Check your Google Ads keyword match types

Check your Google Ads keyword match types

Because it's being reported that Google has automatically changed some Exact and Phrase match types to Broad when advertisers switch to conversion-based bidding.

Even "Exact" match is no longer very exact, and Broad match is very broad. Changing to Broad match can dramatically increase numbers of nonconverting clicks for which you're paying, increasing your ad spend while reducing your return from it (ROAS).

Google Ads Product Liaison Ginny Marvin said in a tweet:

"That is not the expected behavior when switching from manual bidding to a Smart Bidding strategy. The team is investigating this issue."

In the meantime: check your match types.

January 2026 Update

Yes, this does happen - per Google, because of a "Broad Match Keywords" campaign setting designed to "leverage machine learning for more conversions."

If you have switched to Smart Bidding and/or opted into the "Grow your business" or "Maintain your ads" features of Google Ads, Google may have automatically switched your keywords to broad match.

For tighter control over your match types, you must check and manage this setting.

When the "Broad Match Keywords" setting is enabled, it automatically converts exact-match and phrase-match keywords to broad match and sets all new keywords to broad match.

Some advertisers have found with this change produces irrelevant clicks and wasted spend on campaigns that require precise targeting.

What to do:

• After switching to Smart Bidding, check campaign settings to see if "Broad Match Keywords" is enabled.
• Check all your keywords to find any that have been switched to broad match.
• Disable the "Broad Match Keywords" setting or manually re-apply exact- or phrase-match to your keywords.
• On the Recommendations page, click Autoapply and ensure that "Upgrade your keywords to broad match" is disabled.

Go here for more in depth about keyword research for Google Ads and SEO.