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Should I use exact match or phrase match in financial Google Ads?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
Should I use exact match or phrase match in financial Google Ads?
Start phrase + exact, review search terms weekly, and let long-tail queries graduate to their own exact-match ad groups. Broad match only with strong negatives and value-based bidding.
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Match type strategy
- Phrase + exact at launch
- Weekly search-term review; graduate winners to exact
- Broad match: only with smart bidding + tight negative lists
- Negatives: jobs, DIY, scam, complaint, salary, wiki
Reporting
Track cost per search term, not just per keyword.
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