← GlossaryPaid media
Match Types
Match types determine how loosely a Google Ads keyword can match user queries. Broad match captures the widest variant set including synonyms and related concepts. Phrase match captures queries containing the keyword's meaning. Exact match captures only the keyword and very close variants. Modern best practice mixes phrase and exact match with extensive negative keywords; broad match works only with strong conversion data and tCPA bidding.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
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