Broad match used to mean “more reach, less relevance.” Now it means more reach, with a machine learning layer deciding what relevance looks like. Google has been steadily steering advertisers toward fewer moving parts – fewer match types, fewer manual levers, and more automation. Making broad match the default for new Search campaigns in July 2024 was the clearest signal yet that this is the direction of travel. If you still think of broad match as “the loosest match type,” you will manage it like it is 2016. That is where the pain comes from: CPC inflation, irrelevant search terms, and leads that look fine in Google Ads but do not survive contact with sales. Today’s broad match is designed to work as part of a system, including query matching, Smart Bidding, and conversion signals, with optional guardrails such as audiences, negatives, and brand controls. Google positions broad match as a growth lever for Smart Bidding campaigns, not a standalone reach tactic. This article breaks down what changed, why Google wants you using it, and how to run it safely without giving up standards. The real risk with broad match isn’t relevance, it’s direction Broad match rarely fails all at once. Instead, it drifts. If your optimization goal is shallow, broad match combined with Smart Bidding will find the fastest way to hit it at scale. That can mean: Informational queries that trigger cheap form fills. Users who convert easily but never buy. Lead types that make CPA look great…