Google Ads Broad Match Is Spending More Budget: 5 Ways to Regain Control

Waking up to a depleted ad account is every marketer’s nightmare. In 2025, a common trend has emerged: Google Ads Broad Match is spending more budget than ever before, often on search terms that have little to do with your business.

Google has been aggressively pushing advertisers toward automation, combining Broad Match keywords with Smart Bidding. While they claim this unlocks “hidden inventory,” the reality for many businesses is different. Instead of finding new customers, the algorithm often finds low-quality traffic that eats up your daily spend in hours.

If you have noticed that Google Ads Broad Match is spending more budget on junk clicks, you are not alone. This guide explains why this surge is happening and gives you 5 concrete steps to stop the bleeding immediately.

Why Is Broad Match Suddenly Spending So Much?

The root cause lies in how Google defines “relevance.”

Years ago, Broad Match looked for synonyms. Today, it uses complex AI to match “intent.” This means if you bid on “running shoes,” Google might show your ad for “how to jog” or “marathon dates.”

While this can work for massive brands with unlimited budgets, for small to mid-sized businesses, it means Google Ads Broad Match is spending more budget on top-of-funnel research queries rather than high-intent buying keywords.

5 Ways to Stop Broad Match Waste

1. Implement an Aggressive Negative Keyword List

The only way to tame Broad Match is to tell Google exactly what you don’t want.

Review Search Terms Daily: Go to your search terms report. Sort by “Cost.”
Add Negatives: If you sell high-end software and see clicks for “free,” “download,” or “crack,” add them to a Negative Keyword List immediately.
Use Lists: Don’t just add them at the ad group level. Create a “Global Negative List” and apply it to every campaign to prevent future leaks.

2. Switch to “Exact Match” for Core Keywords

If Google Ads Broad Match is spending more budget than it generates in revenue, stop using it for your main terms.

Move your highest-converting keywords to Exact Match. This forces Google to only show your ad when the user searches for your specific product.
While volume will decrease, profitability usually skyrockets. This is a core strategy we use in our pay per click PPC marketing services to ensure ROI.

3. Set a “Target CPA” or “ROAS” Limit

Never run Broad Match with “Maximize Clicks.” That is a recipe for disaster.

The Fix: Use Smart Bidding strategies like Target CPA (Cost Per Acquisition).
This forces the algorithm to back off. If a broad match term isn’t likely to convert at your set price (e.g., $20 per lead), Google won’t bid on it. It acts as a financial guardrail.

4. Use “Brand Exclusions”

Sometimes, the reason Google Ads Broad Match is spending more budget is that it’s cannibalizing your branded traffic.

If you sell “Nike Shoes,” broad match might show your ad for just “Nike.”
Setup a Brand Exclusion List in your campaign settings. This ensures your generic campaigns focus on finding new customers, not just people who already know your name.

5. Technical Tracking Audits

Is the algorithm actually spending more, or is it just confused?

If your conversion tracking is broken, Smart Bidding thinks junk traffic is “working.”
For example, if a “page view” is counted as a “sale,” the AI will spend thousands finding people who just view pages.
Ensure your tags are firing correctly. If you are unsure, consider a technical audit from an affordable SEO agency USA that specializes in analytics and tag management.

When to Actually Use Broad Match

Broad match isn’t evil; it’s just misunderstood.

It works best when you have:

High Historical Data: Your account has thousands of conversions for the AI to learn from.
Strict Guardrails: You have rigorous negative keyword lists in place.
A Solid Landing Page: A great ad is useless if the site is slow. Ensure your destination is optimized for conversions with professional web design development.