Key points
On Search, a Google Ads ad is a responsive search ad. You provide 3 to 15 headlines and 2 to 4 descriptions; Google assembles the combinations. It only shows if one of your keywords matches the query, according to its match type. Keywords, negative keywords and ad text are therefore worked on together.
- The match type sets the gap allowed between keyword and actual query.
- The search terms report shows what users really typed.
- Ad Strength guides the writing, but is not part of Ad Rank.
Keyword or query: what is the difference in Google Ads?
The keyword is what you set up. The search term is what the user actually types. Google Ads compares the two for every search. The match type sets the tolerated gap (Google Ads Help on match types).
This distinction explains a lot of wasted spend. A well-chosen keyword can trigger queries far from your offer. The overall auction mechanism is explained in how Google Ads works.
Which match types for your Google Ads keywords?
Google Ads offers three match types. The broader ones cover all the searches of the narrower ones, and more.
| Type | Syntax | Triggers on | Recommended use |
|---|---|---|---|
| Broad match | electric bike | searches related to the keyword, even without its words | With a Smart Bidding strategy and reliable tracking |
| Phrase match | “electric bike” | searches that include the meaning of the keyword | A compromise between volume and control |
| Exact match | [electric bike] | searches with the same meaning or the same intent | High-value queries, brand, tests |
Google reserves broad match for Smart Bidding strategies. Each search carries different context signals (same help page). How these strategies work is detailed in our Smart Bidding page.
Exact does not mean identical
An exact match keyword no longer means “same words”. It covers searches with the same meaning or the same intent, including those phrased with other words. Only the search terms report shows what it really covers.
How do you choose the keywords for a campaign?
Start from purchase intent, not search volume. A keyword with low volume but strong intent is often worth more than a generic term.
- List the needs: what your customers search for when they are ready to buy or to request a quote.
- Estimate volumes and costs: Keyword Planner gives ideas and bid ranges.
- Group by theme: one ad group per intent, with closely related keywords and a dedicated landing page.
- Choose the match type: exact or phrase match at first if conversion tracking is recent.
- Prepare the exclusions: the terms that cannot convert for you (jobs, free, training, second-hand, depending on the offer).
The method for analyzing intent is the same as in organic search: see our guide to keyword research.
How do you use negative keywords and the search terms report?
Negative keywords stop your ads from showing on off-target searches. An important point: they cover neither close variants nor synonyms. So add them one by one (Google Ads Help on negative keywords). A list created at account level applies to the Search and Shopping inventory of the campaigns concerned.
The search terms report shows the searches that triggered your ads and their performance. Some low-volume terms do not appear in it, for privacy reasons.
- Every week at launch, then every month: sort terms by cost, exclude those that spend without converting.
- Add as keywords the terms that convert and that you do not target yet.
- Spot the recurring phrasings: they feed your ad headlines and your pages.
How is a Google Ads Search ad built?
The responsive search ad is the standard format on Search. You enter several headlines and descriptions. Google Ads tests the combinations and shows the most relevant ones for each search (Google Ads Help on responsive search ads).
The limits of the format
| Element | Number | Character limit |
|---|---|---|
| Headlines | 3 to 15 | 30 characters each |
| Descriptions | 2 to 4 | 90 characters each |
| Display URL paths | optional | 15 characters each |
Up to three headlines can show together, in any order. Google therefore advises writing headlines that read on their own and including at least one keyword in the headlines. Pinning forces a text into headline position 1, headline position 2 or description position 1. It is useful for mandatory mentions, but reduces the number of combinations tested.
Writing headlines and descriptions
| Role of the headline | Fictional example (bike repair shop in Lyon) |
|---|---|
| Echo the intent | Electric bike repair |
| Give proof | Certified shop, all brands |
| Remove an obstacle | Free quote within 24 hours |
| Localize | Workshop in Lyon 7th |
| Call to action | Book an appointment online |
The descriptions develop one reason to click per line: lead time, guarantee, starting price, difference from competitors. Each promise must be found on the landing page, otherwise the click is paid for nothing. To work on that page, see our conversion rate optimization pillar.
Ad Strength, assets, policies: what do you need to know?
Ad Strength rates the variety and relevance of your headlines and descriptions against the keywords in the group. It is not used for Ad Rank, Quality Score or bidding (Google Ads Help on Ad Strength). It is a writing aid.
Quality Score, on the other hand, measures three things: expected clickthrough rate, ad relevance and landing page experience. It is explained in our page on Quality Score.
Assets (formerly extensions) add sitelinks, callouts, a phone number, a location or images. Adding them is free; clicks are still charged as usual. Google only shows them when they are expected to improve performance (Google Ads Help on assets).
Advertising policies
Every ad goes through a review for compliance with the Google Ads policies. It covers prohibited content, prohibited practices and restricted content. A disapproved ad does not run: check its status after each change.
Once live, ads are compared on conversions, not only on clickthrough rate. See our Google Ads audit method. Choosing the campaign type is covered in Google Ads campaigns. The overview is in our SEA guide.
Frequently asked questions
How do you create a Google Ads ad?
In an ad group of a Search campaign, create a responsive search ad. Enter the final URL and the display paths. Add 3 to 15 headlines of 30 characters and 2 to 4 descriptions of 90 characters. Use your keywords in the headlines and add assets.
How much does an ad on Google cost?
Creating a Google Ads ad is free. You pay for its delivery, most often per click, at the price set by the auction. The cost depends on competition on your keywords, the quality of the ad and your budget.
Which match type should you choose to start?
With few tracked conversions, phrase match and exact match give more control. Broad match becomes relevant with a Smart Bidding strategy and a reliable conversion history.
How many keywords per ad group?
Google does not set a number. The useful rule is thematic: keywords close enough for the same ad and the same page to answer them. If an ad no longer suits all the keywords in the group, split it.
Should you pin your ad headlines?
Only if a text must always appear, such as a legal notice or a brand name. Each pin reduces the combinations Google tests and can limit the performance of the Google Ads ad.
Sources
- Google Ads Help, About keyword matching options. Accessed on September 26, 2026.
- Google Ads Help, About negative keywords. Accessed on September 26, 2026.
- Google Ads Help, About the search terms report. Accessed on September 26, 2026.
- Google Ads Help, About responsive search ads. Accessed on September 26, 2026.
- Google Ads Help, About Ad Strength for responsive search ads. Accessed on September 26, 2026.
- Google Ads Help, About assets. Accessed on September 26, 2026.
- Advertising Policies Help, Google Ads policies. Accessed on September 26, 2026.
