Free tool
Keyword Match Type Tool and Keyword Wrapper
Paste a plain keyword list and get it back wrapped in the match types you choose: broad, "phrase" and [exact], or as a negative keyword list with a leading minus. The tool cleans spacing, drops duplicates and strips old plus-sign modifiers. It runs in your browser, so your keywords never leave the page.
Keyword wrapper
Wrap Your Keyword List
One keyword per line. Pick the match types you want, and the wrapped list updates as you type. The form opens with three example keywords you can replace.
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The three match types
What Each Match Type Tells Google
Google's keyword matching page defines the three types by how far a search can stray from the words you typed. The syntax is the only thing this tool changes; the behavior below is Google's, as of October 2026.
| Match type | How you write it | What Google can match | Use it when |
|---|---|---|---|
| Broad match | plumber near me | Searches related to the keyword, including searches that do not contain the keyword's words. | Smart Bidding has enough conversion data to judge new searches, and you review the search terms report every week. |
| Phrase match | "plumber near me" | Searches that include the meaning of the keyword. The meaning can be implied, and the search can have words before or after. | You want reach beyond the exact wording but not the full range of broad match. The default for most new Search campaigns we build. |
| Exact match | [plumber near me] | Searches with the same meaning or intent as the keyword, including close variants such as misspellings and reordered words. | Proven searches you want to bid on precisely, brand terms, and high-value terms that deserve their own ad. |
| Negative keyword | -plumber jobs, -"plumber jobs", -[plumber jobs] | Blocks the ad on searches that contain the term (negative broad), the phrase in order (negative phrase) or the exact term (negative exact). Negatives match misspellings and casing but not plurals or synonyms. | Every campaign. Job seekers, free, DIY, training and competitor terms are the usual first list. |
Google retired the plus-sign broad match modifier in 2021 and folded its behavior into phrase match, so a line like +plumber +near +me from an old list now means phrase match. The tool strips the plus signs. Our Google Ads match types guide covers the history, the close variant rules and how match types interact with Smart Bidding.
Using the output
How to Use the Wrapped List in Google Ads
Paste positive keywords into the ad group they belong to: open the campaign, choose Keywords, select the plus button, and paste one keyword per line. Google reads the quotes and brackets as the match type, so a list with "phrase" and [exact] versions of the same keyword creates both. In Google Ads Editor, paste the list into the keywords grid or import it from a spreadsheet with the match type column left blank; the punctuation sets it.
Negative keywords go in three places: the campaign, the ad group, or a shared negative keyword list under Tools that you attach to several campaigns. Google's page on adding negative keywords explains the three levels. Because negatives do not expand to plurals or synonyms, add both "plumber job" and "plumber jobs" when you want both blocked.
Two habits make the list pay. First, do not add every match type for every keyword. Start with phrase and exact for the searches you know convert, and let broad match earn its place in campaigns with enough conversion data. Second, read the search terms report every week: move the searches that convert into exact match, and the ones that waste money into negatives. Our negative keywords guide has the starter lists by business type, and the Quality Score guide shows why tight match types and matching ad text raise your score.
Budgeting the keywords you just wrapped: the Google Ads budget calculator turns your CPC, conversion rate and goal into a monthly and daily budget.
Wrap
Paste the raw list, pick phrase and exact to start, copy the output.
TodayPaste
Positive keywords into the ad group, negatives into a shared list attached to every campaign.
Same dayReview
Search terms report weekly: winners to exact, waste to negatives, broad match only with data.
Every week
Questions
Keyword Match Type Questions
Does the keyword match type tool store my keywords?
No. The tool runs in your browser. Your keyword list is never sent to us or anyone else, and nothing is saved when you leave the page.
Which match type should I use in Google Ads in 2026?
Start with phrase and exact match for the searches you know convert, and add broad match only where Smart Bidding has enough conversion data to judge the extra searches it brings in. Review the search terms report weekly and move the winners into exact match and the losers into negatives.
Can this tool make a negative keyword list?
Yes. Tick the negative keywords option and every line gets a leading minus sign in the match types you selected, so you can paste the list into a campaign, an ad group or a shared negative keyword list.
Why does the output have fewer keywords than I pasted?
The tool removes duplicate lines, including lines that differ only by capitals or spacing, and drops empty lines. Untick the duplicate option if you want every line kept as pasted.
Does Google Ads still have broad match modifier?
No. Google retired the plus-sign broad match modifier in 2021 and folded its behavior into phrase match. The tool strips leading plus signs from pasted keywords so old lists come out clean.
Do negative keywords block plurals and misspellings?
Google says negative keywords account for misspellings and casing but not for plurals, synonyms or other close variants. Add the plural and singular forms you want to block as separate lines.
Free audit
Keywords Sorted? Check Where the Budget Goes Next
We review your account with view-only access and tell you whether we found what is holding it back: match types, negatives, tracking or structure. No obligation.