Question 1

What does the match type tool do?

Accepted Answer

Paste a keyword list — one keyword per line — pick the match types you want, and the tool wraps every keyword in bulk: plain text for broad match, "quotes" for phrase match and [brackets] for exact match. Copy each list straight into Google Ads Editor or the Google Ads UI. Free, no signup.

Question 2

What are Google Ads match types?

Accepted Answer

Match types control how closely a search query must match your keyword before your ad can show. Broad match (keyword) gives Google the most freedom, phrase match ("keyword") requires the meaning of your keyword to be included, and exact match ([keyword]) is the tightest control. Most SaaS accounts run a deliberate mix — exact on proven converters, phrase for coverage, broad only with strong negative keyword lists and smart bidding.

Question 3

Does the tool handle broad match modifier (BMM)?

Accepted Answer

Google sunset broad match modifier (+keyword) in 2021, so the tool does not generate it — but if you paste an old BMM list, the plus signs are stripped automatically so you can re-wrap the keywords into the current match types.

Question 4

Who built this tool?

Accepted Answer

Two Spouts — a SaaS-specialist Google Ads consultancy run by Michael Schroder, who manages $200k–$300k/mo in ad spend across 200+ SaaS and B2B clients. The tool mirrors the bulk keyword-prep step we run when building search campaigns inside client accounts.

Google Ads match type tool.

Keywords in, match types out.

One keyword per line.

Wrapped & ready to paste.

Match type questions, answered.

Tell me about your account.