If you have managed Google Ads for a while, you have probably tried to use keywords like:
+outdoor +gym +equipment
and wondered why they no longer work.
That is because Broad Match Modifier was removed by Google. But confusingly, most of what it did still exists, just under a different name.
So the real question is not whether Broad Match Modifier still exists.
It is whether you can still get the same control it used to give you.
Key takeaways
- Broad Match Modifier can no longer be used in Google Ads, but the same control is still available because Google moved that behaviour into phrase match in 2021.
- An old Broad Match Modifier keyword such as +outdoor +gym +equipment is now written as the phrase match keyword “outdoor gym equipment”.
- Broad match only works well once an account has lots of conversions, a decent budget, clean tracking and a strong negative keyword list; before that it is mostly expensive research.
- I recommend starting with phrase match, adding converting search terms as exact match, and using broad match later for scaling once there is enough conversion data.
Short Answer
No, you cannot use Broad Match Modifier anymore.
But yes, you can still achieve the same result.
Google moved that behaviour into Phrase Match.
What Happened to Broad Match Modifier?
Broad Match Modifier used to force certain words to appear in a search while still allowing flexible word order.
For example:
+outdoor +gym +equipment
would match:
- outdoor gym equipment
- equipment for outdoor gyms
- outdoor gym equipment for parks
but not:
- free home workout plans
In 2021, Google removed this match type and changed Phrase Match to behave like it.
What You Use Instead Now
This:
+outdoor +gym +equipment
is now written as:
“outdoor gym equipment”
But it does not behave like old phrase match.
It behaves much more like Broad Match Modifier used to.
It allows:
- Word reordering
- Close variations
- Plural and intent based matches
while still keeping the topic tight.
Why This Matters
Many advertisers think they have lost control.
In reality, the control moved.
Instead of symbols, it now comes from:
- Phrase match
- Exact match
- Negative keywords
That is the modern version of BMM.
Why You Should Not Jump Straight to Broad Match
Broad match is now much more aggressive than it used to be.
It relies heavily on Google’s machine learning to guess what a search means.
That only works when:
- You have lots of conversions
- You have a decent budget
- You have clean tracking
- You already know what works
Small accounts do not have those advantages.
If you run broad match with a small budget and a short negative keyword list, Google will spend money testing bad searches.
That slows learning, wastes budget, and produces poor quality leads.
The Smarter Modern Setup
For most accounts, this is the best way to work.
Start with Phrase Match
Examples:
- “outdoor gym equipment”
- “commercial fitness equipment”
- “ppc consultant”
- “b2b marketing agency”
This gives you reach without chaos.
Add Exact Match for Winners
When you see search terms that convert well, add them as exact match.
This locks in performance and gives you stronger bidding control.
Use Broad Match Later
Once you have:
- Conversion volume
- Good data
- A strong negative keyword list
then broad match becomes useful for scaling.
Before that, it is mostly just expensive research.
The Role of Negative Keywords
Broad Match Modifier used to protect you.
Now that protection comes from:
- Phrase match
- Exact match
- Negatives
You must actively block:
- Free
- Jobs
- Courses
- DIY
- Used
- Templates
- How to
This is what keeps Google focused on buyers.
Related guides: Should You Use Broad Match, Phrase Match or Exact Match in Google Ads? and How to Find Keywords for Google Ads.
Final Thought
You cannot use Broad Match Modifier anymore, but you do not need to.
Modern Phrase Match gives you the same balance of control and reach, and it works far better for small and mid-sized accounts.
Broad match has a place, but only once Google already understands what a good customer looks like.
Need help with your Google Ads?
If you’d like a second opinion or help working through this, send me an enquiry with a little context. I’ll reply by email first and let you know whether I can help. You can also choose Google Ads review / audit on the form to request a free account review.