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Stop Fighting Google Ads: Why Broad Match Works Now (and What Changed)
Managing your own Google Ads and still avoiding Broad Match? It might be time to rethink that.
In this episode, I break down how Google Ads has completely changed — and why strategies that worked in 2018 could be hurting your results in 2025. Broad Match used to be a money-waster, but with smart bidding and machine learning, it’s become one of the most powerful tools small businesses can use to get more conversions.
I’ll explain:
• Why match types don’t mean what they used to
• How Broad Match + Smart Bidding work together
• What Google actually cares about (and why it’s not just your budget)
• How to test Broad Match safely in your own campaigns
If you’re managing your own Google Ads or just trying to understand what’s working now, this episode will save you hours of frustration — and maybe even your ad budget.
Key Takeaways:
- Broad Match isn’t the enemy anymore.
In 2025, Broad Match can actually improve performance for small businesses when paired with smart bidding. It helps you reach real buyers even if search volume is low. - Match types don’t mean what they used to.
Exact, phrase, and broad have evolved — and old keyword structures can now limit your reach and hurt your campaign efficiency. - Smart bidding is your safety net.
The key to success with Broad Match is attaching the right conversion goals. When your account is feeding Google strong data, the algorithm knows who’s most likely to convert. - Stop clinging to 2018 strategies.
Managing thousands of keywords isn’t “control” anymore — it’s wasted time. Modern Google Ads strategy is about feeding the algorithm with the right signals, not stuffing your account. - Google Ads for small business means testing and trust.
Start small — dedicate 10–20% of your budget to Broad Match campaigns and monitor results for 30 days. Let data guide your decisions instead of old habits.
👋 Subscribe for weekly Google Ads tips for small businesses.
Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen
For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com
View all episodes
By Sarah StemenManaging your own Google Ads and still avoiding Broad Match? It might be time to rethink that.
In this episode, I break down how Google Ads has completely changed — and why strategies that worked in 2018 could be hurting your results in 2025. Broad Match used to be a money-waster, but with smart bidding and machine learning, it’s become one of the most powerful tools small businesses can use to get more conversions.
I’ll explain:
• Why match types don’t mean what they used to
• How Broad Match + Smart Bidding work together
• What Google actually cares about (and why it’s not just your budget)
• How to test Broad Match safely in your own campaigns
If you’re managing your own Google Ads or just trying to understand what’s working now, this episode will save you hours of frustration — and maybe even your ad budget.
Key Takeaways:
- Broad Match isn’t the enemy anymore.
In 2025, Broad Match can actually improve performance for small businesses when paired with smart bidding. It helps you reach real buyers even if search volume is low. - Match types don’t mean what they used to.
Exact, phrase, and broad have evolved — and old keyword structures can now limit your reach and hurt your campaign efficiency. - Smart bidding is your safety net.
The key to success with Broad Match is attaching the right conversion goals. When your account is feeding Google strong data, the algorithm knows who’s most likely to convert. - Stop clinging to 2018 strategies.
Managing thousands of keywords isn’t “control” anymore — it’s wasted time. Modern Google Ads strategy is about feeding the algorithm with the right signals, not stuffing your account. - Google Ads for small business means testing and trust.
Start small — dedicate 10–20% of your budget to Broad Match campaigns and monitor results for 30 days. Let data guide your decisions instead of old habits.
👋 Subscribe for weekly Google Ads tips for small businesses.
Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen
For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com