Google Ads Match Type Helper by Ive Predovan

Google Ads adds search terms as broad match when you use "Add as keyword" in the Search terms report. If you want phrase or exact match, you have to type the quotes or square brackets yourself, every single time. This extension does it for you.

Pick a default match type once, and the keyword field is formatted the moment the panel opens:

• Exact → [yacht charter croatia]
• Phrase → "yacht charter croatia"
• Broad → yacht charter croatia, left untouched

Three small buttons appear above each field — broad, "phrase", [exact] — so you can override a single row without typing. When you select several search terms at once, an "Apply to all" bar reformats every row in one click.

The same works in the "Add as negative keyword to" panel, with its own separate default. Google adds negatives as exact match by default, which only blocks that one exact query. If you want to cut a whole group of queries, you need phrase — so you can set phrase for negatives and something else for regular keywords.

Existing quotes and brackets are stripped before reformatting, so you never end up with [[keyword]] and you can switch between match types freely.

Interface available in English and Croatian.

Privacy: the extension runs only on ads.google.com and only changes text inside the keyword field. No server, no analytics, no data leaves your browser. Your settings are stored with the browser's own storage API. It never touches Final URL, Max CPC, campaign or ad group, and nothing is saved until you click Google's own Save button.

How to test: open any Google Ads account, go to a Search terms report, tick a search term and choose "Add as keyword". The keyword field will be wrapped in quotes and the match type buttons will appear above it.