The Situation

For years, Broad Match keywords carried a reputation for being too broad, often triggering ads for irrelevant queries and hurting campaign performance. Many advertisers leaned on Broad Match Modifiers (BMM) to regain control, but when BMM was deprecated, confidence in Broad Match dropped further.

With Google’s recent advancements in AI, however, Broad Match now considers signals such as user behavior, landing page content, and ad group relevance. PureCars saw this as an opportunity to revisit Broad Match and put its potential to the test for dealerships.

The Solution

PureCars introduced Broad Match keywords across 50 dealership accounts, spanning Brand, Geo-Specific, New, Used, and CPO campaigns. The 90-day test was monitored closely, with no other significant changes made to campaign structures.

Insights & Results

The results made it clear: Google’s AI-backed Broad Match can be a powerful tool for dealerships when used with the right strategy and oversight.

Performance highlights included:

• 160.64% increase in ROI
• 32.69% decrease in cost per click
• 42.94% lift in click-through rate

By pairing Google’s AI advancements with expert campaign management, PureCars helped dealerships stretch their ad budgets further, reach more in-market shoppers, and achieve stronger overall performance.

Conclusion

This test proves that Broad Match, powered by Google AI, has evolved into a valuable asset for dealership advertising. When strategically implemented, it can reduce costs, improve engagement, and drive significant ROI. For dealers, the takeaway is clear: with the right partner and oversight, Broad Match is no longer something to avoid. It is an opportunity to make every advertising dollar work harder.

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