Jan 16, 2025
Broad Match Isn’t the Enemy. It’s the Edge.
How to use broad match in 2025 to scale smart and drive better results with less guesswork.
Conner Crowe
Why Most Advertisers Still Avoid It
Most advertisers still avoid broad match.
They remember the horror stories.
Bloated spend. Irrelevant clicks. Zero conversions.
So they stick to exact and phrase. They try to control every keyword like it is still 2015.
But here is the problem.
That control comes at a cost.
You miss volume. You miss discovery. You miss the whole point of how Google works now.
What Changed in 2025
Broad match has changed. In 2025, it is not a gamble. It is leverage.
When you feed the algorithm good data and pair it with the right bidding strategy, it becomes a growth engine. Not a risk.
You just have to treat it like a system, not a slot machine.
How to Make Broad Match Work
Use Micro-Conversions
Start with conversions. Not just purchases or demos. Micro-conversions matter too, like newsletter signups or PDF downloads. These are signals. They help the algorithm understand what a good lead looks like.
Pair It With Smart Bidding
Then layer in the right bidding strategy. Max conversions. Target CPA. Let Google optimize in real time based on what is working.
Clean the System Weekly
Use negative keywords. Audit them weekly. Keep the system clean without boxing it in.
Real-World Results From Broad Match
When you do this right, broad match does not drain your budget. It multiplies your learning. It reveals the search terms you did not even think to target.
That is the edge. That is what most people miss.
Still not convinced?
A Campaign That Proves It Works
We took a B2B SaaS client and carved out just 30 percent of their budget for broad match. We tracked three types of conversions. Not just demo requests, but also downloads and contact submissions.
In two weeks, new keywords surfaced that were not even on our radar. Cost per lead dropped. Volume spiked. After 90 days, demos were up 55 percent. CPA improved by 30 percent.
The phrase match campaigns even got better because we fed them smarter data.
Broad match did not replace what was working. It powered what was possible.
Start Small. Scale Fast.
If you are still on the fence, try this:
Start small
Use smart bidding
Track more than one type of conversion
Clean your search terms every week
Give it 60 to 90 days
Because in 2025, playing it safe with Google Ads might be the biggest risk of all.
Want help setting it up?
This is what I do. When you are ready to stop guessing and start scaling, let’s talk.
Jan 16, 2025
Broad Match Isn’t the Enemy. It’s the Edge.
How to use broad match in 2025 to scale smart and drive better results with less guesswork.
Conner Crowe
Why Most Advertisers Still Avoid It
Most advertisers still avoid broad match.
They remember the horror stories.
Bloated spend. Irrelevant clicks. Zero conversions.
So they stick to exact and phrase. They try to control every keyword like it is still 2015.
But here is the problem.
That control comes at a cost.
You miss volume. You miss discovery. You miss the whole point of how Google works now.
What Changed in 2025
Broad match has changed. In 2025, it is not a gamble. It is leverage.
When you feed the algorithm good data and pair it with the right bidding strategy, it becomes a growth engine. Not a risk.
You just have to treat it like a system, not a slot machine.
How to Make Broad Match Work
Use Micro-Conversions
Start with conversions. Not just purchases or demos. Micro-conversions matter too, like newsletter signups or PDF downloads. These are signals. They help the algorithm understand what a good lead looks like.
Pair It With Smart Bidding
Then layer in the right bidding strategy. Max conversions. Target CPA. Let Google optimize in real time based on what is working.
Clean the System Weekly
Use negative keywords. Audit them weekly. Keep the system clean without boxing it in.
Real-World Results From Broad Match
When you do this right, broad match does not drain your budget. It multiplies your learning. It reveals the search terms you did not even think to target.
That is the edge. That is what most people miss.
Still not convinced?
A Campaign That Proves It Works
We took a B2B SaaS client and carved out just 30 percent of their budget for broad match. We tracked three types of conversions. Not just demo requests, but also downloads and contact submissions.
In two weeks, new keywords surfaced that were not even on our radar. Cost per lead dropped. Volume spiked. After 90 days, demos were up 55 percent. CPA improved by 30 percent.
The phrase match campaigns even got better because we fed them smarter data.
Broad match did not replace what was working. It powered what was possible.
Start Small. Scale Fast.
If you are still on the fence, try this:
Start small
Use smart bidding
Track more than one type of conversion
Clean your search terms every week
Give it 60 to 90 days
Because in 2025, playing it safe with Google Ads might be the biggest risk of all.
Want help setting it up?
This is what I do. When you are ready to stop guessing and start scaling, let’s talk.
Jan 16, 2025
Broad Match Isn’t the Enemy. It’s the Edge.
How to use broad match in 2025 to scale smart and drive better results with less guesswork.
Conner Crowe
Why Most Advertisers Still Avoid It
Most advertisers still avoid broad match.
They remember the horror stories.
Bloated spend. Irrelevant clicks. Zero conversions.
So they stick to exact and phrase. They try to control every keyword like it is still 2015.
But here is the problem.
That control comes at a cost.
You miss volume. You miss discovery. You miss the whole point of how Google works now.
What Changed in 2025
Broad match has changed. In 2025, it is not a gamble. It is leverage.
When you feed the algorithm good data and pair it with the right bidding strategy, it becomes a growth engine. Not a risk.
You just have to treat it like a system, not a slot machine.
How to Make Broad Match Work
Use Micro-Conversions
Start with conversions. Not just purchases or demos. Micro-conversions matter too, like newsletter signups or PDF downloads. These are signals. They help the algorithm understand what a good lead looks like.
Pair It With Smart Bidding
Then layer in the right bidding strategy. Max conversions. Target CPA. Let Google optimize in real time based on what is working.
Clean the System Weekly
Use negative keywords. Audit them weekly. Keep the system clean without boxing it in.
Real-World Results From Broad Match
When you do this right, broad match does not drain your budget. It multiplies your learning. It reveals the search terms you did not even think to target.
That is the edge. That is what most people miss.
Still not convinced?
A Campaign That Proves It Works
We took a B2B SaaS client and carved out just 30 percent of their budget for broad match. We tracked three types of conversions. Not just demo requests, but also downloads and contact submissions.
In two weeks, new keywords surfaced that were not even on our radar. Cost per lead dropped. Volume spiked. After 90 days, demos were up 55 percent. CPA improved by 30 percent.
The phrase match campaigns even got better because we fed them smarter data.
Broad match did not replace what was working. It powered what was possible.
Start Small. Scale Fast.
If you are still on the fence, try this:
Start small
Use smart bidding
Track more than one type of conversion
Clean your search terms every week
Give it 60 to 90 days
Because in 2025, playing it safe with Google Ads might be the biggest risk of all.
Want help setting it up?
This is what I do. When you are ready to stop guessing and start scaling, let’s talk.