Keyword Match Type Converter
Convert keyword lists into Broad, Phrase, and Exact match types for Google Ads. Clean duplicates, format text, and copy results instantly.
Processed locally in your browser. No data is sent to servers.
Enter keywords to generate results
How to use this tool
Paste keywords
Copy your raw keyword list from Excel, CSV, or brainstorm sessions. The tool accepts mixed formats including existing brackets or quotes.
Select options
Choose which match types you need. By default, the tool removes duplicates and converts to lowercase for consistency.
Copy & deploy
Results generate instantly. Use the one-click copy buttons to grab the lists you need for Google Ads Editor or your spreadsheet.
Broad match vs phrase match vs exact match
Every keyword in Google Ads runs on one of three match types — broad match, phrase match, or exact match. Match types decide which user searches can trigger your ads, so getting the syntax right directly affects spend, relevance, and Quality Score.
This free keyword match type converter formats any keyword list into all three Google Ads match types instantly. Paste raw keywords, pick your options, and copy clean lists ready for Google Ads or Google Ads Editor — no signup, everything runs in your browser.
Broad match
Broad match keywords are plain text with no symbols. They give your ads the widest reach — Google may show your ad for searches related to your keyword's meaning, including synonyms and related queries. Use broad match with Smart Bidding to discover new converting searches, then mine the search terms report for phrase and exact additions.
Phrase match
Phrase match keywords are wrapped in double quotes, e.g. "running shoes". Your ad can show when a search contains the meaning of your keyword in the right word order, with extra words before or after it. Phrase is the workhorse match type for most accounts — tighter than broad, more forgiving than exact.
Exact match
Exact match keywords sit in square brackets, e.g. [running shoes]. Your ad shows for searches with the same meaning or intent as your keyword. Exact gives the most control over spend and messaging — ideal for proven winners you want to protect with dedicated budgets and tailored ad copy.
Why clean keyword lists before uploading
Raw lists from spreadsheets and brainstorms usually contain duplicates, mixed capitalization, and leftover brackets or quotes from other tools. Duplicates bloat ad groups and split performance data, while inconsistent formatting causes upload errors in Google Ads Editor. This converter strips old symbols, normalizes case, and removes duplicates (optional) so every list uploads the first time.
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FAQ
Does this tool send my keywords to a server?
No. Everything runs locally in your browser. No keywords leave your device.
Does it remove duplicate keywords?
By default, yes — keywords are trimmed, lowercased (optional), and deduplicated. Untick “Remove duplicates” to keep every line as entered.
Which match types are generated?
Broad (plain text), Phrase (wrapped in double quotes), and Exact (wrapped in square brackets) — ready to paste into Google Ads.
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Want this done for your brand?
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