Summary: Broad Match in 2025 can scale profitably—if you control inputs. Use value‑based bidding, audiences and negatives to steer queries, and let Search defend money terms while PMax expands with strong signals.
Why Broad Match now
Models evaluate intent beyond exact phrasing. With good signals (value, audiences, negatives), Broad surfaces incremental queries your exact lists miss.
Guardrails that matter
- Value‑based bidding: send revenue/lead score; avoid optimizing to weak goals.
- Audience layering: first‑party lists and custom segments steer intent.
- Negatives: add bad categories/brand‑conflicts at account and campaign levels.
Search + PMax: division of labor
- Search (Exact/Phrase): defend high‑intent + branded terms; control ad copy/LP tightly.
- Broad Search: discover adjacent queries, learn language that converts.
- PMax: scale across surfaces; feed it your winners and value signals.
Weekly cadence
- Mine search terms; promote good phrases into headlines and exact sets.
- Add negatives for junk; document themes.
- Refresh ad assets with language users actually type.
Internal links
Conclusion
Broad works when you control signals. Pair it with PMax, keep negatives fresh and promote winning language. That’s how you scale without chaos.