Phrase match

You create it with quotation marks, such as "teeth whitening". Word order matters when it changes the meaning, so "flights tel aviv to london" should not match a search for flights from London to Tel Aviv. Phrase gives wider reach than exact, with clearer limits than broad. For many smaller accounts it is a practical default while conversion data is still thin.

Where you'll see it

In Google Ads, under Campaigns > Audiences, keywords and content > Search keywords, phrase match keywords appear in quotes and the "Match type" column reads "Phrase match". The search terms report (Insights and reports > Search terms) shows which searches each phrase keyword triggered. Meta and TikTok do not use keyword match types.

Worked example“teeth whitening” at a clinic

The keyword spends $900 a month for 15 bookings: CPA = $900 ÷ 15 = $60. Of that, $180 went to teeth whitening at home and teeth whitening kit, which a clinic does not sell.

• Share of spend = $180 ÷ $900 = 20%
• If those searches are excluded and bookings hold at 15: CPA = $720 ÷ 15 = $48

The second figure is an estimate; check the actual result after the change.