Google Ads Keyword Wrapper
Paste a plain list of keywords and get them wrapped in broad, "phrase" and [exact] match — deduplicated, cleaned and ready to drop straight into Google Ads or Editor.
Match type is the lever most accounts pull wrong
It's tempting to throw everything into broad match and let Google sort it out — and with modern Smart Bidding that can work, but only with guardrails. Left unchecked, broad match will happily spend your budget on loosely related searches that never convert. The discipline that separates profitable accounts from leaky ones is structure: keep your proven money-makers on exact and phrase match where you control exactly what you pay for, and treat broad match as a deliberate, smaller-budget discovery channel rather than the default. This tool just removes the busywork of formatting, so you can focus on that decision.
Negatives are the other half of the job
Wrapping keywords is only step one. The moment you run any phrase or broad match, you need a negative keyword list working alongside it — terms like "free", "jobs", "cheap" or competitor names that you never want to pay for. Review your search terms report weekly and mine it for new negatives; that single habit does more to protect a budget than almost anything else. The keywords you add here decide what you reach for; your negatives decide what you refuse to waste money on.
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Frequently asked questions
What are Google Ads keyword match types?
Match types control how closely a search must match your keyword to trigger an ad. Broad match (the bare keyword) is widest, phrase match ("keyword" in quotes) requires the meaning, and exact match ([keyword] in brackets) is tightest. The syntax is the quotes and brackets themselves.
Should I use broad, phrase or exact match?
A common structure is exact and phrase match for your proven, high-intent terms where you want control, and a smaller broad-match budget (paired with Smart Bidding and a strong negative list) to discover new queries. Start tight and widen as you learn what converts.
How do I add these keywords to Google Ads?
Copy the list for the match type you want and paste it into the keyword field when creating an ad group, or into Google Ads Editor. The quotes and brackets are read as the match type automatically — you don't set it separately.