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How Google Ads Broad Match Clicks Convert Differently by Bid Strategy
Description
Lucas and Luna dig into a recent Google internal study showing that broad match keywords drive different conversion behavior depending on whether you use Maximize Conversions, Target CPA, or Maximize Conversion Value. They walk through the data: broad match with Maximize Conversion Value saw 22% higher conversion value per click than exact match in the same campaigns, but only when the account had enough conversion history. They also look at a real-world test from a mid-size e-commerce brand that ran broad match across all three bid strategies for six weeks. The episode explains why broad match works best when paired with conversion value rules, how Target CPA can actually dampen broad match's discovery benefit, and what the shift means for advertisers managing budgets in mid-2026. If you're running Google Ads and wondering whether broad match is wasting money or finding new customers, this episode has the specific numbers to help you decide.