Key Takeaways:
- Broad match keywords can quickly drain ad budgets if mismanaged.
- Google’s AI-driven matching is helpful — but not foolproof.
- Negative keywords, conversion tracking, and structure are essential.
- Newcastle SMEs must localise and refine campaigns for better ROI.
Why Broad Match Keywords Matter (and Worry) Newcastle Businesses
If you’ve ever run a Google Ads campaign and been shocked at how fast your budget vanished, there’s a good chance broad match keywording played a role.
While Google promotes broad match as a way to increase reach, for small to medium businesses (SMEs) in Newcastle, it can be a double-edged sword. If misused, it means your ads show for irrelevant or low-quality searches — wasting budget and skewing performance data.
What Is Broad Match Keywording in Google Ads?
Broad match is the default match type in Google Ads. When you use it, your ads may appear for:
- Synonyms
- Related searches
- Misspellings
- Other variations of your chosen keyword
For example, if your keyword is “plumber Newcastle”, your ad might show for “toilet installation Sydney”, “cheap handyman”, or even “plumbing school courses” — none of which are useful if you’re a local plumber.
Why Google Pushes Broad Match (and Why You Should Be Cautious)
Google promotes broad match because it uses machine learning to supposedly match intent. But their interest is reach — not necessarily your ROI.
The problem? Unless your account is structured correctly with conversion tracking and clear campaign goals, Google’s AI might optimise for clicks, not customers.
The Risks of Broad Match for Local Newcastle Businesses
Broad match isn’t “bad” — it just requires careful control. Here’s what often goes wrong:
- Ads show in unrelated suburbs or cities (e.g. ads for Newcastle seen in Melbourne)
- Irrelevant search intent (e.g. job seekers clicking on service ads)
- Low conversion rates and inflated cost-per-lead
- Budget bloat — money spent chasing volume instead of quality
How to Use Broad Match More Strategically
If you’re going to use broad match (and sometimes you should), here’s how to reduce the risks:
- Add Negative Keywords Early: Exclude phrases like “jobs,” “DIY,” “course,” or cities you don’t serve.
- Layer with Audience Targeting: Combine broad match with in-market or affinity audiences for more precision.
- Always Use Conversion Tracking: Only allow Google’s automation to “optimise” if it has real, quality conversion data to work with.
- Use Geo-Targeted Campaigns: Create campaigns structured around specific suburbs or postcode clusters.
- Monitor Search Terms Regularly: Check what actual queries triggered your ads. Pause or exclude wasteful terms quickly.
Broad Match vs. Phrase vs. Exact: A Quick Comparison
| Match Type | Reach | Relevance | Control | Best For |
|---|---|---|---|---|
| Broad | High | Low-Med | Low | New campaigns with strong negative keyword strategy |
| Phrase | Medium | High | Medium | Balanced reach and relevance |
| Exact | Low | Very High | High | High-intent leads and strict budget control |
FAQs
What’s the biggest risk of using broad match keywords in Google Ads?
Wasting your budget on irrelevant or low-intent searches — especially if you don’t use negative keywords or conversion tracking.
Should local Newcastle businesses avoid broad match completely?
Not necessarily. It can be effective when layered with audiences and monitored regularly. Use with caution.
How do I know if broad match is wasting my ad spend?
Check your Search Terms report. If you’re seeing irrelevant queries and low conversions, you need to refine your match type strategy.
Conclusion: Use Broad Match Intelligently — Or Don’t Use It at All
Google Ads can be an incredibly effective lead generation tool — but only if you maintain control. Broad match can be powerful when used strategically. But left unchecked, it’s a fast way to burn through your marketing dollars.
At Sticky Digital, we help Newcastle businesses make every click count. We create and manage Google Ads campaigns tailored to local intent, built to convert, and optimised to avoid costly waste.
Contact us today to improve your campaign performance.
