Paste a list of keywords and get them back in broad, “phrase” and [exact] match, ready for Google Ads or Microsoft Advertising. You can also turn them into negative keywords.
Built and maintained by the Kadima team. Updated September 2026.
One keyword per line. The tool cleans spacing, case and duplicates as you type.
Tick broad, phrase, exact or any mix. Tick negatives to add the minus sign.
Paste the list into Google Ads, Google Ads Editor or Microsoft Advertising. The symbols set each match type.
Broad match is the keyword on its own, like emergency plumber. It shows your ad for related searches and reaches the most people. It works best with conversion tracking, smart bidding and a solid negative list.
Phrase match uses quotes, like "emergency plumber". Your ad can show for searches that include the meaning of your keyword, such as "emergency plumber near me".
Exact match uses square brackets, like [emergency plumber]. Your ad shows for searches with the same meaning and intent. It gives you the most control and the least reach.
Add a minus sign to stop your ads showing for a search: -free, -"diy repair" or -[plumber jobs]. Negatives don’t match close variants, so add plurals and common misspellings yourself.
Keywords can’t contain symbols such as ! @ % , * or = . The tool strips them out for you. Once your keywords are live, use the CPA calculator to check what each conversion costs.
Most accounts do well starting with phrase and exact match on high-intent keywords. Add broad match once conversion tracking is reliable and you’re using smart bidding.
Yes. Microsoft Advertising uses the same quotes for phrase match and square brackets for exact match, so the same list works in both platforms.
Yes. Paste the list into the keyword section and Editor reads the match type from the symbols. The Google Ads web interface accepts them too when you add keywords.
Google retired broad match modifier, the plus sign format, in 2021 and folded its behaviour into phrase match. Keywords written with plus signs now act as broad match.
Yes. A negative can be broad, phrase or exact, using the same symbols after the minus sign. Negative keywords don’t expand to close variants, so list the variations you want to block.
Our PPC team builds and runs Google Ads and paid search campaigns around your real margins, not click-through rates.
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