Hubspot Guide to Keyword Match Types

Understanding how Hubspot explains keyword match types can dramatically improve your Google Ads targeting, reduce wasted spend, and capture better-qualified leads from search.

This guide distills the most important lessons from Hubspot’s coverage of match types so you can choose the right one for each campaign and avoid common pitfalls in pay-per-click advertising.

What Are Keyword Match Types in Hubspot-Led PPC Strategy?

Keyword match types tell Google Ads how closely a search query must match your chosen keywords for your ad to appear. Hubspot highlights these as a primary control lever for ad relevance and cost.

Match types affect:

• How wide or narrow your ad’s reach will be
• How relevant your impressions are to user intent
• How likely you are to waste budget on poor-quality clicks

In a typical Hubspot-aligned search strategy, you balance reach and control by combining several match types inside a tightly themed ad group.

The Three Core Keyword Match Types Hubspot Emphasizes

Modern Google Ads now uses three main match types. Hubspot focuses heavily on how each one behaves and when to use them.

1. Broad Match: Maximum Reach With Minimum Control

Broad match tells Google to show your ad for searches related to your keyword, including synonyms, variations, and loosely connected queries.

Example keyword:

• tennis shoes

Your ad might show for searches like:

• buy sneakers online
• running footwear deals
• best athletic shoes

Hubspot points out that broad match can uncover new opportunities but can also create irrelevant impressions if you are not careful.

Use broad match when:

• You want to discover new search terms for future campaigns
• You have strong conversion tracking and smart bidding enabled
• You monitor your search terms report frequently

A key Hubspot-style recommendation: pair broad match with a robust list of negative keywords to protect your budget.

2. Phrase Match: Balanced Control and Flexibility

Phrase match shows your ad when a search contains the meaning of your keyword, with additional words before or after.

Example keyword:

• “tennis shoes” (phrase match syntax inside Google Ads)

Potential search triggers:

• best tennis shoes for women
• tennis shoes on sale
• white tennis shoes size 10

Hubspot positions phrase match as a middle ground: more precise than broad match but more flexible than exact match.

Use phrase match when:

• You know the core phrase that matters to your buyers
• You still want to capture long-tail searches with similar meaning
• You need a better balance between volume and relevance

3. Exact Match: Highest Precision, Lowest Volume

Exact match shows your ad for searches that have the same meaning or intent as your keyword.

Example keyword:

• [tennis shoes] (exact match syntax)

Possible search triggers:

• tennis shoes
• shoes for tennis

Google may still include close variants, but the focus stays tight. Hubspot notes this match type works best for high-intent, high-value terms where accuracy is critical.

Use exact match when:

• You have clear, proven keywords that convert
• You want predictable performance and cost control
• You are protecting core branded or bottom-funnel search terms

How Hubspot Recommends Choosing Match Types

Matching Hubspot-style best practices means you do not pick match types at random. Instead, you align them with your goals, budget, and data.

Step 1: Map Match Types to Funnel Stages

A structured approach could look like this:

• Top of funnel: Strategic broad match with negatives to discover new queries
• Middle of funnel: Phrase match to hone in on more commercial intent
• Bottom of funnel: Exact match on high-intent keywords and branded terms

This mirrors the kind of structured thinking promoted in Hubspot training material: use wider nets early and tighten control as intent and value increase.

Step 2: Set Bids and Budgets by Match Type

Because performance differs by match type, Hubspot-aligned campaigns typically:

• Bid higher on exact match where conversion rates are proven
• Bid moderately on phrase match to balance cost and volume
• Start conservatively on broad match while you collect data

Regularly review cost per acquisition (CPA) and return on ad spend (ROAS) by match type so you can shift budget to your best performers.

Step 3: Build a Negative Keyword Strategy

Hubspot consistently stresses that match types alone are not enough; negative keywords are essential to filter out poor-quality traffic.

Create negatives to block:

• Irrelevant industries or use cases
• Job seekers and research-only queries (e.g., “free”, “jobs”, “definition”)
• Locations or languages you do not serve

Use search term reports in your ad platform and your CRM or analytics stack to refine this list regularly.

Common Match Type Mistakes Hubspot Warns Against

When marketers ignore match type nuances, they see higher costs and lower lead quality. A Hubspot-centered approach helps you avoid these issues.

Relying Only on Broad Match

Putting every keyword on broad match can quickly blow through your budget. Even with smart bidding, you may surface irrelevant queries.

Fix it by:

• Adding phrase and exact match versions of top-performing terms
• Segmenting campaigns by match type to compare results
• Expanding negative keyword lists weekly

Duplicating Keywords Across Match Types Incorrectly

Some advertisers stack the same keyword as broad, phrase, and exact in one ad group but never review which one is actually driving conversions.

Improve performance by:

• Labeling keywords by match type inside your account
• Reviewing search terms tied to each match type
• Pausing low-value versions and shifting budget to the winners

Ignoring User Intent Signals

Hubspot training frequently calls out intent. Match types help with intent, but your actual keyword choices matter just as much.

Consider:

• Informational intent: often requires more content-driven approaches
• Transactional intent: great candidates for phrase and exact match
• Navigational intent: especially important for branded exact match terms

How to Implement a Hubspot-Style Match Type Workflow

You can follow a simple workflow inspired by Hubspot methodology to keep campaigns healthy and aligned with your goals.

1. Research: Identify seed keywords from search data, CRM insights, and content performance.
2. Group: Build tightly themed ad groups around central topics.
3. Assign: Use a mix of broad, phrase, and exact match for each group based on funnel stage.
4. Protect: Add an initial list of negative keywords before launch.
5. Measure: Track impressions, clicks, conversions, and revenue by match type.
6. Refine: Promote strong search terms to exact match; add poor performers as negatives.

For teams that need help implementing this kind of structure alongside marketing automation and CRM workflows, agencies such as Consultevo can support a Hubspot-centered stack and paid search programs together.

Further Learning from Hubspot on Match Types

To dig deeper into official explanations, updated examples, and platform changes, you can review the original Hubspot article on keyword match types here: Hubspot keyword match types guide.

By understanding how match types influence reach, relevance, and cost, and by applying the structured approach outlined above, you can bring your paid search strategy in line with the performance-focused philosophy championed in the Hubspot ecosystem.

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