?
Search Max takes your control and gives it to Google.
In Broad, Phrase, and Exact Match, you had at least some control over what queries could trigger your ad. With Search Max, Google decides that for you—based not just on the keyword, but also on:
- Your landing page URL
- The content of your landing page
- The headlines, descriptions, and other ad copy
For example, let’s say you use the keyword Medical Coaching Center, but your landing page also mentions NEET preparation in a testimonial or footer. Search Max might decide to show your ad for NEET Coaching queries—even though your original keyword was unrelated.
That’s because Search Max scans your entire landing page and ad text to determine intent. If Google sees a signal—even a small one—it might consider the ad relevant and show it to a different audience.
When Search Max Might Help
If your keywords are weak, but your ad copy and landing page are strong, you might reach a broader, relevant audience. In such cases, Search Max could actually improve your results.
But if your keyword research is solid and your landing page content is vague or off-topic, Search Max might burn your budget by showing ads for irrelevant queries.
So, Should You Use It?
When Search Max launches, don’t jump in immediately. Like with every new Google Ads feature, it takes about 12–18 months before it gets fine-tuned. In the early months, people who rush in often end up becoming unpaid testers. Google doesn’t thank you, and your budget suffers.
So, avoid using Search Max in live campaigns during its early days. Wait, observe, and let others take the risks. Once it’s stable, consider testing it—but only with a separate budget.
Final Thoughts
Search Max is an early step in Google’s broader push toward automation and AI-driven decision-making. While it can bring good results in certain cases, you must stay cautious and plan your approach wisely.
