Definition:
Match types in Google Ads control the degree of similarity required between a user's search query and your keyword in order for your ad to be eligible to appear. The three match types are Broad Match (maximum reach, minimum control - ads can show for loosely related queries), Phrase Match (ads trigger for searches containing the meaning of the keyword, in order), and Exact Match (ads only trigger for searches that match the keyword's meaning very closely, with little variation).
Why it matters:
The match type you choose directly determines the quality of the traffic your campaigns attract and how efficiently your budget is spent. Broad Match, while capable of reaching a larger audience, frequently triggers on queries with no leasing intent; competitor brand names, home-buying searches, or apartment listings in entirely different markets. For multifamily campaigns focused on generating qualified leads within a specific submarket, Phrase and Exact match provide far greater control and typically produce stronger conversion rates and lower CPL. As Google has progressively broadened Broad Match behavior through AI expansion, the gap in traffic quality between match types has grown - making match type discipline a more consequential strategic decision than it was even two to three years ago.
